Brand Identity / Web Design / Content Strategy / Editorial / Event Production / Creative Direction
The Groove Palace
A taste-driven Miami music platform — 7 live events, 41 curated mixes, 38+ artist features, and a Discovery editorial. Built from nothing in under two years.
THE IDEA.
I didn't set out to build a brand. I set out to create something I wanted to exist.
The Groove Palace started in September 2024 as a personal project - a platform to share the music I loved, give emerging artists a real editorial home, and eventually bring people together in a room. What it became is something I'm genuinely proud of: a recognized name in Miami's underground house music scene, built from nothing with a small creative team, in under two years.
Every decision at TGP is taste-first. The artists we feature, the lineups we book, the venues we pursue — none of it is driven by what's easy or what's popular. It's driven by what we actually believe in. That point of view is what makes the platform credible, and credibility is what opens doors. Getting invited to produce at Jolene Soundroom, one of Miami's most respected underground venues, didn't happen because we chased it. It happened because we built something worth taking seriously.
As the platform grew, so did the team. Drew, a Miami-based creative with a background in marketing and video production, joined to help push the brand's visual and social presence forward. Arturro, a writer and content producer, contributes to our editorial output including Discovery pieces and long-form features. Building that team around a shared vision has been one of the more rewarding parts of growing TGP.
THE BUILD.
Brand Identity — The visual identity was designed in-house from scratch — logo, color system, typography, flyers, cover art, and social graphics — maintaining consistency as the platform scaled from intimate showcases to 1,100+ person events. Warm, sophisticated, and distinctly Miami without being cliché.
Website & Digital Platform — thegroovepalace.com is a fully custom Squarespace build designed to function as a living editorial platform — not just a promotional page. Five sections each serve a distinct purpose: Events for show listings and ticketing, Artist Insights for long-form interview features, Discovery for cultural journalism, The Vision for the brand's mission, and a homepage that ties it all together — surfacing the latest content, featuring the Selector of the Week with an embedded SoundCloud player, and pulling in a live Instagram feed. The site serves three audiences simultaneously — artists checking credibility, fans looking for content and events, industry contacts evaluating the platform — and acts as the distribution backbone for everything TGP produces. Instagram flows from it, not the other way around.
Content Engine — Every piece of output TGP produces has a corresponding social treatment on Instagram. Mix releases, artist interview carousels, Discovery pieces, event announcements, flyer reveals, day-of hype, event recaps — nothing goes live on the site without a moment on social, and nothing happens at an event without being documented and distributed. This one-to-one approach means the audience can engage at whatever depth they choose — a quick scroll or a full read. I serve as editorial director across all of it — deciding what gets made, how it gets packaged, and when it goes out.
Live Events — Events are where the brand comes to life. I produce every show alongside Drew — artist booking, venue negotiation, ticketing, creative direction, promotional strategy, and day-of operations. Lineups are curated around sonic cohesion, not name recognition. Seven events in, the shows have grown consistently in scale, venue prestige, and audience — from Hyde Beach in March 2025 to Jolene Soundroom in April 2026.
Video & Content Production — I direct TGP's full content operation — editorial planning, mix releases, event promotion, recaps, and social distribution. Drew contributes significantly to video production, bringing reels, event recap footage, and promotional video to life with consistent visual quality. Together we cover every moment — pre-event hype through post-show documentation — across static posts, reels, stories, and carousels.
THE RESULTS.
Seven events. Each one a step forward.
41 curated mixes published 27,500+ SoundCloud plays — top mix at 6,970 plays 38+ long-form artist interview features 10+ Discovery editorial pieces — each paired with a custom Instagram carousel 2,310+ Instagram followers
THE TOOLKIT.
Brand & Visual — Adobe Creative Suite, Figma
Web — Squarespace
Content — SoundCloud, Instagram, Editorial direction and production
Production — Event logistics, artist booking, venue negotiation, co-promotion