What is AWOL
AWOL ASKS YOU TO GO ON VACATION, COMBINING EPIC DESTINATIONS, CONSISTENTLY UNBELIEVABLE DJ LINEUPS & GREAT PEOPLE. COME PLAY.
Unlike any other music experience of its kind, A.W.O.L., or Another Way of Life, is the perfect mix for the senses. Essentially a destination music event, AWOL asks you to go on vacation, with consistently unbelievable DJ lineups including Grammy-award winners, DJ Mag Top 100 acts & much more dance music talent. Hotel takeovers, pool parties & night events entertain & connect our Lifers from around the globe. AWOL not only features a music experience in the most beautiful locales around the world, but a culture of lasting connections, friendship, warmth, forward-thinking and open-mindedness.
AWOL is much more than an event or brand. It is a movement. An enriched group of like-minded beautiful people gather to adventure, celebrate, network, dance, enjoy new music & return with meaningful relationships & lifelong memories. Deemed “Lifers,” AWOL alumni have bonded into a rapidly expanding family of close friends and business partners. Our Lifers travel from San Diego, Los Angeles, Orange County, Las Vegas, Chicago, New York, San Francisco Bay Area, Mexico, Brazil, Australia, Sweden & more to go AWOL at our various events. The crowd is comprised of these loyal Lifers & those eager to join the culture, including music insiders, C-level executives, entrepreneurs, tastemakers & more.
In October 2009, an idea was born. Matthew Martinez, cofounder of the Los Angeles Groove Cruise, floated in to Cabo San Lucas for the final party of his five-year run producing the event. He had a vision that his events would no longer be on a ship - they would be right there, at Nikki Beach, in beautiful Cabo. Despite his wife's disbelief, one year later (in October 2010), the first-annual AWOL Sun was born. 250 guests spent 5 days in the warm Mexican sun, sipping micheladas and dancing away to the likes of Calvin Harris, Dubfire, Funkagenda, Donald Glaude, LA Riots, Scooter & Lavelle, Tara Brooks & more. Lasting connections & lifelong memories were made between those original Lifers & they returned the next year - nearly 1,500 strong.
AWOL experienced over 500% growth from 2010 to 2011 & continues to grow organically. In 2012, the brand expanded & produced AWOL. Snow, a winter sports event in South Lake Tahoe, (now held in Whistler since 2013). Then came AWOL Boulevard over Memorial Day Weekend in Los Angeles, AWOL Strip in Las Vegas & the third AWOL Sun in Cabo San Lucas. Offering the world's top talent in dance music, incredible destinations & venues & a culture of people you'll want to make your own, AWOL is in a perpetual stage of rapid growth, but the foundation upon which our brand was built - the culture - remains.
Nina, I have been meaning to write and thank you for a wonderful time in Tahoe. You are clearly in the most perfect job and are really good at what you do. I was so impressed that you remembered everyone's name and you hadn't even met me or my friends. It is hard to find that in people especially in your industry. Thank you again for your hospitality and a really great time.
Lisa Marie Giacinti
Great meeting you guys in Tahoe. Twas my first AWOL experience and def not the last. Keep my email and I'll look for updates to the new parties!
AWOL, AWOL, AWOL....wasn't sure where to start so I figured I'd just repeat it a few times. AWOL Cabo was full of amazing like minded people sharing energy, music and laughs....and possibly some nudity and other weirdness. I expect the same in Tahoe with another amazing line-up....Sander, Chris Lake....Kevin Brown. Can't beat it. For others it is another way of life, but for us this is our life.
David King O'Leary
I look forward to the A.W.O.L. trips like a little kid waiting for summer vacation. The group dynamic gets better and better with each trip, I can't wait to see who I'll meet on this next one!
Yo! I just wanted to say thanks for pushing me to go to AWOL Sun in Cabo. I
had an effing blast. Ended up actually staying, met a lady and stayed an
extra night. It was such good times with good people. Lets do it again
Co-Founder | Visionary | President
Matthew Martinez is the visionary, co-founder & president of A.W.O.L. Until May 2011, he worked in the corporate sector as a consultant for the largest benefit firm in the world, but has made the transition to pursue his passion of destination event production full time. Martinez has produced successful events with his company 4THEDJ both domestically & internationally over the last six years & oversaw massive company growth as a co-founder of the Los Angeles Groove Cruise. Under Matthew's leadership, A.W.O.L. has grown over 500% over the past two years. The continued domestic & international expansion of A.W.O.L. is now his primary focus.
Co-Founder | Chief of Epic
Jeff Smith is a serial entrepreneur, having participated as founder or co-founder in several companies, which were ultimately acquired. Smith served as CEO for search-marketing firm MatrixMT.com (sold to Geary Interactive), San Diego lifestyle guide DiscoverSD.com (sold to Platinum Equity) & others. His specialization in search engine marketing and web & content strategy combined with his ability to manage both onshore & offshore teams have enabled him to create consistent success in internet startup businesses. When not working, Jeff enjoys electronic & live music, as well as being an integral part of the party & entertainment experience wherever his travels take him.
Co-Founder | Chief Experience Officer
Nadav Wilf served as the co-founder & president of DiscoverSD.com, an online lifestyle guide based in San Diego, CA. Specializing in entrepreneurship & business growth, Nadav is driven by his ability to build teams of intelligent, motivated individuals who work efficiently to achieve their goals. Nadav has built & sold 2 companies before the age of 30: MatrixMT.com, of which Nadav was the CEO & co-founder, sold to Geary Interactive. In April 2011, Platinum Equity, owner of the San Diego Union-Tribune, one of the nation’s top newspapers, acquired DiscoverSD.com.Â When not focused on business expansion & skill development, Nadav is involved in philanthropy, events, fitness & travel.
Project Manager | Original Lifer
Nina Brunello serves as the project manager of A.W.O.L. and was one of the attendees of the first-annual A.W.O.L. in 2010. Specializing in organization, management & attention to detail, Nina drives the team to work creatively to build the brand. During her college years at University of San Diego, Nina served as an Event Coordinator for several destination event companies including Wild Side Travel, S.W.A.T. & Party Vallarta (PV Event Group). She has also served as the Entertainment Director for Antix Events, an event production company based in her hometown of Santa Rosa in Northern California, for the past 6 years. When not focused on development of the A.W.O.L. experience, Nina is highly involved in music, dance, events, travel & yoga.
Arti Patel Martinez
Life Support | Mother of A.W.O.L.
Arti, wife of A.W.O.L. visionary Matthew Martinez, was an integral part in the formation of the brand from its original planning stages. Her 5+ years of experience with past events (4 THE DJ, The Groove Cruise & more) allows her give seasoned perspective & insight on current and potential A.W.O.L. strategy. Her position, Life Support, is just that-providing emotional support (including A.W.O.L. Family dinners) to A.W.O.L. staff & executives. Arti currently serves as an admissions counselor for the Fashion Institute of Design & Merchandising in downtown San Diego & is engaged in the world of fashion, cooking, wine & music.
Promotions & Marketing
Andra Gheorghiu was born in Romania & moved to the United States at the age of 10. As a child, she traveled all over Europe while pursuing her career, acting, modeling, singing & dancing. She is currently a student at the University of California San Diego majoring in Communications, and interns for A.W.O.L. in order to gain experience in the marketing and sales realms of the events industry.
Chief Party Officer
Kevin Wolf is the Sr. Director of Media at Adconion Direct (proud sponsor of AWOL). Adconion Direct is a giant in the performance based online advertising world. Kevin and Matt grew up together in Colorado and have always shared a love for dance music, entertainment and a great party. Wolf has been part of the AWOL family from the very beginning and has participated in every AWOL to date. Not only is he an investor in AWOL, but he is also a strong believer in the brand, the people, the music, the culture and the way of life that is AWOL. When not working in the advertising world or on AWOL, Wolf enjoys all types of different music, dishing out hi-5's, dancing like a maniac and travelling all around the world.
The last 18 months have been a whirlwind of success for up-and-coming Artist Anthony Attalla. During this timeframe not only has he shown personal growth in the studio as a producer and on stage as a performer, but he has also demonstrated his passion for the business side of the industry by creating a platform to catapult talent through Incorrect Music, his music production-company, and latest endeavor.
As an artist, Anthony has charted 27 Top 100 tracks - including 11 Top 100 in a row - on Beatport.com. In addition, the demand for his live performance has grown to an all-time high with continuous touring throughout the United States, as well as international bookings in Europe, Ibiza, Mexico, Asia, and Canada to name a few.
Anthony has illustrated his advocacy of the EDM business world by launching Incorrect Music. Now surpassing its one-year anniversary, Incorrect Music has experienced success at an alarming pace. The label’s achievements during its inaugural year include having tracks played and charted by some of the industries’ biggest taste-makers, boasting over 35 Top 100 tracks (in only 18 months) on various Beatport Charts, and spreading its wings globally with artists from more than 20 different countries making up its impressive roster.
With Anthony’s multi-faceted approach to an increasingly demanding industry, he illustrates his ability to evolve and achieve as he continues to make his mark on the international dance scene.
Andrew Vassiliadis, also known as DJ WiReD, is a AWOL resident DJ as well as Technical Director & an integral part of the team. In addition to playing each event, WiReD advises on talent booking & set times, acts as the onsite artist liaison & manages the sound/production at all AWOL events. A loving husband, talented DJ & dedicated volleyball coach, Andrew is a great addition to the AWOL team.
For the past 10 years, Kevin Brown has been a fixture in the Southern California club music scene and has built a reputation of leaving club-goers and radio listeners alike ready for more. His crowd moving sets combine a delicate balance of intelligence, record choice and energy that ensures there is something in each set for everyone. Kevin’s musical taste, personality and philosophy of being half in the booth and half on the dance floor have enabled him to solidify his position as a staple West Coast DJ.
His house and open format sets have been heard at top venues in California, Las Vegas and Arizona and his resume speaks for itself. In 2011, Kevin was added to the roster as the newest resident at the Palms in Las Vegas and holds a monthly residency at Ghetto House Radio, a syndicated house music show in 20 markets. Kevin also holds rotating residencies in San Diego, Los Angeles and Scottsdale. As the sound of house music continuously evolves Kevin’s musical integrity, awareness and taste ensures that he will be a leader in the field for years to come.
Brady Spear has shared the stage with some of the biggest names in the music world including Skrillex, Mark Knight, Sander Kleinenberg, A-Trak, Roger Sanchez, Dillon Francis, Calvin Harris, Manufactured Superstars and many more.
Brady's music combines edgy electro, techno, nu-disco and house. In the sea of DJs, Brady definitely stands out from the crowd. French house artists such as Daft Punk, Alan Braxe, Cassius, and Fred Falke first heavily influenced Brady. Following their styles, Brady blends the most innovative sounds alongside intriguing beats that are undeniably his. He has entertained crowds from California to Las Vegas to Cabo San Lucas, Mexico.
Brady has the ability create a vibe with his arsenal of music that has people begging for more. From music festivals to intimate high-end parties, Brady has the full range that can make any event something to remember.
Amanda Malcom-Brown has always been a music junkie. As a kid, she would make mix tapes for her friends, and took pride in being the one who introduced everyone to new sounds. It began with underground hip-hop and punk rock, and at the age of 14, when she attended her first rave, she was bit by the electronic music bug, and dreamed of becoming a DJ. In 2010 it became a reality, and she jumped into the San Diego DJ scene head first, playing alongside DJ/Producers such as John Dahlback, Calvin Harris and Dubfire. In 2011, she moved to San Francisco and fell in love with the underground techno/house scene. Her DJing style has been strongly influenced by this, but you can expect to hear a wide variety from her. Amanda's sound can often described as bouncy, funky, fun and even dark. Amanda recently moved to LA and will begin focusing on producing.
Huy Hoang currently provides invaluable support & perspective to the A.W.O.L. team. Also an A.W.O.L. DJ, under the name Huy Believe, he assists in marketing, design & sales efforts. Huy Believe is a newcomer to the DJ/ Producer EDM scene & has only been at it for 2 years. He has been around the electronic music scene for over 15 years & has been influenced by various artists that surround it. Now looking to jump to the other side, he is an emerging artist looking to create his own identity. Huy Believe has been recognized as having a refreshing take on a scene that continues to evolve & seems to have an everlasting shelf life. His identity & musical influences vary from tech-house, minimal, techno, deep house, progressive, house & indie. He has created a style as a DJ around his sound & his growing reputation will take him as far as his vision goes. Huy Believe consistently plays all over San Diego & has also played in Los Angeles & Vegas. His future plans will consist of producing & releasing his first track while continuing to DJ at various venues across the nation and internationally. For more information please visit www.huybelieve.com.