YOON Festival's Adam Rose supplies killer mix...

Adam Rose is a dynamic DJ, the creative force behind YOON Festival, and a fervent advocate for electronic music. YOON Festival, initiated in 2019 by Adam and his friend Jake Mora, has rapidly grown into a unique music extravaganza.

Now based in San Diego, (Adam has also spent time in LA), Adam navigates diverse music scenes, striving to expand horizons in San Diego. Playing alongside the likes of Markus Sommer and Dana Ruh has provided Adam with valuable experiences, and he continues to act as someone who very much elevates the west coast house and techno scene.

We sat down with him ahead of the latest iteration of YOON Festival to chat about what he’s been up to. Adam also delivered an outstanding mix for us, which you can listen to below…

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Can you share some insights into the YOON Festival? What inspired you to create such a unique event, and what challenges did you face in organising it?

‍YOON Fest started in 2019 when my friend Jake Mora decided to host a summer gathering for the return of all our friends from colleges around the states. Jake and I met through an Ableton intro class at Saddleback College. We were only kids making house music in the course so naturally we became buds, sharing tips and tricks with each other in the beginning of our producing journey. Jake invited me to play the festival in Joshua Tree and it was a smash. At the time, YOON was no more than a thought of getting old friends together and sharing music. But, the energy I felt at that first gathering was something very special, something I had never felt before. I knew I had to take this opportunity at hand and expand it to its full potential.

The biggest challenge I’m currently facing is growing pains. The festival started off with all local talent and is still at the heart of what I’m trying to push. However, as we grow I really want those that attend and the larger scene here to experience the caliber of artists and music we can showcase. There are countless DJs that I want to bring to my festival and parties. As a boutique festival, space and budget is limited so deciding who and what ultimately goes into the festival is an ongoing struggle.

Big shout to Evan Rockow, Telor Goodchap, Dane Anderson and the rest of the YOON crew who dedicate hours and hours in helping design and build our festival to be beautiful inside and out. ‍

When you're booking artists for YOON Festival, what qualities do you value most in their music and performance style?‍

The things I look for most are individuality, good technique, unique track selection, and their ability to play to their given set time in the day or night.

‍We see Dr Banana is playing your next party in LA. Can you give visitors an insight into what to expect from the festival lineup?‍

Dr Banana and some of our other bookings have come from the team's trips to Tisno the last few summers for Dimensions Festival. I knew about a good amount of the artists on the lineup but getting to see them play out gave me a good idea of who I wanted and would be best suited to bring out for our warehouse parties throughout the year and, of course, the festival in the fall.

Hint: I can’t get enough of the Italians, they’re great.

Those that attend YOON can also expect to see the local DJs and crews who we believe are working the hardest to hone their craft while doing great things here in California and making noise elsewhere. It’s been super working with Texture Summit, Bootydew, For Those Who Need House, The 900 Block, and Sunday Sessions in helping curate some of the lineup.‍

As an avid digger of timeless dance music, what's the most unexpected or rare record you've come across during your vinyl digging adventures?‍

When I was at Sleeve Records in Florence, I found this record from 1989 on this Italian label called Tendance.

It’s called “Cinecitta - L’Hai Avuta Tu ‘Sti Idea”. It's awesome!

‍Your music style spans from Romanian-Inspired Tech to 90s House Cuts and Progressive Acid House. How did you develop such a diverse range of influences, and what draws you to these particular genres?‍

From all my travels the past four years (Germany, Croatia, Italy, Spain, St. Martin, Mexico) I’ve had the chance to hear and be inspired by some great sets from DJs like Sven Vaeth, Ricardo Villalobos, Sonja Moonear, Truly Madly, The Ghost & many more. Over time, I’ve just grown my own taste for music close to but not limited to these genres. What draws me to these sounds is the driving basslines and euphoric and uplifting sound it brings to the dancefloor.

‍Tell us about your experiences with the LA and San Diego music scenes. What makes them unique, and how has it influenced your musical journey?‍

My experience with LA vs. SD is quite different musically, I’ve lived and played in both cities but currently reside in San Diego. LA’s scene is diverse, vibrant and brings new talent to open ears and minds. In contrast, San Diego is a tight knit community that supports each other but the audience is still learning to be open to new sounds and styles which I’m actively trying to cultivate here..

For example, CRSSD, which is a large San Diego dance festival, has brought in a large crowd of house music lovers to SD but they continue to book safe lineups that fail to expand the palette and ear of newer festival goers.

San Diego is hungry for diversity within electronic music so it’s up to people like myself and other curators to broaden the horizon.

The lively surroundings and the large influx of talent that moves through LA inspired my desire to leave my own mark on the community. San Diego however, felt like a blank canvas and perfect place for me to make music further developing my own sound while growing the YOON brand and label. I’m grateful for that.

‍Playing alongside artists like Markus Sommer and Dana Ruh must have been exciting. Can you share a standout moment or memorable collaboration from those experiences? Do you feel you need to “up your game” when p;aying alongside these guys? Or do you just do what you do? ‍

Playing with Markus & Dana were both highlights of 2023. I got invited to play Sunday Sessions alongside Dana and it was an amazing night. It was my first time playing an all vinyl set, and I was booked to play after her. I don’t get nervous often, but with those factors it was hard not to get in my head a bit. Ultimately, when it came time to play I was ready and in a good head space. With that, I think the music translated nicely.

Dana and I have since become friends. Be on the lookout for a forthcoming release with her and I on her label Brouqade sometime in 2024 :)

‍In the world of Romanian-influenced electronic music, who are your top three favourite artists, and what sets them apart in your eyes?‍

Silat Beksi, Raresh, and Paul Coman.

First off, Silat Beksi, who is Ukrainian but I feel his music falls into this world. I’ve yet to catch a live set, but his output of releases is impressive and his productions are top. The Ukrainian minimal / techno sound is becoming an inspiration for me as well in sets and productions. It’s dark and hypnotic. It has big hard hitting sounds while still being minimal and not overly produced. Complex percussion and droning synths bring an energy that feels like you are being led somewhere in your mind. Also, love what people like Kurilo and Noizar are doing.

I’ve seen Raresh play four times and every time he’s on point, calculated, and leaves the crowd in awe.

Paul came to San Diego in 2022, I had an afters session with him and he had some cool music to share. Always been a fan of his label Puls Romania, and the parties he throws look awesome as well.

‍What are some of the challenges you face when playing all-vinyl sets, and how do you overcome them to maintain your signature sound?‍

The challenge with playing records for me is maintaining a good headspace. I’ve gotten much better at doing this but staying focused and feeling good is the key to playing good. Mistakes are sometimes inevitable in an all vinyl set. It’s about how you react to them and continue your set.‍

Can you take us on a virtual shopping tour for vinyl on the West Coast of LA? Any favourite record shops or hidden gems you'd recommend to fellow vinyl enthusiasts?‍

My favourite shop is my local store, Feelit Records in Downtown San Diego. Mark is constantly getting new collections and from time to time stocks the bins with gems from his own. I do most of my shopping here or on Discogs.

If I want something new, usually Taimur from T Bag Miami will have it on his online store.

Some other good places to dig : Dr. Freeclouds (Orange County), Chapter One (LA).

‍Who are some of the unsung heroes or underrated artists in your music scene that you think deserve more recognition?‍

The people that always come to mind when I’m asked this are John Manhard, Ty Serna, and Dylan Payne. These guys are in it for the long run and you’ll definitely be hearing more from each of them soon on a big scale. They’re all amazing producers & DJs, each with a unique sound getting plays from some of the best. They’re underrated but not for long.

Also, I want to mention Ethan Sparks. He’s been doing a cool live set and cranking out a lot in the studio. He’s got a bright future.‍

How do your influences from various musical genres outside of electronic music find their way into your sets or productions?‍

Growing up, I was really into punk, 90s hip hop and indie synth pop so that sound has never left my sets or influence in my productions. I like to slip in some Crystal Castles, The Garden, Death Grips, Boy Harsher, or hip hop classics etc. in my sets if the mood is right.‍

Your recent podcast mix for Handpicked was awesome. Could you share the story behind the mix and how you curated the tracklist?‍

Handpicked is the series of my good friend Ramin Majilessi. Ramin has been a huge help to me as an artist and has always been someone I can talk to when I need music industry advice. He asked me to do the mix right when I got home from a Europe trip. I had a bag full of new records from digging in Spain & Italy so the inspo for the mix mostly came from that. I kept it on the deeper side of things because I felt like I hadn’t showcased much of that sound from myself before.

‍You’ve also done a mix for us, recorded recently. Tell us a bit about that one if you can… ‍

I hadn’t recorded a mix since the Handpicked, so I definitely want to bring light to the styles I’ve been playing in my recent sets since then. Most of my favourite mixes typically kick off slow and progressively pick up the energy track by track, then close out smoothly so I tried to follow that for this mix. Included are 2 unreleased tracks from myself and 1 from Mungo Sound Machine.‍

The YOON label has also gained attention in the industry. Can you give us a sneak peek into any upcoming releases or projects you have in the pipeline?‍

Planning on another digital YOON VA for this year from artists playing the festival. You can expect this around late spring or early summer. I’m also working on launching a vinyl only label called Red Room. ‍

If you had to choose one track that defines your DJ style and philosophy, which one would it be, and why?‍

Mothersole & Harris - Diskoton. It’s a dynamic track. Snappy snares, nice vocoder, beautiful lead/breakdown. Fun for the dancefloor & the heads. Listed as Electro / Tech House. ‍

What advice would you give to aspiring DJs and producers looking to craft their own unique sound and make a lasting impact in the music industry?‍

Be true to yourself, don’t be afraid to be different, get to know people on the dancefloor, and take your time with your craft. I've rushed into things in the past and regretted it. This is a long game.

Lastly, edits are cool but don’t focus on that, enough people are doing it.‍

If you could collaborate with any artist, dead or alive, who would it be, and what kind of music do you think you'd create together?‍

Probably Alice Glass from Crystal Castles, I feel like we could merge electro synth pop with something more for the dancefloor. Like an obscure club bomb, it sounds fun.‍

Imagine you're curating a music-themed dinner party. Which five tracks would be on your playlist, and what's the atmosphere you'd like to create for your guests

‍Blue Six - Music And Wine (Th'Attaboy Vocal)