Do you know those things that you kind of just inherently get, but are somewhat mysterious to those who aren’t in the know? For me, that’s PRIME. I came upon it not quite understanding what it was. But for those in the know, it’s the hottest up-and-coming thing in the Texas underground music scene and they can’t get enough.
Whatever it is, PRIME is great at it. But I ventured to find out what exactly it was, and preferably dumbed down so even I could understand. To that end, we got straight to the source and sat down with Zander, one of the co-founders of PRIME to find out what makes PRIME the fastest moving player in Texas music.
It seems like PRIME is a lot of different things. Can you help explain what you’re all about?
This is a tricky one to answer. PRIME is a collective based company and is constantly expanding and exploring various things… as the members of our groups interests change and evolve so does PRIME and its goals.
Beyond the event side of things we are also a record label, management group, content development, social media consultant & management, clothing line… to name a few, we have some really bizarre clients and it’s constantly interesting to explore new things.
To answer your direct question though… we are about doing things we think are cool with our friends (past, present, future), that has always been the heart of all this and will continue to be the driving force for PRIME.
How did you get your start in the music industry?
I had always had a lot of interest in music, and dance music production. I started working in Ableton and trying to learn how to DJ. I reached out to loads of locals who were playing at clubs for advice, help, anything really and not a single one helped me at all [laughs]…
Eventually I connected with DJ Night Nurse who had big ideas and major interest in throwing her own events. She took me under her wing and we started making moves. A year and a half later I created PRIME with some friends and it was off.
What has been your craziest experience so far?
Early on, before PRIME was prevalent in the club and venue community, we were heavy on in the underground and warehouse scene. Let’s just say those were interesting times.
What role do you hope to fill in that music scene?
I’m not really sure, I think my hope is to continue to develop a community of people who like good music and like to share ideas throughout Texas.
What upcoming events are you most excited about?
This is tricky, I couldn’t really pick one specifically… either Ugly God in Denton or Manila Killa at RBC, but also Matthew Dear is coming up… too many to choose from.
Outside of work, what are your favorite things to do in Dallas?
Eat [laughs]… definitely love trying new foods and really love the restaurant scene in Dallas.
Upcoming PRIME Shows in Dallas
See more upcoming shows here.
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