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Electronic music focus of new club in Pontiac

for Journal Register Newspapers

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Amir Daiza has made a career out of betting on the next big thing.

The Detroit area promoter and venue developer has scored in the past with his Ritual firm and clubs such as Taboo and Saint Andrews Hall in Detroit, and Clutch Cargos, Industry and 7th House in Pontiac. Now he's plugged back in with Elektricity, which sits in the old Industry space and is showcasing electronic music, both local and international.

"I feel that type of music is probably going to be the fastest-growing genre in the next three or four years," says Daiza, who also promoted Moby's Area tours and has brought touring electronic artists to the Fillmore Detroit. "You can see it by what's happening with a lot of the Top 40 artist, hip-hop artists; they're all using these electronic DJs in their music."

Elektricity is having its Official Grand Opening this weekend with a performance by the duo No Regular Play on Friday, Jan. 13, and a night sponsored by radio station Channel 95.5 on Saturday, Jan. 14. But Elektricity actually opened on Nov. 18 and went through "a trial and error" period before shutting down for a week after New Year's Eve to tweak the set-up.

Daiza has put more than $250,000 into the room, including state-of-the-art lighting that was inspired by the productions artists such as Deadmau5 [cq] and others have taken on the road. He's also lined up a schedule of Friday big names that include Max Graham (Jan. 20), bt (Feb. 3), Passion Pit (Feb. 24), Kevin Saunderson and Inner City (March 2), Paul Oakenfold (March 30).

"The concept I have is similar to what we did with ritual -- bring in new artists and develop this new market and have them grow," says Daiza, who is also still running Clutch Cargos and the iLounge. "Back in 1991 we were doing all this underground grunge (rock), then one band came along and blew it open -- Nirvana. That's what we're doing again, only with DJs.

"You have the Movement (festival), which happens once a year and does real well, but there hasn't been a club that constantly does electronic music besides Bleu (in Detroit), which has been pretty sporadic. In other markets you have two, three, four electronic rooms, so we're trying to make that happen here."

The Elektricity Official Grand Opening weekend features a performance by No Regular Play, Ataxia & Secrets and YOS on Friday, Jan. 13. Tickets are $5. A Channel 95.5 Live event takes place Saturday, Jan. 14. Tickets are $10. Doors open at 9 p.m. both nights. Elektricity is located at 15 S. Saginaw St., Pontiac. Call 248-599-2212 or visit www.elektricitymusic.com.

Web Site: www.elektricitymusic.com

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