Two Parts, the Denver-based marketing and experiential agency, has purchased the Underground Music Showcase (UMS) from The Denver Post Community Foundation. The UMS has been the city’s largest, annual multi-day indie music festival for more than 17 years.
The UMS mission to promote local, underground music by hosting hundreds of performances across dozens of venues is a testament to Denver’s vast and vibrant music scene, which made Two Parts want to get more deeply involved.
“We have developed some of the city’s most unique craft beer, food, and maker-focused events,” said Casey Berry, co-founder of Two Parts. “We are excited to incorporate all of these experiences as we jump into planning UMS with full force. The UMS is a staple event among the city and was built on the same local-first mentality that we have at Two Parts. We look forward to carrying the torch for the next generation of UMS.”
This is a major achievement for Two Parts and further shows their commitment to showcasing and supporting Denver’s growing small business industries. Two Parts will continue to build on 17 years of fantastic Colorado-focused lineups, and add to the experience with some exciting new components in 2018.
Providing Denver with the best experiences around locally-driven products and quality establishments has always been Two Parts’ mission—and taking over the UMS further expands on that promise. They have previously injected music into the events they produce; the addition of UMS to the portfolio marks their first major music festival, one they are excited to pour their love and expertise into with the goal of creating the ultimate Denver weekend.
“I am excited to see what Two Parts does with the UMS. Their reputation for executing quality events and their commitment to craft makes them the ideal team to lead the next phase of the festival,” said Kendall Smith, former director of UMS.
The 2018 UMS will feature hundreds of bands from July 26 - 29. In addition to local music, the 2018 UMS will feature national acts, even more craft beer, food, spirits and beyond. Two Parts is excited to create a live music experience that immerses both festival newbies and seasoned veteran attendees.
“As someone who has attended and been apart of the UMS for years—it’s always been a dream of mine to run the festival from the ground up,” said Tobias Krause, event manager and Two Parts’ choice to lead the UMS. “I started out covering the festival as a journalist, and eventually worked my way into the fold to become the local talent buyer and showcase coordinator. With Two Parts purchasing the festival, I’m excited to have the opportunity to take the festival to the next level. Denver’s music scene is and has been producing some of the best acts around, and we’re excited to showcase that talent in 2018 and into the future.”