informal.

About informal.

You know you’re in for a good time with LA-based producer/dj informal., known to friends as Sam Richie. Both in life and in his music, informal. brings a wildly unpredictable, exuberant energy that is deeply and immediately infectious. His live shows are no exception, with informal. offering a variety of upbeat mixed-genre heat while making fans laugh with his emphatic dance moves, and most often doing so barefoot behind the decks. His own music catalog keeps the theme; most tracks defy usual genre categories, but all carry his signature bouncy, creative melodies and production. For informal., fun is always the priority. As far as informal.’s career trajectory is concerned, it’s pretty much your last chance to become a fan “before he was cool.” informal.’s “delusional optimism” has taken him to headline shows at Elsewhere in Brooklyn and smash-hit LA party series Tell Somebody, lineup slots at Worlds Away, Wonderfront, and Showcation festivals, and support plays for headliners including Audien, Two Friends, and Phantoms. His music has racked up 12M+ plays across platforms, and his online community is growing by the day. informal.’s message to fans is the power of positivity, enjoying life to the fullest, and unbridled self expression. In embracing this message himself, he’s created a world where good times reign supreme, and he’d love to invite you in. mgmt: jake@sonus.club