The Cruz Coalition was formed in 2011 by David Loomstein and Art Cruz. Pillars of the L.A. Underground and part of the original Area 33 team, David and Art branched off to specialize in dance music events, festival and live event production. Coalition events blend underground aesthetics, international and local talent with solid business practice. Our events are artistically respected special occasions showcasing the diversity of the Los Angeles Arts Community.
Over the years, Art specialized in freelance production while David ran the Coalition, assuming full ownership of the company in 2020. David sees the business charter as planning, developing and building world class live dance music events for the LA Community and beyond. Participating in every aspect of event production, or taking on strategic, finance, ads and logistics, freeing event producers up to be creative. A haven for producers, visual artists and fans, steering each event towards best practices and results.
The Coalition brings event production, creative and business guidance to dance music events and producers who seek to collaborate and grow. We have a state of the art network of venues, talent agencies, artists and staff with an active list of 12,000 art aficionados. Competencies also include social media marketing, ad creation and metrics, budgets, pricing, and curation. We cover any and all event functions, including creative - especially in genres of house and breakbeats - or we'll focus on the business and leave the creative to you.
Tell us what you loved about our most recent dance music events, or let us know how we can make our next event production even better. Referrals and recommendations are welcome. We're here to make the best events we possibly can for all involved.
Are you passionate about music, art, dance, culture and community? We wan to hear from you: