undr (phonetic reduction of the word underground) is a movement started in May 2017 in Rio de Janeiro, shooting videos of the underground nightlife of Rio. Between parties, the public dancing and DJ performances, it started as a content provider for entertainment, also giving people a curated list of events every week. 

Our launching party called “undr takeoff” reached 10k people online with no sponsored content, only through social media engagement. We teamed with a selection of DJs and labels to bring the best music and content for the real lovers of underground electronic music.

Later in October 2017 – as I moved to the US – undr arrived in New York to expand the brand and make new content. Continuing to provide for Rio’s nightlife, we launch our “undr Radio” — a weekly streaming show on Facebook Live — as well as Instagram (with our exclusive listings on Stories), MixCloud with DJ sets, Youtube with previous radio shows, and Spotify with curated playlists and other channels.

The project came to a halt once moving deeper into the underground electronic scene of NY became unsustainable. The shootings of videos were highly rejected by party throwers and goers, resulting in hands on our camera lenses, for example. This highlights the difference between Latin America and North America in the underground scene.

Below you will find all the content produced available online today.