Disco in the Trenches
Imagine a party where the energy is pure, the fashion is fabulous, and the soundtrack is a guaranteed trip back to the golden age of dance. This is the world of Gimme Gimme Disco, a live entertainment empire built by founders Ethan Maccoby and Alex Badanes.
Starting their journey in 2015 with Emo Night Brooklyn, Ethan and Alex weren’t just looking to host events; they wanted to live the experience themselves—a room full of people singing loudly to the music they grew up with. What started as a personal passion quickly exploded into a global phenomenon. Today, their collective live entertainment business has sold more than 2 million tickets across 5,000 events in over 250 cities and 10 countries.
The impact of this model is staggering. These events have generated over $30 million in ticket revenue and contributed an additional $24 million in local economic activity worldwide, proving that a shared love for music can create massive economic and cultural ripples.
Their flagship event, the Gimme Gimme Disco Fest, perfectly encapsulates their philosophy. Last month, the festival brought partygoers to The Rooftop at Pier 17 in New York City for an all-out bash featuring timeless hits from ABBA, Donna Summer, Cher, and the Bee Gees. It’s a masterclass in creating an audience-focused event where sequins, platform shoes, and incredible tunes meet.
But how do you bottle that kind of joy? Ethan and Alex found that the secret lies in letting the crowd’s natural energy build the show. They provide the space and the outlet, allowing people of all ages to dress up, dance, and groove, creating a magical, unifying experience.
The true genius of the model lies in its replicability. Since the initial success in Brooklyn, the duo leveraged their relationships with venues and promoters globally, confidently taking the disco spirit far beyond New York. Disco is a universal language, and this realization allowed them to book GGD in city after city, proving that a shared musical heritage transcends borders.
As they evolved, so did the production. What began with a laptop and an aux cord quickly transformed into a full sensory experience. They invested in incredible visuals, dynamic disco ball effects, and fun giveaways, creating an immersive environment that maximizes the excitement of the moment.
Their philosophy extends beyond the spectacle. Ethan and Alex believe that live music and live performance are essential tools for modern life. In a world dominated by screens and isolation, bringing people together in person—allowing strangers to connect through a shared love of music—is irreplaceable. It’s the power of music to bypass everything else and forge instant human connection.
To translate this magic into a massive brand, they relied on a blend of organic community building and savvy digital marketing. While their social media platforms like Instagram and TikTok are the biggest drivers of discovery, they focus heavily on building local communities by partnering with local DJs, promoters, and photographers. This community-first approach, combined with targeted paid advertising, ensures that the message of shared experience reaches audiences hungry for genuine connection.
Every day is a dynamic adventure for the founders, shifting between announcing events, fine-tuning marketing logistics, and executing flawless shows. It’s a magical ride, constantly evolving and iterating after each festival, powered by the undeniable truth that when people connect over music, anything is possible.
Buy on Amazon
Credit
