Avidity: The Rhythm of the Night in Los Santos
By Lucas Tobias | September 24, 2020
The first question that nagged at the mind of the reporter was the origin of the name. When asked, Kensington responded that it was the result of a brainstorming session; an associate threw the name out, and, to quote Kensington, "It sounded different, it had something to it, so we went with it." Given the definition of Avidity, a noun describing extreme eagerness or enthusiasm, the choice could be seen as nothing short of serendipitous.
In one word, Avidity's growth can only be described as exponential. The record label has signed contracts with "every venue that matters, be it a shared contract with ROZE or an independent music contract with us," in Kensington's own words. Perhaps the most notable testament to the label's expansion is their own nightclub, The Hub. When asked about the nature of the club, Kensington responded, "The vibes depend on the night... We aim to be the go-to spot to have fun at, regardless of skin tone, gender, or political stance."
However, The Hub serves a second purpose as well. It is a sort of crucible for aspiring DJs on the label, to gauge how well each will perform in front of a crowd. This is certainly a safe move, but Kensington has added that they have had "no complaints" in regards to testing fresh DJs at live bookings at other clubs before The Hub. Kensington attributed this to being "Strict on who we're hiring. Gotta have potential to tag in on the action."
With all the growth that the record label has seen, one can only wonder what is next in store for Avidity. When asked, Kensington responded that they plan to continue their expansion, "be it more venues that aren't even music-related to some small projects that are already in the works. A hint, people who are into politics are gonna love it." Given the political climate of San Andreas as a whole in the moment, such a statement may leave more questions than answers, but Avidity has a reputation and a track record of letting their music do the talking.
Kensington concluded the interview with "a shoutout to the people supporting us, including the ones behind the scenes. Those people know who they are." With the growth of the label, and its branding on the city's nightlife itself, the list of supporters is certain to grow. And it shows no signs of stopping just yet.
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