Paper Diamond, Bag Raiders, and Blackbird Blackbird are Throwing a Bi-Coastal Beach Extravaganza

The party series brought to you by the leaders of the iconic lime-laden longnecks has been working hard to reverse some of the taboos behind branded parties, keeping it loud while pushing an atmosphere synonymous with the laid back vibe of the Mexican beaches their drink first came to life throughout. "Authenticity by association with the right events to deliver a compelling consumer experience has been a large part of our approach," says Alex Schulz, one of the managers of the series.

Schulz and the rest of her Corona-slinging squad know that talent is key for making a party great—and their upcoming Day of The Dead parties, which will take place simultaneously in Miami and LA this Sunday, with Paper Diamond, and Blackbird Blackbird and Bag Raiders, respectively, are a case in point. "We never wanted to align with a big DJ or music act to slap a logo behind them or put them in a commercial as a way to buy into the culture," says Schulz. "We do feature more established artists, but also look for up-and-coming artists to support their journey, too. We don't sacrifice substance for style and don't believe any single branded activation will make or break the event."

This weekend, for one thing, promises to be a big departure from the EDM-leaning Las Vegas soirées they've cut their bottle caps to over the last ten-plus years. In LA, Bag Raiders and Blackbird Blackbird will be easing the Halloween hangover pain with chilled rooftop sets at the city's Mondrian Hotel Skybar, while Colorado-via LA bass specialist Paper Diamond, and Brazzabelle, will bring some heavier rhythms to Miami at the city's 50 Ultra Lounge. "It's Miami! People are already professionals," Paper Diamond told THUMP, asked how he thinks patrons will manage to keep their party juices flowing on the Sunday, Saturday night hangovers notwithstanding. "Music, free drinks, and the beach should do the trick."

When Paper Diamond brings his sounds to Electric Beach for the first time this weekend, he hopes to use the set as a chance to showcase some new music he's been working on. "I'm currently in the middle of writing an album and will definitely be playing some exclusives," he says. "I always adjust the sets i'm playing to fit the vibe and have the perfect beach set in mind."

While Paper Diamond does his thing, Aussie synth-pop boys Bag Raiders and live-beat maestro Blackbird Blackbird will be all the way at the other side of the country, pumping up enough BPM to keep partiers habituated to an entirely different nightlife context— L.A.'s infamous rooftop scene—feeling invigorated, too. "Every city and venue has its own flavor and vibe that ultimately needs to deliver the mentality the brand communicates—we celebrate that to make the experience personal and unique to those party-goers," says Schulz.

With Halloween finally upon us, and a seemingly never-ending slew of party options popping off across the entire country, Electric Beach's simultaneous rave-off will add its own slice of life to one of the most stacked weekend's of the year. If you plan on making your way to either events, take our advice: make sure to leave just a little bit left in the tank.