Alright – so today we’ve got the honor of introducing you to Hicham Abou-Jaoude. We think you’ll enjoy our conversation, we’ve shared it below.
Alright, Hicham thanks for taking the time to share your stories and insights with us today. Can you talk to us about a project that’s meant a lot to you?
Since the inception of Among Friends in 2022, our primary goal has been to cultivate a vibrant and inclusive community centered around dance music. Building on this foundation, the most recent meaningful project I’ve had the opportunity to work on is the creation of our record label, Among Friends Records.
To provide some context, Los Angeles, while globally recognized as the entertainment capital, has a notable gap in representing its prolific local talent in the dance music scene, particularly those with diverse backgrounds from Africa, the Middle East, and Europe.
Recognizing this opportunity, we conceived Among Friends Records with a global launch earlier this summer in June 2024. Our first few releases “Oumuamua” by Sauaro, Honey Larochelle, and Samson – as well as “We Better Run” by HBB had topped the Beatport top charts at #1 Top Afro-House Releases and #10 Top Organic/Downtempo Tracks respectively. Through this initiative, we aspire to enrich the LA sound and invigorate its nightlife and cultural scene. Our next release is August 9 with the talented artist Yemanjo called “Tension & Release”.
What sets our label apart is our commitment to the artists. We’ve structured Among Friends Records so that artists retain ownership of their masters, ensuring they maintain control over their creative work and future remixes. We treat each release as if it were our own, providing comprehensive promotion and leveraging our network of local and international talent to maximize exposure. Our personal investment extends to supporting these releases when we perform at shows, further amplifying the reach of our artists.
We’re also excited about our label showcases planned throughout the year. Our inaugural event took place on July 11 at Members in Hollywood, marking a significant milestone in our journey. These showcases not only provide a platform for our signed artists but also help spotlight international talents looking to make their mark in the LA community. Our next showcase is on Friday, August 23rd at The Spotlight in Hollywood.
Another unique aspect of our label is our dedication to visual artistry. All our album artworks are handmade and designed by Pedro Freire, who is not only a talented visual artist but also a DJ and producer known as Khabraal. Pedro uses both monoprinting and digital techniques to create unique artworks for each release, adding a distinctive visual dimension to our musical offerings.
What truly excites me about this venture is its potential to make a lasting impact on our city’s cultural landscape. By bridging the gap between local talent and global recognition, we’re not merely creating a record label – we’re nurturing a movement that celebrates diversity, fosters collaboration, and pushes the boundaries of dance music.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
My journey into the music industry might seem unconventional at first glance. My professional background is actually in Software Engineering, but music has always been an integral part of my life. It’s a passion that has run parallel to my tech career, often intersecting in some ways.
My love for music started early. In my younger days, I was deeply involved in producing for hip-hop and R&B artists, collaborating with local talents in diverse cities like Toronto, Vancouver, and Seattle. This experience gave me a firsthand understanding of the power of music to transcend barriers and connect people. What truly fascinates me about music is its timeless nature. It’s an art form that has existed since the dawn of humanity, evolving yet retaining its core ability to express what words often can’t. This universal and enduring quality of music is what continually drives my passion and involvement in the industry.
What I’m most proud of is the community we’ve been building in L.A. through Among Friends. Many of my business partners are individuals I initially met through the industry. These connections have not only fostered strong bonds but also motivated us to spotlight the incredible talent that exists in the city.
For potential sponsorship clients, artists, followers, and fans, I want them to know that at the heart of Among Friends is a genuine passion for music and community. We’re not just about producing and promoting music; we’re about creating experiences, fostering connections, and pushing the boundaries of what’s possible in the dance music scene.
How can we best help foster a strong, supportive environment for artists and creatives?
The support of artists, creatives, and the cultivation of a thriving creative ecosystem are pivotal for the cultural and economic vitality of our society. Drawing from my experience in the music industry, particularly with Among Friends in Los Angeles, I believe there are several critical areas where society can make meaningful improvements to foster this ecosystem.
One of the most pressing issues we encounter locally is the approach many promoters take when booking artists. There’s an unhealthy emphasis on questions such as, “How many people can you bring?” or “Can you sell tables?” This practice effectively shifts the promoter’s responsibilities onto the artists themselves, creating undue pressure and potentially stifling emerging talents. At Among Friends, we’ve made a conscious decision to never ask these questions when working with local artists. We firmly believe that there’s an abundance of talent in this city who, while they may not have a large following yet, can create truly unforgettable musical experiences. It’s our responsibility as promoters and event organizers to create an environment and experience that people will want to return to repeatedly. This approach not only supports artists but also enriches the local music scene by giving exposure to diverse talents.
On a broader scale, I believe there are legal and immigration-related changes that could significantly benefit not just Los Angeles, but the entire United States. The current visa process for international artists is both prohibitively expensive and time-consuming, creating substantial barriers for bringing diverse global talents to perform in the U.S. In addition, I believe the restrictions on alcohol sales past 2AM is a limiting factor in making Los Angeles a world renowned destination for dance music. Many venues and clubs have a short window to create revenue during the night – prolonging this can lead to more artists on lineups, more venues opening, and more unique opportunities for the industry.
At Among Friends, we’re committed to doing our part in this ecosystem, and we aspire to inspire others in the industry to adopt similar artist-centric approaches. We believe that by prioritizing the needs and potential of artists, we can contribute to a more vibrant and sustainable creative community, not just in Los Angeles, but potentially serving as a model for other cities as well.
Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?
One of the most prevalent misconceptions I’ve encountered is the stigma attached to music events and nightlife. There’s a tendency for some to view these experiences solely as “partying,” often with negative connotations. This oversimplification fails to capture the depth and cultural significance of what we’re creating.
My Lebanese heritage has profoundly influenced my perspective on this matter. In Beirut, renowned for its vibrant nightlife, it represents something far more meaningful. It’s a celebration of life, a testament to resilience, and a catalyst for human connections. Attending music events is less about “partying” in the conventional sense and more about immersing oneself in an experience. It’s about being with friends, losing yourself in the rhythm of the music, and dancing the night away.
This is the essence of what we’re striving to bring to the culture here with Among Friends. We want to shift the perception of our events from being solely about “partying” to being about a holistic experience filled with music, friendship, and cultural enrichment. It’s about creating spaces where people can come together, form connections, and celebrate life through the universal language of music.
What non-creatives might not fully appreciate is the intentionality behind curating these experiences. It’s not just about booking artists or selling tickets. It’s about crafting an atmosphere that resonates with people on a deeper level. It’s about fostering a sense of belonging and creating memories that last long after the music fades.
Contact Info:
- Website: https://amongfriends.la
- Instagram: https://instagram.com/amongfriends.la
- Youtube: https://www.youtube.com/@AmongFriendsRecords/videos
- Other: https://instagram.com/amongfriends.records