Essex party starters Negruve. discuss their origins, the importance of community, and plans for the future.
Negruve is an Essex based event series that first began life in 2022. Originally launching as Noir, its founders (Paul Harrison & Connor Sanders) shared a parallel vision from the beginning. Which was to successfully reinvigorate the ailing electronic music scene in their hometown – the coastal city of Southend-on-Sea.
By harbouring the ethos of togetherness their parties quickly established a loyal following. Noir sold-out venues across Southend, thanks to its supremely talented residents whose ear for quality music matched the discerning appetite of its fans. In 2023, with the Noir brand firmly established, Paul & Connors launched sister-party, Negruve.
The concept behind the newly founded event was to push an alternative sound catering for fans of darker electronic styles. Expanding the musical horizons of the parties led to hosting well received events in venues across the capital whilst collaborating with like-minded record labels, artists and promoters; such as YAMA Music. Looking to discover more about the Noir/Negruve axis, we invited its co- owners to feature on the YAMA blog. An invite they were only happy to accept.
What’s good guys, we’re looking forward to hearing more about the history of Noir/Negruve. So, let’s start from the beginning at the storied SAKS Underground in Southend back in 2022. Tell us more about your first party.
The SAKS event came together very naturally for us. We booked the first venue we visited – a decision that, with hindsight, might seem naive but one we’re glad we made. From the outset, we wanted to perform together as a duo, while also providing a platform for our talented friends and now residents: Sam Edwards and Ben Lucas.
T. Jacques was a great help during our formation, his career was begining to flourish, so it was a natural choice to invite him to headline and perform publicly for the first time alongside his close friend – Ollie Blunt (now our beloved resident). This lineup of close friends helped create the unity and family feel that we champion today. Leading up to the event, we met twice a week at the pub to plan.
We focused on creating a comfortable party atmosphere, removing harsh lighting and adding elements like wonky visuals on old TVs and seating areas for people to converse. This approach aimed to make attendees feel like they were part of something new and special with us.
The night itself was unforgettable. The energy was palpable from the moment guests descended the steps into the basement. Ben Lucas & Curby kicked off the night perfectly and the atmosphere remained electric right through until the peak of the evening as we finished with two delectable hours courtesy of T. Jacques and Ollie Blunt.
We had initially scheduled the event close to Paul’s birthday, thinking, “If it doesn’t go well, at least I’ll have a decent birthday.” Fortunately, the event sold out a week in advance, and the venue was filled with friends and loved ones. It was a night we will never forget.
You place a strong emphasis on ‘togetherness’. Was this always due to be the brand’s ethos or was the idea organically fostered due to the local nature of your first wave of events? Either way, it looks to have had a fantastically positive effect.
Prior to our first party we had our neon sign made emblazoned with “together is a beautiful place to be” and that sums up our ethos perfectly. The message first came to us in the form of a similar neon sign displayed within the focal hub (the kitchen) of a very whacky holiday home 20 or so of us partied at whilst on a very boozy break away.
Having the times of our lives the message felt extremely significant and something we wanted to relay when forming Noir. This goes hand in hand with our continual aim to support and uplift the scene within the local area, we are incredibly proud of the atmosphere and environment this message has helped build.
Would you tell us more on your decision to launch Negruve and what this means for the future of the Noir series?
So, Negruve was initially launched as a sister brand in October 2022 offering us an opportunity to work a darker, stripped back and and more left field mood alongside Noir. As of January 2024 we made the decision to unite the two brands for a more deliberate stance on sound and ensure ahead of our first event in London we had an individual and independent identity.
As we work back and forth between local events and working in the city Noir isn’t set to return. We look back with fond memories but excited for the future as we continue to evolve with the intention of doubling down on our beliefs in regards to musical direction.
It’s clear that you care about local talent. Tell us more about your resident DJs, how did you discover them? And how important has it been to your success to put your faith in grass roots DJ talent. Also, what do you look for in an artist?
We don’t just care about talent in the conventional sense; what matters more to us are the unique perspectives and the fresh excitement that an artist can bring to the music. Defining talent by stats and trends can be misleading in our industry. We look for that special feeling when you hear music that makes your ears tingle, your face grin, and your body move. It’s about originality and the ability to captivate an audience. This approach naturally lead us to select residents from those we’ve spent countless hours playing music with.
All of our resident DJs were good friends even before our launch, making them the most natural selections for our events. There are so many people we want to hear and include, some who have already played numerous times and others we’ve heard on occasion’s but know would fit well with us. The local grassroots artists form the backbone of our community and are crucial to our success.
While headliners have their place, the core of a party is built around residents and close affiliates who support our project and participate in our events. We rarely approach anyone outside of our community, preferring to foster a real community atmosphere, offering opportunities within our family, and collaborating with those who share our beliefs and intentions.
What does the future look like for Noir/Negruve?
With Noir currently entirely dormant and the merging of both brands the future for Negruve is promising. We recognize that the dynamics of partying are undergoing significant changes, and we plan to carefully evaluate these shifts to understand how the future will unfold.
We believe we are solidifying our identity in terms of the sound and mood we want our brand to convey. As we continue to pursue our vision, numerous projects will emerge that align with our evolving sound, aesthetic and goals. What exactly will these projects be?