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Wednesday, Feb. 27, 2008

Marketing, minimal house reinvent the EDM monthly

The hushed hype surrounding the kickoff of Projekt, Milwaukee’s newest EDM monthly, has sparked discussion among the underground dance community for nearly a month. “We came to the market…with a very creative, mysterious (marketing) method, using the Web as our main focus for promotions,” said Brad Valerine, a co-organizer of the event. “One message board even called us ‘Cloverfield rip-offs.’” Now the new night is ready to launch a barrage of what promoters call “avant” house music on the ears of the local dance scene beginning Friday, Feb. 29. Highlighting the clean, angular sounds of minimal and techno, Projekt aims to give audiences a regular mix of beats that may otherwise only get play in the occasional or one-off scenario.