Meet Aaron Root | Music Producer, DJ, Event Producer

We had the good fortune of connecting with Aaron Root and we’ve shared our conversation below.

Hi Aaron, other than deciding to work for yourself, what was the single most important decision you made that contributed to your success?
There are many different ways I could answer this question, but I think the best one is to share a bit of a tactical story that had direct business outcomes that helped Lunar Lounge grow.

In the fall of 2021 I went out to a party at Superior Ingredients to support my friend Mike Lee who was DJing. I was hungover and it was Sunday – I wanted to be anywhere but this party, but I forced myself to go because I knew I needed to get some networking reps in. In line I met this rambunctious group of people, and after I told my inner voice to stop critiquing the volume of their voices (remember I was hungover) I introduced myself and we quickly hit it off.

After a full day of partying and meeting a number of other folks who would go on to become my main support group in NYC, I attempted to go home, only to be harassed into staying by the group of people I met in line. Staying turned into grabbing dinner, and grabbing dinner turned into checking out their apartment, which apparently had a legendary rooftop that was perfect for parties. They were right, it was legendary.

We ended up throwing a party together on their rooftop a few months later, which to this day, is the best party I’ve ever thrown in my life. It was a BYOB secret location party, and the only way to get the address was to sign up for the Lunar Lounge text blasts. The sign ups I got from that party immediately catapulted Lunar Lounge forward, and word spread pretty quickly about how amazing that party was. That momentum carried into the rest of the summer, and is a huge part of the reason I’m in the position I’m in today.

Relationships are everything in this industry, so go ahead and introduce yourself, you never know where it will take you.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Lunar Lounge is a house music events business based in New York city. We focus on disco, house, and everything groovy, but the biggest thing I try to focus on for the brand is the authentic kindness we try to promote at our events. We’re really focused on make the entire experience pleasant and kind, from the security at the door to the two way text communication we use for our marketing. I’m really excited about how that has been received, and how that’s been a part of our strategy moving forward.

Getting to where I am today is all about patience and methodical decision making. Stacking show after show after show to slowly build a brand over time, with consistent types of artists, messaging, branding etc. The challenges really come from not knowing what you don’t know. There is no playbook or career map for the types of conversations and business decisions that come along with being a promoter, so just taking hits on the chin so you can keep going is part of the game.

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?
Without a doubt my favorite spot in New York is “Elsewhere”. I love the venue, I love the talent they book, I love working with them and throwing events there, and I love the people. They’re the best.

I also love Avant Gardner. I’m naming two New York staples/mainstream spots, but they’re as popular as they are for a reason – they know quality.

Something more off the beaten path, I might hit TBA, The Meadows, or Brooklyn Monarch. There are endless amounts of places to go dance.

In my opinion, Brooklyn is the place to hang. Of course check the tourist boxes that are in Manhattan, but once you’re done with that, go walk around in Williamsburg, go thrifting, get some food, stop by the park etc. I love a stop at Mcondo Tacos near my apartment, Fiction Cafe is my go to coffee spot/after work bar, and of course Lillia for fancy dining.

Who else deserves some credit and recognition?
Erez Davids. https://www.instagram.com/erez.jpg/

He runs an unreal events + media company RAW CUTS.

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

Other: Lunar Lounge: https://www.instagram.com/lunarloungepresents/