404 Day Showcases a Variety of Atlanta Sounds
Every year, Ricky Rothstein (Ricky Raw of Mighty High Coup) throws two special parties. 404 Day and 808 Fest are celebrations of Atlanta culture, bass music, and the deep underground that keeps nightlife fun in this city. Last year, at 808 Fest (read my review), the music was almost entirely trap from beginning to end, so that was what I expected of this 404 Day celebration, but I could not have been more wrong. This year, 404 Day was a full representation of all that Atlanta has to offer, with a wide variety of styles on the lineup, and three rooms offering unique vibes for all attendees. I wandered freely between Bone Lick BBQ, The Edgewood Speakeasy, and The Music Room all night, taking in the sounds and mingling among the crowd of friends and strangers.
The crowd was full of unfamiliar faces, but those I did recognize assured me that this was a “who’s who” gathering of Atlanta music heads, performers, producers, and personalities. Everyone was able to easily move around all night, as none of the rooms were particularly packed at any given point in time. While the ticket sales may have been a bit shy of a sell-out, the consistency and continuity of these events year over year is certainly making Atlanta pay attention to Ricky Raw and his growing ownership of these two important Atlanta parties.
As I arrived, Section 8, Ployd, Zubah, Nematodes, Vandal Rose, and J Stella were putting together a massive b2b (2b2b2b2b) set, mostly comprised of deep dubstep. Things strayed into some EDM and riddim, but for the most part things held true to the “Slow and Low” format that Ployd has built up and which most of those names participate heavily in. Over in the Speakeasy, Raskal and Bri were representing the house scene with a lively set that had their friends and fans dancing at the bar. Downstairs in The Music Room, Marble Mansion played a set that started off deep and dubby, but ended with some full-on EDM with NGHTMRE’s remix of “Goosebumps” by Travis Scott (you can check out my interview with NGHTMRE here).
Ralph and Louie took over Speakeasy next, continuing the house music vibe while Jay Envy manned the decks downstairs. He played a solid set of hip hop that borrowed heavily from Atlanta artists, and it felt very appropriate to the event (check out our interview with Jay here). As midnight grew near, however, the crowd started to gather into the Music Room for the headliner performance by The Treasury, the recently birthed bass music project of Psycho Disco label boss Ashley Jones, better known as Treasure Fingers. You can read my interview with Treasure Fingers here, in which I ask him about his side project. A Treasury set really needs to be experienced in full to be appreciated. Perhaps even calling it a side project is a mistake, as audiences have met his performances with great excitement, from his Boiler Room debut to the heart of Atlanta.
Towards the end of The Treasury’s set, someone yelled out “this shit goes hard!” and even though the beats were actually quite mellow, the bass was real and it hit the crowd at a deeper level than even some of the heavy bangers in the night had done. This was a semi-live set by The Treasury, and having a keyboard and launch pad to play samples and stems out of Ableton added a really special element to the performance beyond what a standard DJ set might have offered. By the time The Treasury had finished up, the busy bar had helped all the patrons get into a fairly good mood and, barring one sloppy patron who knocked over a few drinks, everyone was having a great night.
Armanni Reign changed things up with some live rap and event host Ricky Raw took the stage even later. As the Atlanta music scene evolves, it’s nice to see an event like this keep pace with the times. Rather than stubbornly sticking to one genre or sound, 404 Day is willing to take risks and showcase everything that Atlanta has to offer. I hope next year, even more people come out and show this event the attention it deserves.
Photos by Dylan York