Building Community Through Music With Good Society [Interview]
Hailing from sunny Los Angeles, California, Good Society embodies the feelings of warm weather, endless days, and good vibes. The record label and event promoter is renowned for their incredible line-ups, careful curation, and stacked compilations. Their latest project Good Society Volume 3 pushes the future beats sound with standout artists like oshi, capshun, Laxcity, whereisalex, DECAP, Chromonicci, and more. They're a mainstay in LA and have been expanding their shows out of state to Salt Lake City, San Francisco, and Austin, for SXSW.
With Good Society's constant growth we felt it would be the perfect time to connect with Josh Yamini, the brand's founder to get an inside look at what makes them so good. We discuss their origins, the fusion of hip-hop and electronic music, fostering relationships, creating a unique live experience, and much more.
Starting at the beginning, Josh explains what sparked the birth of his platform saying, "I started Good Society as an expression of my love for the underground and bringing people together. My taste in music was largely influenced by SoundCloud at the time of launch and all of my experiences at Insomniac festivals made me want to put that love of music and people into action."
One of the core facets of what makes Good Society so special is their ability to bring together the worlds of hip-hop and electronic music. Whether it's future beats, chilled-out lo-fi, or experimental hip-hop and trap, this fusion is central to Good Society's platform.
"My love for these genres initially stemmed from ripping gems off of YouTube and Adult Swim bumps. I listened to lots of Nujabes, Flying Lotus, and Erykah Badu at the time which then evolved into listing to artists like Mr. Carmack, Sam Gellaitry, and Smino. Oftentimes I’ll bring my knowledge of the beat scene together with vocalists that I’m newly discovering to create a blend of genres that’s totally unique. Other times I might just be working with the artists who’ve coined a sound in between the two and are perfectly representing the medium with us," Josh elaborates about bringing together the two sonic worlds.
In addition to uniting unique sounds, Good Society strives to bring people together. This applies to fans, through the music and events, as well artists. Josh expands on this outlook, "Our goal is to create a space where people can express themselves and find common ground through music. Ultimately we’d like to bring that to scale and create immersive experiences that go beyond traditional club settings while incorporating the songs and artists we’re releasing on our label. We want to create an ecosystem."
The genuine love for connection is what makes the brand so good. While some platforms focus more on numbers, social media following, or ticket sales, Good Society is all about creating an intangible vibe through human connection. Whether it's friendships, business relationships, or something even deeper.
"The good in Good Society stems from all of the constructive relationships this brand has built with artists, fans, and listeners alike. Many of our work relationships extend into personal ones. We’ve seen countless people having become close friends or start dating after having met at Good Society events. One couple is even getting married!"
Relationships are the cornerstone of any great business, but authenticity is what seems to separate Good Society from your typical promoter and label. Their connections are longstanding with many artists and come out of genuine respect and appreciation for their work. The brand is an extension of its founder's life. The friendships and connections along the way aren't just to the benefit of the label but are also about enriching his personal life.
"Much of our early outreach was done through Instagram and led to us doing things like flying out chromonicci for our second show ever, when we were really just learning the ropes and how to refine our events process. I’ve done everything very personally with this brand to the point of hosting artists at my apartment for the week of our shows, such as chromonicci, capshun, zotti, J Kuch, Malik Eliah, and more. Running Good Society is just as much a means to expand on my own life as it is for that of the audience that I curate for. So these relationships I’ve formed with everyone involved are directly tied to my own happiness," Josh tells us.
While Josh is the driving force behind Good Society, he's not doing it alone. Roto and MadBliss serve as the brand's resident DJs. In addition, they have their own videographer, Gavin Banksy, and Arielle Lana LeJarde serves as their publicist and advisor (editors note: Arielle is a writer for Festival Inside but did not take part in writing this feature). Josh handles the majority of the bookings, label releases, promotion, content, and social media while collaborating with different partners on a per-project basis.
Matching the quality of their label releases, the Good Society events series looks to raise the bar. Josh explains what makes the series special saying, "The vision behind our concerts was initially to throw them in nature. Being that we’re in a big city, it felt natural to build up the foundation of our brand with solidly curated lineups, and uniquely unforgettable nights. More recently we’ve pivoted into renegade shows, different experiences such as the boat party, and are slowly gearing up to diversify the setting of our parties to better fit our initial dream of Good Society. What makes our events special is the fluidity of it all. You might get a live band 420 show with seemingly infinite free cannabis, a massive warehouse party with Alexander Lewis, or cruise on a boat across the ocean with Josh Pan & Luca Lush. We’ve even done insane live shows at a mansion and in a tunnel on the beach. Our diversity of curation and experiences is one of our strongest points."
Good Society has a lot of exciting prospects on the horizon. They will be expanding their events series, working towards an outdoor indie festival, and releasing more thematic compilations pushing the sounds they love. Josh closes our interview fittingly with an invitation to all, "I hope you get to attend one of our shows in the future or are positively charged by the music we release! Moreover, I hope we get to meet someday. Don’t be a stranger!"
Good Society Volume 3
"I curated this project to affirm the belonging of hip-hop & electronic music in a single space. Otherwise known as future beats, this project brings together soulful and jazzy boom bap production riddled with soulful rap vocals and electronic sound design."- Josh Yamini