How Sweet It Is Review – How Sweet It Was Indeed

People often like to make lists of “things you must do before you die,” but I’ve always thought that’s a little backwards. Instead, I’d rather see it as “things you must do to more fully live,” and last Saturday night I just so happened to stumble across one of those things: Every human being should experience an Insomniac event to live life to the fullest. How Sweet It Is, Insomniac’s most recent dance music festival, took place last Saturday, March 21st at the NOS events center in San Bernardino, and as soon I stepped into the first dance area and felt the ground thumping at my feet and saw the lights spiraling designs on the ceiling while the DJ lead thousands of bodies into the art of dance, I knew I was experiencing something new and beautiful, something everyone must see for themselves.



Insomniac advertised their event saying “Celebrate the freedom to dance and the joy of self-expression at this ultimate gathering of the tribes,” and those who came out for How Sweet that Saturday night did just that. The thematic imagery of the night was a jungle based fusion between lights and plants, adding a tribal feel to the entire event. Wandering between the four stages and seeing crowds completely wrapped up in the electronic music, I couldn’t help but see the gathering as the new tribal dance; a tribal dance for those of us whose city is our jungle, massive sound-systems our drum circle, and electronica music our primitive cry.

The talent that Insomniac pulled in for this night was impressive, showcasing such well renowned artists as Kraak and Smaak (best known for their hit song Squeeze Me), Booka Shade, Fedde Le Grand, DJ Sneak, Bailey, Killa Kella, and Shy FX. Contrary to many dance music festivals, How Sweet It Is was not just DJ’s spinning on a stage, but a united effort between singers, rappers, musicians, DJ’s,, dancers, and video/light artists.



The event was spread out over four uniquely themed stages: The Temple of Imagination, Garden of Eden, Bassrush Dome, and the outdoor Moonstruck Stage. Each stage had its own unique lighting, design and music genre: including trance, electro-house and drum n’ bass. The Garden of Eden area had four giant video panels on each side of the main stage, with mind-blowing lights and lasers strung above the center, flashing patterns and designs across the ceiling and over the crowds. Giant mechanical flowers clung to the walls and fully costumed dancers on stilts towered through the packed dance floor. The entire night was imaginative and surreal; an invitation to come lose yourself in the art of dance.



It’s with good reason that Insomniac events have been gaining popularity and fame over the last few years. Their events are known for their creativity, quality sound, impressive line-ups, good vibes and all around unforgettable experiences. The dance music scene is still gushing about how good their last major event, Nocturnal 2008, was. But things are only getting better, coming up this June, Insomniac will be throwing its annual, world-renowned Electric Daisy Carnival (EDC). This year for the first time ever it will be a two-night long gathering of pure bliss, bringing in unbelievable talent including Paul Van Dyke, Benny Benassi, and Fatboy Slim. But if June is too long to wait, Insomniac’s Audiotistic is coming up this May 9th, showcasing trance legend Above and Beyond, The Thrillseekers, Kill the Noize, Does It Offend You, Yeah? and more. It comes as no surprise that Insomniac Events was nominated in the Best Event Promoter category at the 24th annual International Dance Music Awards in 2009.

I could rant for pages more about how festive, wild, imaginative and unique Insomniac events are, but there is really only one way you can find out. It can’t be told or explained away, it must be experienced. My advice to each and every reader out there: Go to future Insomniac events. See the magic for yourselves.

For more info on Insomniac Events, click here




Photo Credit: Dr. Logic   

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