Giant Los Angeles
They Might be Giant
Since January 1st, 2000, Giant has been producing some of the largest New Year’s Eve parties in the world. They also produce a weekly Saturday night dance club in Hollywood (currently installed at the gigantic venue, Avalon) and various other large-scale events in Las Vegas, San Diego, Newport Beach, and Miami. They are the West Coast exemplar of mainstream electronic dance music (for the 21-35 year-old crowd), and Colorola has defined their look from the beginning. Featuring some of the highest grossing entertainers in the world like Tiesto, David Guetta, or Armin Van Burin, the Giant brand is highly market-driven. And while the dj names are important (and costly, earning $40,000 to $100,000 for a few hours of music mixing), Giant also relies on high-visibility campaigns to fortify the brand. Much of our effort has been to maintain a balance between brand continuity and the need to revamp the brand for an audience that is as fickle as it is fun. Though Giant’s entertainment offering is ostensibly mainstream, the dance crowd is subject to shift its preferences with little notice. In order to keep Giant relevant for early adopters, our attempt has been to push the envelope with the visual marketing, remaining highly visible, but without the patina of a hard sell.
The competition for this demographic is fierce. Another festival, rave or nightclub with equally attractive programming can potentially steal the numbers with one crowd-pleasing booking. So we’ve worked hard to build a residual audience that is as loyal to the Giant brand as they are to the personalities that take to the decks. We’re also competing against other diversions: agressive campaigns from video games, to sports, to cinema dot the vast entertainment landscape that is Southern California, and we’ve managed, through innovation and wit, to keep Giant front and center. The Giant crowd is a perfect microcosm of today’s young American, and we’ve certainly benefited from our privileged access to this dynamic, ever-changing market.