We had the good fortune of connecting with Lawrence Gjurgevich and we’ve shared our conversation below.
Hi Lawrence, is there something that you feel is most responsible for your success?
As Club Underground celebrates a milestone anniversary this year, our success has been directly related to staying connected with our community. In order to have a brand go beyond the introductory stage, you need more than an original idea and cool design. So much work goes into making something a success, and with that, the work never ends. Far too often, an organization will launch with the best intentions and a head full of steam, only to overlook what/who they are there for. As we hit the unimaginable 20 year mark, we take nothing for granted or worse, feel entitled to success based on name and longevity. Each week we strive to keep our patrons engaged while offering an (online) escape while under lock down. We look forward to returning in-person and reminding/introducing (for those unfamiliar) what makes Club Underground weekly events, and those we present around LA (and beyond) so special.
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?
Club Underground is an event marketing & strategic planning organization & Friday night party based in Los Angeles. What sets us apart from others, is our track record and never ending pursuit of inclusion, positivity and fun. We always look for a way to improve on what we’ve built, and I think that is what has made us successful. With any business, nothing comes easy and everything must be earned as there are no long term-short cuts that will lead to success. Hard work and facing competition, are both things we have accepted, embraced, and dealt with, and will continue to for as long as we are around. Club Underground actively supports all communities that come together to make us who we are, including LGBTQ, BLM & all who champion equality and fairness. Underground has also been active in helping the homeless with fundraisers and food drives. We like to have fun and offer an escape, but we also want to see our city/world become a better place, while not leaving others behind. A few that have played our events- Super Furry Animals, Calvin Harris, Thom York, Spiritualized, Manic Street Preachers, Fitz & The Tantrums, Paul Weller, Blonde Redhead, Darker My Love, Saint Etienne, The Charlatans, The Sounds, Pains of Being Pure at Heart, Dragonette, Maximo Park, Presets, Happy Monday, Art Brut, Turin Brakes, Placebo, Mates of State, MEN, Atlas Sound, Sweater Girls, Lady Sovereign, Kooks, Raveonettes, John Cooper Clarke, Japandroids, Vivian Girls, Xiu Xiu, Boz Boorer & Gary Day (Morrissey), The Strange Boys, Dragonette, Gang Of Four, Jens Lekman, PiL, Moving Units, Ash, Embrace, Starsailor, The Faint, Little Ones, Stereo Total, Passion Pit, Alan McGee (creation records founder), along with many others. We look forward to seeing you at our events IRL or on-line soon!
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Los Angeles is a beautiful tapestry that weaves neighborhoods and a multitude of cultures from the ocean to the east side (East LA – not Echo Park/Silverlake) and from South LA toward the mountains above Altadena, The city and its natives are welcoming, warm and amiable. LA is ever changing and once you think, you’ve seen it all, you’ll discover another place that you never knew existed. I have lived here my entire life and know that this city has hidden gems (and not so hidden gems) in every district and neighborhood that I have yet to discover, which makes living here all the more entertaining and unpredictable. Speaking of unpredictable, when this post-covid return to “normal” happens, we will have to see what remained in business or what new ventures have started since lockdown, and take our time rediscovering our amazing city and then sharing it with our friends visiting Los Angeles. We are keeping our finger crossed that Gold Line in Highland Park & Crossroads Kitchen on Melrose remain intact as they would be high on our list of places to visit.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Without our patrons passing through our doors and sharing our passion for great music, inclusivity and positivity, we would not have lasted this long. We have had patrons from countless cities, dozens of countries and from 6 of the 7 continents (we are waiting on you, Antarctica!) both in-person and online during our tenure and for that we are beyond thankful and blown away. So thank you all for joining us! Also, a thank you to all the DJs & bands that have shared their talent with Club Underground.