The Groove Cruise really is something unique. I haven’t personally been on any of the now many competitors, but from what I have heard Groove Cruise more than any other festival or music experience really has a family vibe to it. The word “family” gets thrown around a lot in the dance scene but I don’t use it frivolously. Groove Cruise Miami was my third (although the first not departing from LA), but I can assure you that it won’t be my last.
After returning to Chicago from Groove Cruise LA in 2014, I was still day dreaming about Anthony Attalla’s amazing sunrise set, in addition to the rest of the Incorrect Music after hours. It really made our team think that Anthony was a forward thinking musician who was focused on his fans’ experience. Sharing the same home of Chicago, we eventually crossed paths and started to get to know each other more personally. Almost immediately after we began talking with him, it was apparent that our similar missions made for an ideal collaboration. From there it clicked almost instantly – let’s do a limited run of 300 co-branded cases for Incorrect Music and give it away at the after hours during Groove Cruise Miami, where the Incorrect Army is always out in force. “It’s a great way to give back to my fans, so that they can enjoy the experience even more,” said Anthony Attalla. “Hearing is so important and most people don’t realize they’re losing it until it’s too late. I get my hearing tested regularly because I want to keep doing this forever. I’m sure my fans do too. This partnership was a great way to spread that message while as a bonus promoting the Incorrect Music Label.”
As you can imagine, it did not take much convincing to get me on another Groove Cruise. After spending four nights at the Incorrect after hours distributing our high fidelity hearing protectors with the DownBeats team, I have to say that all of our families grew on this trip. I met more cool and new people than I ever expected, and Anthony did an amazing job of helping out with distribution himself. The appreciation on so many people’s faces was amazing to witness in person. That’s really why I started this business in the first place – I’m just a fan myself, hoping to help other fans enjoy music now and forever.
If you are an Incorrect fan and didn’t get a pair of these custom cases, we do still have a few left that will be given out during the Incorrect Music showcase at Winter Music Conference. Anthony has a few himself as well, so if you happen to catch him on tour you might be in luck. Thank you so much to Anthony Attalla and the Incorrect Army for embracing us. See you all on a Groove Cruise soon!