Finding Community In Unexpected Places: The High Tide Story

I haven't posted about my "second job" on LinkedIn but as we gear up for our two-year anniversary, it feels appropriate.

To start, let's rewind to early 2022. Toronto was coming out of a wave of lockdowns as restrictions were starting to lift on social gatherings. My friends wanted to start socializing again, but we all felt a bit out of place at events around the city. I had been a DJ from 2016-2019, but stopped right before the pandemic as my musical tastes had changed and many of the venues I played had either been demolished or converted into new businesses.

These circumstances all led me and Aidan D'Aoust to create High Tide, which started as a free, monthly party in May 2022. Since then, High Tide has expanded beyond what we ever imagined it could be. I've been a digital + creative strategist for over a decade and it's been incredibly rewarding to align my professional and personal lives into a brand that I get to manage alongside some of my closest friends. Over the last few months, we've brought on additional team members who specialize in key areas, including DJing, event management, music production, lighting/tech, creative and photography.

Toronto is a literal and figuratively cold city. I'm convinced people don't go out to have fun and we wanted to flip that on its head by creating a space where people can actually be themselves, let loose, dance and not care about anything else. High Tide's slogan is "I'd rather be on the dance floor" and our events reflect this inclusive, positive mindset. Key components of this ethos are making sure at least 50% of our events are free, and ensuring that all ticketed events provide guests with a unique experience that they wouldn't normally get on a night out.

We've had some notable milestones over the past couple of years:

• Launched Instagram and TikTok channels that now have approximately 3.6K combined followers
• Created and sold out of our own line of merch with an original tote bag design
• Received earned media coverage courtesy of a BlogTO video feature + interview
• Played our first festival by closing down Saturday night at Do West Fest 2023
• Launched our playlist series to highlight up-and-coming talent
• Scaled our business by incorporating ticketed events (alongside our free 'Open House' events) which have allowed us to collaborate with some of our favourite musical acts + venues in and outside of Toronto
• Secured our first brand partnership (Herradura Tequila sponsored our 'Open House' event series in 2023)
• All ticketed events have sold out and highlights include a 90s, Electric Circus-inspired Halloween event at the Ace Hotel and building + performing in an interactive cube at the Drake Hotel on New Year's Eve
• Played our first non-Toronto show this past weekend in Montreal

We're currently preparing for our biggest event yet as we look to throw a party inside the CBC building.

Yes, you read that correctly.

Nestled in the heart of the CBC building, The Combine isn’t necessarily the first place that comes to mind when you think of heading out for a night of dancing, but that is exactly why we are drawn there. With two floors, tons of open space, and a DJ booth, it’s the perfect blank canvas from which we can build an experience.

I'm also really excited that we've booked my old VICE Media colleague and friend Corinne as our headliner. She's been based in Brooklyn for the past few years and has been rising through the ranks of the New York circuit, lending direct support to notable tastemakers across house and techno.?

So yeah, now you know about High Tide.

If any of this interests you, please feel free to shoot me a message, follow us on social media or attend an upcoming event for yourself. And if you work with a brand that's looking to engage with young people in a meaningful way, I'd love to chat.

PS. There are also still some tickets left for this weekend and I'd love to see you there. Learn more HERE.

Until next time,

Sasha