When a blizzard hits New York City, most people bunker down at home, just like this weekend. Five years ago, a blizzard did not stop this original pack of ravers from trekking through the storm for one night of dancing, and Wolves of Winter was born. What started as a spontaneous moment of anxiety has evolved into a tradition that defines winter nightlife in New York City. On the night of the 5th anniversary of Wolves of Winter, the MyPlayground Media team had the opportunity to talk with DJ Lars. The visionary behind this iconic party, at Bogart House in Brooklyn to dive deeper into the journey, the challenges, and the vision for the future of Wolves of Winter.
Artist Interview Episode 014: LARS
The Origin: Wolves of Winter
During the inaugural year, DJ Lars witnessed a community so passionate about electronic music and connection that they would brave a New York City blizzard to be part of something special. That resilience, that pack mentality, became the foundation for what Wolves of Winter represents today.
"The way it started was I had this venue and all these people coming out, and a blizzard came through New York City, and my anxiety went through the roof. Thought nobody was gonna show up, and they all trekked it through the snow from far and wide, and I dubbed them all the wolves of winter for coming out to the party, and it kind of just became a tradition from there to give people a reason to dance in the dead of winter in New York City." - DJ Lars
The name itself carries meaning. Wolves are known for their loyalty, their strength in numbers, and their ability to thrive in harsh conditions. By calling his attendees "wolves," DJ Lars created an identity and a sense of belonging to something bigger than just a party. It's a community built on shared values and a love for dance music.
"Best city in the world? My family's from Long Island. I'm from outside of Philadelphia. I spent a lot of my life coming in and out. I lived here at one time. I used to DJ all over the city in Brooklyn and Manhattan. I got to a point where I want to just start hosting my own events and just be more in control of the lighting, the sound, the DJ line-up, and, you know, the ticketing." - DJ Lars
Brooklyn, in particular, has become synonymous with underground and progressive electronic music. The borough's intimate venues, world-class sound systems, and diverse music community make it the perfect location for an event such as Wolves of Winter. By choosing to host his own events rather than simply performing at others' venues, DJ Lars took ownership of the sound quality, the lighting design, the artist lineup, and the overall experience. Choosing this decision to move from being a performer to being a promoter and curator represents a significant shift in the electronic music industry. It's a trend we're seeing more in DJs and producers taking control of their own narratives and creating experiences that reflect their artistic vision.
The Origin: Wolves of Winter
It’s not all fun and games, and being the host of your own party, running an event like Wolves of Winter is far more complex than most attendees realize. Beyond the music and the dancing, there's an intricate web of logistics, marketing, and coordination that happens behind the scenes
“The most difficult thing is finding what really resonates with others to get them excited to like, share, and help me market it. In the sense that there's so much behind the scenes that I have to do, for example, we've got our lighting guys here. There's so much coordination. I also work full-time, so just like finding that right way to really trigger and get people to get excited to want to invite others, because at the end of the day, like these things are successful when people come and that has been a tricky part that I'm very lucky that I have such close friends who are like so supportive and do that for me and it really like takes a load off of my plate." - DJ Lars
There are many steps that a person must complete before executing the event full force. In an oversaturated event market, standing out requires more than just booking a good DJ. It requires authentic storytelling, community engagement, and the old-fashioned word-of-mouth marketing. DJ Lars emphasizes that the most effective marketing comes from genuine excitement, when attendees are so moved by an event that they naturally want to share it with their friends. From booking artists to managing ticketing, coordinating with venue staff, arranging transportation, and handling technical requirements, event promotion demands constant attention to detail. For a quality dance music event, professional lighting and sound systems are key essentials to creating an immersive experience that justifies the ticket price and keeps people coming back year after year.
What makes DJ Lars' achievement even more impressive is that he manages all of this while working a full-time job. This is a reality for many independent event promoters in the music industry, by juggling day jobs with their passion projects, relying heavily on their network of supportive friends and collaborators.
"The most challenging part definitely is locking down the proper venue. There's a lot that goes into it with sound, space, like location, and then obviously like pricing. Bogard House has been amazing for everything, the amazing sound system, space, and they treat me really well. But I had fought this battle between good space and good sound for a very long time until I was able to really find the right fit for both." - DJ Lars
Finding the right venue is perhaps the most critical decision an event promoter can make. It's not just about having a large enough space; it's about having the right combination of factors that create an optimal experience. A world-class sound system is non-negotiable for electronic music events. Poor sound quality can ruin even the best DJ performance. Bogart House's Funktion-One sound system is industry-leading, providing the clarity, power, and precision that electronic music demands. Bogart House clearly checks all these boxes, which is why it has become the home of Wolves of Winter.
The Dream: Wolves of Winter Festival
In the past, in the music industry, there have been many curated events and parties that morphed into three-day festivals. We had to ask DJ Lars if he could turn Wolves of Winter into a festival, and who would be on the lineup? Where would it be?
"In the snow, because it started in New York, it needs to stay in New York. Maybe we find an area in Brooklyn where there's a more intimate indoor club, similar to this, and then maybe a space similar to a Superior Ingredients, where you have a retractable roof, and you know, if it started snowing, we could see the snow falling on us. More deep tame but maybe more into the tech house techno side of things, and then the main stage would be Steve Angelo. In techno would be Joseph Capriotti." - DJ Lars
This vision reveals DJ Lars' ambition and his deep understanding of what makes an electronic music festival memorable. A three-day Wolves of Winter festival would be a game-changer for Brooklyn's nightlife scene. In a breakdown of where, when, and who would perform at a Wolves of Winter Festival. DJ Lars imagines a smaller, more intimate venue would serve as the foundation. This is where the "wolves" would gather in their natural habitat, creating that close-knit community feeling that defines Wolves of Winter.
Imagine dancing to tech house and techno while snow falls around you. The ultimate expression of the Wolves of Winter concept. It merges the outdoor winter elements with the comfort and sound quality of an indoor venue. With headliners like Steve Angello and Joseph Capriotti, the main stage would deliver the energy and production value that festival-goers expect.
The Craziest Wolves of Winter Moment
This story was the ultimate test of an event promoter's resilience and problem-solving ability. With three-hundred people expecting to attend and two venues canceling just two hours before showtime, most promoters would have panicked. DJ Lars and his team found a solution.
"The second year, we had the two venues cancel on us two hours before showtime, and I had 300 people coming out. So we got double-booked, and then we had to get another venue canceled, and I had 300 people coming out, and we last-minute got a rooftop to open for us. He's like, you have 300 people coming? I'm opening for you and saved the day, and we just made it what it is. That was a lot of stress, and we somehow finessed it, and the party happened." - DJ Lars
The rooftop venue owner who stepped in to save the night from complete cancellation was willing to do so because of the relationship and reputation DJ Lars had built. Strong industry relationships are invaluable when crises occur. The attendees got their experience, and the Wolves of Winter tradition continued. That commitment to delivering for your community builds loyalty that lasts for years.
"Kind of the first thing is to figure out your capacity and like how much you can rely on your current network. It's good to be optimistic, but you have to be realistic, especially depending on how much you're willing to spend and the size of the space. So, you know, if you're playing some shows, figure out which ones you're really selling and just start small and incrementally, like go. Don't try to you know sell out a 400 or 500 person venue if you're only gonna get 100 people there, you know you don't want to put yourself in that hole. Just step by step, it takes time, and a lot of work, and consistency, you get there." - DJ Lars
The Future of Wolves of Winter
As Wolves of Winter celebrates its 5th anniversary, the event has evolved from a spontaneous response to a blizzard into a cornerstone of Brooklyn's winter nightlife. DJ Lars' vision for a three-day festival, his expansion into Chicago, and his commitment to quality and community suggest that this is just the beginning.
The Bogart House was packed to the brim with raver wolves; there were no phones in the air, just dancing and vibing to soulful house and electronic dance music. The night started slow, but within the first hour, most people arrived, despite the snowstorm that was heading to New York; it didn’t stop anyone from ruining the night. The electronic music scene is constantly evolving, with new sounds, new venues, and new communities emerging. But the core of what makes Wolves of Winter special is the sense of community, the commitment to quality sound and production, and the celebration of dance music culture.
Conclusion: Join the Wolves
The story of Wolves of Winter is ultimately a testimony about community, resilience, and the power of electronic music to bring people together. In a world that often feels divided, events like this serve as gathering places where people from different backgrounds come together to celebrate, dance, and connect. In New York City, Wolves of Winter has evolved into ravers tradition celebrating the passion of dance music. Can’t wait for the 6th anniversary of Wolves of Winter!
Interview Segment: ‘Either/ Or'
Armin van Buuren or Tiesto?
Tiesto
Eric Prydz or Steve Angelo?
Steve Angelo
Thomas Gold or R3hab?
Thomas Gold
SILO or Superior Ingredients?
Superior ingredients because of the ties to Output
Knockdown Center or Elsewhere?
Knockdown Center
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