When Honey shut down at the the start of the pandemic in March 2020, veteran house-music DJ and promoter Jeff Swiff was prepared to let go of âthe dank basement aestheticâ of House Proud, the monthly party he threw in the eclectic Minneapolis nightspot.
âBut thoughts of the party itself ending? No,â Swiff explains by email.Â
Still, there werenât many places House Proud could go. Underground dance promoters in the pre-pandemic years often had a hard time finding venues interested in hosting regular house and techno nights, and some of the cityâs most reliable, like Honey and the Kitty Cat Klub, were out once Covid hit.Â
House Proud was a top draw, and a few venues nibbled, but none felt right. Swiff says he even entertained making it âa monthly warehouse party.â Instead, he adds, âBeast landed.â
Since the summer of 2021, when things began to reopen, House Proud has yet again been packing them in on the first Friday every month in northeast Minneapolisâabout half a mile up Hennepin Avenue from Honey at Beast Barbecue. (Yes, I know this area isn't technically Northeast, but that's what everyone calls it. Be real.) The clean, spacious basement space soon began hosting three other Friday residencies: Freak of the Week (second Fridays), Cyber City Disco (third Fridays), and HouseWerk (fourth Fridays).
John McKinney, Beastâs co-owner-operator, agrees that the spot has inherited Honeyâs dance music legacy, even if, he notes, âIt wasnât planned that way.â But once House Proud took off, the strategy was obvious. âIt was like, âWell, if weâre gonna do music, letâs make it every Friday, so itâs a hub, and people know they can always dance to music on Fridays at Beast,ââ he says. Only on the rare fifth Fridays is it empty.
McKinney, who is 58, calls himself âa raver from the â90s.â He launched his hospitality career at TGI Fridayâs in Roseville in the late '80s. âI opened about 15 stores around the country, including a couple in Dallas,â he says. There, he and his friends would drive around to map points offering directions to outer-area techno parties in warehouses.Â
When McKinney returned to the Twin Cities in 1993, he says, âThe Quest was going on downtown, and Zak [Khutoretsky, aka techno DJ DVS1] was playing at Melâs Beauty Bar. But I wasnât dialed into the underground parties because I was 28 by then, and the 19-year-olds were doing the parties.â Instead, heâd road-trip to Chicago to dance to the great Derrick Carter, who was spinning at the house music temple SmartBar. Needless to say, he was a House Proud fan. âI used to go to Honey all the time,â McKinney says.
McKinney (who, along with his partners, also owns Eliâs across the street) opened Beast Barbecue in 2019. He was already booking dance music in the basement prior to the pandemic, with quarterly parties thrown by Monte Hilleman, Swiffâs promoting partner in House Proud and another veteran house DJ. âIt was a success, and it was a lot of fun,â McKinney recalls.
When clubs began to re-open, House Proud was a natural fit for the basement. âIn June of 2021, we met all together to discuss the night,â Swiff says. The party launched on the first Friday of August, and the regulars came in force: âThe night was billed as the â10-year reunion,â and it really felt like it.â
The space was, if anything, even better suited to the gathering than Honey, which had low ceilings, with the bar set away from the dance floor. Beastâs bar is right off the dance floor, and its ceilings are 12 feet high.Â
Like any good rave veteran, McKinney pays close attention to set and setting. He frequently helps haul the DJsâ gear to and from the basement, and every Friday, prior to the parties, âI crank it down to 60 degrees before dance parties, because it gets up to 80 by the end,â he says.Â
OK, I thought Iâd noticed that.
âEven in the winter,â McKinney says. âIâm turning on the air conditioner, just on those days, so thereâs better airflow down here.â
McKinney extends Beastâs customer service policy to the dance events. âIâm a service-orientated guy,â he says. âTaking care of the clientele, energy wise, is very important.â The Friday night server, Rachel Bass, is a longstanding dance-scene participant; at the May edition of Cyber City Disco, she wore a System T-shirtâthe black-and-white exploding-circle image from the legendary, now shuttered Minneapolis techno warehouse space.Â
And the Friday doorman, Dorian Myers, may be the friendliest ID-checker in the state. He acts, as McKinney notes, as âa hostâthis is not about security. Heâs super gracious and good with people.â
Beast rents the basement space out most other days of the week, with âbirthday parties, high school reunions, and celebrations of lifeâ among the main events.Â
But Fridays are set. âYeah, you donât bump Fridays,â McKinney says.
McKinney, along with the promoters that Racket spoke to, all consistently noted two key and intermingled parts to the success of Beastâs Friday night DJ lineups. One is its neighborhood placement, and the other is how young many who come out to dance are.
âJust the location, and the fact that itâs a restaurantâitâs kind of by the U, which I think helps,â says Joe âJobotâ Bartuski, who co-promotes HouseWerk, the fourth-Friday Beast party.Â
âI feel like some of it is word of mouth, and also people that live in the area,â says Nola Rave, who runs Freak of the Week (second Fridays). âBeing able to walk there is amazing for a lot of people. Friend groups show up there now, then they invite more of their friends next time.â
The just-dropping-in crowd was always a big factor at Honey, especially for House Proud. But Swiff says, the Beast audience is â60 percent different, 40 percent always the sameâ as at Honey.Â
âAttendance feels more intentional in a lot of cases, at least for newer heads and random pop ups,â he says. âTransient traffic is down by direct comparison, [which is] different. But the destination choices being made to attend these nights is pretty evident when we look at the floor on a given nightâseeing dialed-in faces and people werkinâ off the week on the floor and chasing a vibe, together.â
If the walk-ins have kept House Proud growing from an already healthy base, theyâve done even more for the second Friday residency. Beginning its Beast night a month after House Proud, Freak of the Week (FOTW), run by the DJs Nola Rave and Evian Rave, who are married (and yes, the name is real), had spent several pre-pandemic years at numerous spots. (Full disclosure: I have played DJ sets at Freak of the Week twice, once at Pimento Jamaican Kitchen and another at Beast.) âIt was harder when we were bar-hopping to get the word out,â Rave says.Â
But once FOTW was installed, Rave began moving the party beyond its initial disco-funk leanings. âI love all kinds of dance music, and I was having a hard time just sticking with that,â Rave says. Now, FOTW features a lot more technoâa recent headliner was the Detroit hero T-1000âand embraces a wide stylistic remit.Â
âThey get to hear all kinds of different dance music at my show, a big variety of stuff,â Rave says. âI want people to have access to all the different styles and not have it be the same all the time. Itâs definitely more of a progression; it changes every hour or two, and it feels really good to me.â
Sheâs been rewarded not only by longtime loyalists, but a whole lot of new faces. âThe crowd is a lot younger than I expected them to be,â Rave says. âI started realizing that I didnât really know many people there anymore. I was like, âThese are all strangers. I have no idea how they got here or how they found out about it.ââ
Freak of the Week is also the Beast monthly that features the largest number of out-of-town guest DJs. âItâs because the party got busy enough at Beast where we felt like we could actually bring somebody in and afford itâand we would have the right crowd for it, too,â Rave says. âI wouldnât want to bring somebody there if it was a dead dance floor.âÂ
Jaycee Cooper promotes Cyber City Disco on third Fridays; it attracts a lively and queer-heavy crowd. Cooper had worked with Rave on several events before joining the Beast lineup, and she also promotes the Saturday monthly Jumpsuit at Black Hart of St. Paul, the queer sports bar in Midway.
At Beast, Cooper says, thereâs âa nice blend between the crowd thatâs normally coming out for house and disco events in the Twin Cities, and also bleed-over from my Jumpsuit crowd, so thereâs a very queer element to it. You see a lot of trans folks and LGBT folks coming out and adding their own flavor to the dance floor. [I] focus specifically on queer and trans folks and making sure that we have space for dance music that isnât necessarily Top 40; more of that underground house and techno and discoâgoing back to our roots as a community.â
The fourth monthly, HouseWerk, is also deeply rooted: Bartuski and co-promoters Miss Elaine Eos and Neil Fox all have been involved in the local dance scene for years, and like Rave they put on nights at a number of spots before Beast called. âIt came together really quick,â Bartuski says of HouseWerk, which began in March of 2022. âThey had the Friday night set. It was real nice to have that blueprint there.â
The swarm of new faces was surprising to Bartuski, who welcomes the change. âItâs gotten more diverse,â he says. âItâs gotten a lot younger. Itâs a lot less of us old chin-stroking white guys who know every record.â (He means the author as much as himself, of course. Zing!)Â
âItâs a lot of people down there for the first time, discovering stuff, which is really awesome,â Bartuski continues. âAnd now, a lot of those people are becoming familiar faces. Theyâre coming to other events. Theyâre coming to The Great Beyond. Itâs really great seeing the community expand. And the more you get to know people, the more you find out, âThis face in the crowd makes awesome noise music.ââ
At first, HouseWerk seemed to have the fourth Friday all sewn up, but there was a post-pandemic party swarm.
âOur first [party] was the same night as another event that a friend was throwing,â Bartuski says. âThat [had] happened a few times before the pandemic, but that set that tone for afterâwhereas now, some Friday nights, thereâs six-seven-eight things going on to choose from. Even with that, being able to exist in that environment, and still get enough regulars to make it worthwhile, has been really awesome, too.â
House Proud
With: Allen Hz and Jeff Swiff
Where: Beast Barbecue, 825 E. Hennepin Ave., Minneapolis
When: 9:45 p.m. Fridays
Tickets: $10; more info here