Meet Hicham Abou-Jaoude | Creative Director – Among Friends

We had the good fortune of connecting with Hicham Abou-Jaoude and we’ve shared our conversation below.

Hi Hicham, maybe we can start at the very start – the idea – how did you come up with the idea for your business?
The idea for Among Friends stemmed from me and my co-founder’s Lebanese roots and the incredible nightlife and music scene we experienced as adults in Beirut.

As a small, tight-knit country, there was always this feeling that you were just one or two degrees separated from everyone around you. When you went out to clubs and concerts, you were quite literally dancing and celebrating among your circle of friends. This generated an electric, communal energy unlike anything else. The DJs felt like they were performing for their friends as much as fans. Being in the crowd, you feel completely immersed and connected to the music because of the familiarity with the artists and everyone around you.

When we moved to Los Angeles, we were craving that same intimacy and personal connection you can’t quite replicate at huge venues and festivals. We wanted to recreate those special musical experiences we had in Beirut – stripping things back to their essence of talented artists and passionate fans coming together through their shared love of music.

So we launched Among Friends to curate intimate, communal concerts in unique spaces throughout the west side. By bringing that distinct Beirut energy to LA’s local music scene, Among Friends offers a refreshing concert experience that forges deep connections between artists and audiences.

Let’s talk shop? Tell us more about your career, what can you share with our community?
As an artist, what really sets me apart is my ability to seamlessly blend the rich, traditional sounds of my Lebanese heritage with contemporary electronic music and the global Afro-house rhythm. Performing under the solo moniker Sauaro, inspired by the Saguaro cactus, as well as one-half of the duo Cedar & Sand, my sound represents a truly unique fusion of Middle Eastern influences with cutting-edge production.

I’m extremely proud of how through both projects, I’ve been able to authentically merge these distinct musical worlds in a way that feels authentic to my roots while still feeling fresh and boundary-pushing. It’s allowed me to carve out a distinctive sonic lane as an artist bringing the sounds of the Middle East to the global stage.

The biggest lesson I learned being an artist is to let inspiration come to you, rather than forcing it. I’ve spent countless hours trying to force myself to create music only to end up frustrated and feeling lesser than. When I learned to be patient, surround myself with different influences, and allow inspiration to organically arise, that’s when my best work flowed. Don’t force the creative process, let it come naturally – that’s been a huge key to my artistic growth and development of a distinctive sound.

I’m incredibly excited about the momentum I’ve been able to build over the last couple of years. Releases on tastemaking labels like Transa Records and Cafe De Anatolia, one of the top curators in the organic/Afro-house scene, have helped cement my place as an artist through both my solo project Sauaro and the duo Cedar & Sand.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
After picking them up from LAX (yes, I always insist on doing airport pickups), the fun weekend kicks off right away. We’d start with dinner at Ospi, one of my favorite restaurants in Venice. Then it’s off to Lanea in Santa Monica to begin the night out with a few drinks.

Depending on what’s happening around the city, we’d make our way to one of the can’t-miss music events that night. If Among Friends happened to be hosting one of our signature intimate concerts that weekend, you know I’d make sure my bestie got to experience the incredible community vibe and talents we showcase.

The next morning, we’d recover with a breakfast at Flake on Rose in Venice before hitting the tennis courts to get active. A quick refuel at Pita House, an amazing Lebanese spot, and then we’d see what other musical offerings LA has in store come evening.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I really want to give a shoutout to my friend Kameni, who was instrumental in helping me get my start in the LA music scene after moving here. Kameni is one-half of the incredible Afro-House duo Cappuccino, as well as a co-founder of the music collectives Half n Half and Unity World Wide. His passion for cultivating new talent and bringing people together through music was truly inspiring. He exemplifies what Among Friends is all about – fostering connection, creating spaces for up-and-coming artists, and using music to build an inclusive community. His guidance and the foundation he helped provide early on allowed me to discover my love for curating events. Kameni showed me the power of music to unite people from all walks of life. And for that, I’m tremendously grateful. He’s the type of connector and artist that every music community needs.

I also need to give a huge shoutout to Peter Trinh, who has served as an advisor and supporter of Among Friends since its inception. Peter took a chance on us early on by opening the doors of his bar, Lanea, to host our intimate events. Inspired by his love for tacos, tequila, and the tropical vibes of Bali, Lanea provided the perfect intimate setting for Among Friends to bring our musical community together. Over 15 of our events took place there, allowing us to cultivate our unique concert experience. Even as we’ve expanded to other distinctive venues around LA, Lanea has remained our home base for smaller, ultra-intimate gatherings. Peter’s willingness to embrace our vision and provide a nurturing space was invaluable during our formative years.

Website: amongfriends.la

Instagram: https://www.instagram.com/sauaromusic/

Linkedin: https://www.linkedin.com/in/hichamoaj

Youtube: https://www.youtube.com/@LiveFromNowhere

Other: @amongfriends.la