Three best friends from Edinburgh are combining their mixed expertise to try to revolutionise the nightlife scene in Scotland's capital.
Working class lads Sasha Morrison 27, Josh Urquhart 25 and Ryan Brown 23, have been mates since they were teenagers having played football together and mixed in the same circles.
As they grew older they travelled around Europe and sampled what some of the major party hotspots on the continent could offer. But what they realised when enjoying their twenties was that Edinburgh was missing that spark that so many fantastic foreign and English destinations are able to boast within their nightlife scene.
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Lovers of house music, the trio felt that it was time for them to step up to the fray and offer something different to Edinburgh and its residents. With that in mind they have designed a bespoke and sophisticated events management business - If You Know You Know (iykyk) - to be able to offer a variety of house music inspired nights in Scotland’s capital.
To launch their brand they have organised an event at SkyBar for May 12 that they think will breathe fresh life into the house scene in Edinburgh. House DJs Adam Harrower, Ceegs and Kyno and Em Beswick will support the mainline act Max Dean during the night.
The three friends however have all had a different journey to arrive at where they are today, with Sasha being the only one with experience of events, having offered infrastructure through his agency Alba Events. Sasha has worked around the world, helping to support global brands at Grand Prix’s and major golf meetings such as The Open.
On his motivation to go into business with his mates, he said: “I run an agency, Alba Events, that builds infrastructure for major brands at events like The Open at Gleneagles, Formula 1 and even Creamfields.
“I lost my mum at the start of the year so I was motivated to do better in my career. She always supported me to achieve as much as I can in the first place.
“I know and trust Ryan and Josh who both share the same ambitions as me. We all have a strong work ethic and are committed to having our own product together.
“It feels good to put plans in motion with people I know and grew up with. For us an important goal is to create an event that leaves a lasting experience with people who attend.
“I’ve got almost a decade of experience in events including a qualification in events management. Together we have a broad range of experience plus a shared hunger to do well.”
Josh shares the same enthusiasm for their vision and says that he too is relishing the opportunity to make a success of their venture. What he brings to the table is an acumen for all things financial, having worked in the financial services industry since leaving school.
He added: “It feels good to be taking this on with friends especially given the fact we all share the same drive and passion. However we do have different work ethics, skills and strengths.
“Obviously with best mates we can have some slight disagreements but we have learned to appreciate everyone’s different viewpoints and to utilise each other to pull this off.
“I feel we are creative and know what people want in terms of what makes a good night out. I personally have an eye for detail and can identify things the average person can’t.
“We all have different skill sets and strengths but all share the same vision and drive so come together to make things work.It is an important goal to gain good publicity for the capital’s music events space and to provide fresh, unique and exciting events for the people of Edinburgh.
“We will also be providing opportunities for up and coming DJs in Edinburgh where we will treat them right and help them to get the recognition they deserve.”
With any operation like this, it is always worthwhile to have someone who knows a thing or two about electrical engineering. That is where Ryan comes in with his hands on experience as an electrician.
He said: “I work as an electrician which means I’m able to provide some of the more hands-on technical skills. I have a passion for music events, and have travelled around the world with Josh and other friends visiting various famous festivals.
“I’m really motivated to work with my mates and create what I believe will be a refreshing music experience for the city. I really hope we can create memorable moments for the people of Edinburgh.
“I am a hard worker and a grafter. I get things done and I’m not shy and have no fear when approaching people.
“We all have the same vision and want the same outcome to revitalise the Edinburgh music scene and do some exciting things. We see endless potential with this project.”
Those wishing to attend their launch event and explore more about what iykyk do, visit their Instagram page here.
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