We caught up with the brilliant and insightful James Jimenez a few weeks ago and have shared our conversation below.
James, thanks for taking the time to share your stories with us today Let’s start with the story of your mission. What should we know?
Moon Lvnding was born out of a deep love for dance music—not just the sounds, but the stories, the communities, and the culture that surround it. Music can often say the things that words can’t. It has an ability to create deep feelings and emotions that might otherwise never reach the surface.
For me, this mission is personal. As someone who came up navigating both the music scene and creative industries, I know how hard it is to find platforms that genuinely care about your story—not just your stats. Moon Lvnding exists to shift that narrative. We’re here to elevate voices, amplify authenticity, and build a media platform rooted in respect, curiosity, and community.
At the heart of our mission is a guiding philosophy we call “Give Me Space.” It’s a concept of radical acceptance—the belief that everyone deserves the freedom to take up space as their full, authentic self. It’s about creating a culture where people can embrace their highest form and extend that same freedom and compassion to those around them. In everything we do, we aim to foster an environment where self-expression is celebrated and connection is genuine.
And that’s where our slogan—”Uniting the World Through Music”—comes in. Music has always been a universal language. It breaks barriers, builds bridges, and brings people together across borders, identities, and lived experiences. Moon Lvnding is committed to using music as that connective force, while also holding space for individuality and truth. We believe that when people are free to be themselves, and free to be heard, the community grows stronger—and the culture becomes unstoppable.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I’ve had music in my life for as long as I can remember. Growing up, our home was always filled with sound—oldies, mariachi, disco, funk—you name it. My mom made a point to take us to plays and musicals, helping me develop an appreciation for different cultures and the arts from a young age. I dabbled in violin and piano as a kid, played trumpet in middle school, sang in choir during high school, and today, I still pick up the ukulele when I can. Music has always been a thread running through my life.
In college, I majored in marketing at ASU and worked at the box office at ASU Gammage, where I gained even more exposure to live entertainment. I also completed a high school internship that introduced me to media production—photography, videography, graphic design—which ended up becoming a major part of my creative skill set. I knew early on that I wanted to merge my love for music with media and community in some way.
Toward the end of my college journey, I landed an internship with Relentless Beats, but unfortunately, the pandemic cut that short. Still, it opened doors and connected me to people who would ultimately introduce me to Moon Lvnding’s original founder, Nick Lamoureux. At the time, Moon Lvnding was mostly a small blog and music journalism platform. I began by contributing here and there—writing articles, shooting photos and videos, and designing visuals—really just trying to add value wherever I could. As the brand evolved, I played a hands-on role in expanding it, especially through live event activation. I led the creation of our first vendor booth, sourcing materials, doing the manual labor, and working almost every show since then to refine and grow what we offered. Over time, I took on more leadership responsibilities and eventually assumed ownership of the company as CEO.
These days, my role includes managing the team, planning our social media content, coordinating for upcoming events, and exploring new ways to expand the brand. I still get involved with creative work like video editing or design when needed, but I’ve shifted more into supporting and empowering the team—helping them chase their own dreams within the dance music scene.
Moon Lvnding has grown into a multi-dimensional media and community platform. We offer artist interviews, guest mixes, event coverage, music promotion, and community engagement. But more than that, we’ve built an ecosystem—connecting artists, fans, and brands through a shared love of music. Whether we’re promoting someone’s latest release or hosting their product at our booth, we’re about creating moments and bridges within the culture.
What makes us different is our mindset. Music is always at the center of what we do, but we place just as much emphasis on the people behind the music. Our approach is rooted in a core philosophy we call “Give Me Space,” which is about radical acceptance—giving people the freedom to show up as their most authentic selves. We’re committed to building spaces, both physical and digital, where everyone feels seen, heard, and celebrated. That commitment is tied directly to our slogan, “Uniting the World Through Music.” We believe music is one of the most powerful forces for connection, and we use it to bring people together while honoring their individuality.
One of the things I’m most proud of is the team we’ve built. We’re more than just coworkers—we’re a family. Everyone shows up with passion and heart, not just for the dance music scene, but for each other. We’ve grown together, and we’ve created something that’s bigger than any one of us. I’m also proud of the milestones we’ve hit along the way—partnering with major brands like Groove Cruise, Ultra, Insomniac, Relentless Beats, Boom Boom and sponsoring the EDMAs. Our vendor booth has become a recognizable and beloved part of the Arizona festival scene. People come by just to say hello, take a breather, or use our booth as a safe space—and that means the world to us.
At the end of the day, I want people to know that Moon Lvnding is more than just a media brand or a vendor booth. We’re here to uplift the art, the creativity, and most importantly, the people that make this community so special. Everything we do is in service of building connection, empowering expression, and uniting people through the sound and spirit of dance music.
How do you keep your team’s morale high?
Managing a team and maintaining high morale starts with leading by example. I never ask my team to tackle a task I haven’t already faced myself, whether it’s putting together an article piece, setting up our festival booth at dawn, or putting in late hours to finalize a video edit. That hands-on approach builds trust and shows that I’m in the trenches alongside them, not perched above.
Beyond modeling hard work, I strive to cultivate a truly collaborative environment where every voice matters. I’m candid about my own limitations and always welcome feedback or fresh ideas. To keep spirits high, I make it a point to “give people their flowers”—publicly acknowledging standout contributions during our regular team syncs and naming our “Stars of the Month.” We also reward effort with small incentives and celebrate together outside the office, from our annual holiday party to impromptu meetups after shows. Those moments strengthen our bond and remind us that we’re more than colleagues; we’re friends and family united by a shared passion for dance music.
When challenges arise—tight deadlines, creative ruts, or personal struggles—I aim to be the first person my team feels comfortable turning to. I listen with real empathy, and if I can help ease someone’s burden, I step in without hesitation. That openness fosters a culture of mutual support where people know they’re seen, valued, and cared for as whole individuals, not just as contributors. At the end of the day, high morale isn’t a perk; it’s the foundation of our creativity, our resilience, and our ability to push Moon Lvnding forward together.
Have any books or other resources had a big impact on you?
One book that’s had a meaningful impact on my approach to leadership is Creating Mindful Leaders by Joe Burton. It reinforced something I’ve come to believe through experience—that effective leadership isn’t just about strategy or structure, it’s about presence, empathy, and self-awareness. The book explores how mindfulness practices can transform not just how we manage teams, but how we show up for them—and that really resonated with me.
At Moon Lvnding, I try to lead with intention and compassion. Like the book suggests, leadership starts from the inside out. It’s about being grounded, listening without distraction, and recognizing when your team needs support beyond just deadlines and deliverables. I’ve learned that you can’t separate someone’s work life from the rest of who they are—and that creating space for people to be human is one of the most powerful things you can do as a leader.
The concept of mindful leadership also aligns with how we operate as a team. We genuinely care about each other. We communicate openly, check in often, and lift each other up—not just as coworkers, but as people. That sense of emotional safety fuels our creativity and keeps morale high, even during stressful seasons. Mindful leadership, to me, isn’t about being perfect. It’s about showing up with authenticity, staying present, and leading in a way that helps others thrive.
Contact Info:
- Website: https://www.moonlvnding.com
- Instagram: https://www.instagram.com/talljames07/ & https://www.instagram.com/moonlvnding/
- Facebook: https://www.facebook.com/talljames07 & https://www.facebook.com/MoonLvnding
- Linkedin: https://www.linkedin.com/in/jamesjimenez07
- Twitter: https://x.com/talljames07 & https://x.com/MOONLVNDING
- Youtube: https://www.youtube.com/@MOONLVNDING
- Soundcloud: https://soundcloud.com/moonlvnding
- Other: https://store.moonlvnding.com/
@moonlvnding
https://mailchi.mp/moonlvnding/newsletter-signup
Image Credits
Sebastian Sandler