Key takeaways:
- Co-founded The Other, a pioneering cultural initiative promoting Cape Town’s underground music scene over a decade.
- Guided its transformation from a monthly party to a multidimensional platform and institution.
- Spearheaded creative direction, branding, immersive event/experience design across its properties.
- Launched The Other Records, a curated vinyl haven for niche and experimental sounds.
- Established The Other Radio, an independent online station empowering diverse artistic voices with a focus on Africa.
- Curated The Other Events, crafting transcendent music gatherings and festivals.
- Fostered an inclusive community embracing creativity in all forms.
- Facilitated artistic collaborations and cross-pollination across The Other’s properties.
- After an unforgettable 10-year journey, closed The Other in a celebratory farewell in 2024.
Founded by Philippus Johan, Aaron Peters, and Matt Hichens, The Other began as a shared passion project that quickly evolved into a groundbreaking creative collective. Its mission was always to connect people and ideas through the power of music.
The Other championed underground sounds and the alternative cultures that surround them, providing platforms for artists and communities that were often overlooked by the mainstream. Through its various initiatives, The Other created a vibrant network where creativity, self-expression, and mutual belief thrived.
My role spanned the breadth of all operations, from creative direction, brand development and content creation, through to technical production, research and overall strategic vision. Full service, really. This was something akin to the culmination of youth, an outpouring of so many personal interests to shape something truly special. It was one of the most challenging and rewarding things I have ever done.
The Ecosystem
This Other was a network of platforms and ideas, each playing a unique role in the overall creativity, connection, and inclusivity it was known for. From its lovingly curated record store to the boundary-pushing online radio station, each department formed the foundation upon which The Other’s community thrived.
The Other Records
A lovingly curated record store that became a hub for music lovers seeking unique and experimental sounds.
The Other Radio
An online station that broadcasted diverse voices and genres from around the globe, fostering connection across borders.
The Other
DJs
The cultish trio leading The Other, entertaining and uniting people through their eclectic DJ sets and spectacular uniforms.
The Other Events
Immersive festivals and gatherings that celebrated the underground scene and pushed creative boundaries.
The Spaces
Functioning more like an amoeba than a brand, The Other shifted with its environment and multiplied where needed to ensure its survival (especially during the turbulent pandemic years). This organic approach allowed us to morph it into these weird and wonderful biomes of sound, each befitting the magical communities they served.
The Digital Strategy
The angle for our online content was to bring a progressive and sometimes wacky edge to represent our varied music communities. We showcased wild creativity but always held respect for systems to handle the scope of work. With witty copywriting and an infectious enthusiasm, our websites, social media, and Discord server were gung-ho examples of online community building in South Africa.
Consistency was key to this approach – over time, audiences observed common threads between all work, be it through tone or subtle references to other parts of our communications history. It all started with our events posters anyway!
A selection of posters made for The Other.
The Experiences
The Other crafted a wide range of immersive experiences that brought people together and pushed creative boundaries. SWIM, the original flagship party series The Other was born from, became a staple of the city’s underground scene, while one-off events like Hypnic State showcased The Other’s ability to create experimental yet accessible experiences.
These initial projects culminated in the myriad of radio shows, panel discussions, parties and listening sessions pioneered by The Other Radio and The Other Records. These two institutions became part of the fabric of Cape Town, reliable community hubs to find likeminded friendship and intel on what’s happening in the city. People went there to learn and connect.
The Other was also instrumental in the development of Search Festival. Collaborations with this and other like-minded collectives, such as The Death of Glitter, GHOST, further enriched The Other’s experiential landscape, creating some pretty unforgettable moments over the years.
The Community
Scenes from The Other Records and The Other Radio by Marta Curtis
At the heart of it all was The Other’s vibrant community of music lovers, creatives, and free spirits. United by a shared passion for underground culture and the ethos of “We’re All Connected,” this community found a sense of belonging and inspiration within the ecosystem The Other had created.
From the artists and DJs who launched their careers through The Other’s platforms to the countless friendships and collaborations born from shared experiences, the community was the lifeblood that sustained and nourished The Other’s growth. The bonds formed within this community extended far beyond the dancefloor, creating a lasting network of support and inspiration.
The Legacy
Though The Other’s physical journey came to a close after a decade, its impact lives on. The connections made, careers launched, and boundaries pushed are a testament to the transformative power of music and community. We worked tirelessly for 10 incredible years to amplify independent voices, nurture connections, and redefine how musical experiences were crafted and shared in South Africa.
We ended it in style with “The Other Forever”, a farewell event featuring a panel discussion about The Other’s legacy and a club night to celebrate it, one more time. The Other was more than just a collective – it was a movement that forever changed Cape Town’s cultural landscape. We gave the opportunity for people in the community to leave some parting words for us, as featured below.
Testimonials left for us by attendees of our final event <3
The Impact
Throughout its decade-long journey, The Other made significant strides in reshaping Cape Town’s music and cultural scene for the better:
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Key takeaways:
- Co-founded The Other, a pioneering cultural initiative promoting Cape Town’s underground music scene over a decade.
- Guided its transformation from a monthly party to a multidimensional platform and institution.
- Spearheaded creative direction, branding, immersive event/experience design across its properties.
- Launched The Other Records, a curated vinyl haven for niche and experimental sounds.
- Established The Other Radio, an independent online station empowering diverse artistic voices with a focus on Africa.
- Curated The Other Events, crafting transcendent music gatherings and festivals.
- Fostered an inclusive community embracing creativity in all forms.
- Facilitated artistic collaborations and cross-pollination across The Other’s properties.
- After an unforgettable 10-year journey, closed The Other in a celebratory farewell in 2024.