There is a select group of San Diegans that live the iconic SoCal lifestyle many only dream of. It’s not about one crazy party; it’s a mindset of dedication to live in the moment and take every experience to the next level. And most of all, it’s a passion for throwing old ways to the wind and demanding the power to create Another Way of Life. If you’re ready to join, the time has come.
The 2011 A.W.O.L. Music Festival is heading to Cabo San Lucas, Mexico October 14-18, featuring Dirty South, Roger Sanchez and more of the industry’s top DJs and producers. Chill out at the four-diamond ME by Melia luxury resort, dig your toes into the warm sand, and dare to indulge in Another Way of Life as transcendent beats bounce off the idyllic ocean waves from morning ‘til night. Sound good? “Like” A.W.O.L. on Facebook.
The Concept: A.W.O.L. isn’t just another festival; it’s a progressive music lifestyle experience that spotlights a line-up of revered electronic music artists mixed with up-and-coming talent across a range of diverse genres. Music is the soul of the festival, and the likeminded people create the collective heart. Just like the bad boys behind the brand, festival attendees are positive and motivated individuals who work hard, and play harder. The A.W.O.L. vision is to inspire, energize and connect music lovers in an exotic waterfront location that radiates with VIP exclusivity.
The Music: A.W.O.L.’s five-day star-studded artist line-up is growing larger every day, and features a variety of Grammy Award-winning DJs and producers, as well as new faces that are fresh on the scene. You will be treated to 15+ hours of non-stop music every day, taking place at the gorgeous Nikki Beach outside the ME by Melia resort that sits on the water in Cabo San Lucas. The official line-up includes Dirty South, Roger Sanchez, LA Riots, Anthony Attalla, Deth Hertz, Kevin Brown, Tara Brooks, Brazzabelle, Yusef, Panda and more local studs from San Diego, Los Angeles, San Francisco, and Las Vegas.
The Crew: If you’ve partied at Voyeur, Intervention or FLUXX in the past year, you’ve witnessed the wild ways of the San Diego party professionals behind this lifestyle brand. A.W.O.L. was founded in 2010 by local celebs Johnny Shockey (founder of L.E.D. Presents and owner of Voyeur nightclub), Matthew Martinez (founder of 4 the DJ and co-producer of the Groove Cruise), and Jeff Smith and Nadav Wilf (founders of DiscoverSD.com and the new Follow the Music Entertainment).
Meet the men and discover the vision straight from the source.
Q: What was your inspiration to launch the A.W.O.L. music experience?
Matthew Martinez: In 2009, when I was still a partner in the Groove Cruise, I produced our on-shore party featuring Sharam at Nikki Beach/ME Cabo. During the event I thought to myself how epic it would be have an electronic music event at that location for 4 days instead of 4 hours. I pitched it to Shockey, we brought in Jeff and Nadav, and produced something absolutely amazing call A.W.O.L. in 10 weeks.
DSD: What is your favorite memory of 2010 A.W.O.L.?
Nadav Wilf: Dubfire’s sunset DJ set and cliff jumping off lands ends where the Gulf of Baja meets the Pacific Ocean.
DSD: Where do you hope to see the A.W.O.L. brand in five years?
Martinez: In 5 years time, we envision A.W.O.L. to have the global recognition of festivals like Creamfields, Coachella and EDC, but on a more intimate scale. Instead of being in a field with 100,000 people listening to great music, which in itself is amazing, we would rather have it be more exclusive and have amazing DJs at a four-diamond resort steps away from the beach. Soon A.W.O.L. will be completely exclusive and entrance will be gained by invite only.
DSD: Explain the A.W.O.L. party scene in just five words.
Martinez: Experience, Music, Paradise, Love, Future
Another Way of Life: Take your much-needed vacation to all new heights and join a select group of jet setting tastemakers as we embrace Another Way of Life together across five unforgettable days and nights. The A.W.O.L. Music Festival returns to Cabo San Lucas October 14-18 at the four-diamond ME by Melia luxury oceanfront resort, a top international destination in Mexico. In addition to 15+ hours of music every day, more festival attractions include a posh pool setting, fine dining, yoga, fitness and meditation classes, and plush resort amenities.
A.W.O.L. Package Pricing
2 person/4nights: Ocean Front- $1,335, Petite Suite- $1,575
3 person/4 nights: Ocean Front- $1,750, Petite Suite- $2,030
For tickets, reservations, and more information, “like” A.W.O.L. on Facebook and visit tryAWOL.com.