UNDISCOVERED SF is looking to turn the Historic Mint’s maze of regal ballrooms and vintage vaults into a vibrant experience filled with art, makers, fashion, dance performances, community organizations, and music.
SOMA Pilipinas Cultural District Background
On April 19, 2016 San Francisco's Board of Supervisors unanimously passed legislation zoning out a large area of land in San Francisco's SOMA (South of Market) neighborhood encompassing a wide variety of buildings, parks, and community service groups that have served the Filipino community for decades. The goal of the cultural district is to celebrate the contributions of the Filipino community in the SOMA, provide community development, help provide economic opportunity to its residents.
UNDISCOVERED SF is the Only 1st Part of the SOMA Pilipinas Development Strategy
Desi Danganan, Executive Director of Kultivate Labs, a nonprofit dedicated to accelerating businesses that preserve community and culture, and Chair of the SOMA Pilipinas Economic Development Working Group, said “UNDISCOVERED SF is part of a multi-prong strategy to build a thriving new commercial corridor in the SOMA Pilipinas district and protect San Francisco's most important asset: cultural diversity. Our hope is that the new generation of Fil-Ams will help build on the struggles of our forefathers and re-invest in the community”. The larger strategy involves using the monthly night markets as a place to test and develop concepts put forth by entrepreneurs that participate in the business accelerator.
The Search For Community Support and Crowdfunding
Although the new non-profit festival has managed to secure $130K from city grants, they’re looking to crowdfund the remaining $65K needed to produce an experiential event worthy of SF’s creative community as well as provide the foundation for the project to be held every month.
As of July 5, 2017, the Indiegogo campaign has managed to raise 21% of their goal in the first week and is looking to the global Pilipino community and like minded individuals to reach the $65K goal. Funds from the crowdfunding campaign will be used to:
- Ensure the monthly event is FREE for everyone
- Purchase initial sound, lighting, and logistic equipment to be used for future months
- Bring world class artists and performers for every month
- Provide funding for upcoming months
Programming that Showcases the Creativity of a New Generation
The music programming looks to both bring established and emerging acts from the Bay Area and beyond. Each month will showcase both Filipino and Non-Filipino artists that bring undiscovered creativity to light. The list of musical acts is constantly growing. Here’s a list of the current confirmed musical acts:
Lyrics Born: Best known for his radio hit "Callin’ Out," Lyrics Born got his start as part of the original Solesides / Quannum label comprised of Bay Area hip-hop creatives most notably Dj Shadow, Blackalicious, and LA Dj/producer Cut Chemist.
Joyo Velarde: Regarded as the soulful Bay Area hip-hop queen, Joyo Velarde booming voice is reminiscent of Chaka Khan and Minnie Ripperton. She has been featured on numerous tracks by the Bay Area’s influential Quannum Projects and will share the stage w/ Lyrics Born.
Dj Cutso: Dj/Producer Cutso is an original member of the award winning Bangerz crew originally started in the South Bay. Both as Djs and solo artists, the Bangerz produced albums which eventually became the scores for the Jabbawockeez Las Vegas show. His party rockin’ antics include a not to be missed nunchuck solo. Cutso will be sharing the stage w/ Lyrics Born.
Dj Umami: DJ Umami is a rotating DJ for the Golden State Warriors, Nike, Q102.1 FM (Bay Area), and female group Peaches Crew. She is known to rock the party outside of The Oracle Arena after Golden State Warrior home-game wins. DJ Umami's versatility also has her opening for diverse acts such as Just Blaze, Tuxedo, Chromeo, Talib Kweli, Tokimonsta, Holy Ghost, and more.
Mad Noise: Fans have described MAD NOISE's sound as everything from "Acoustic Neo-Soul Street-Funk" to "Punk-Blues", crediting their diversity and DIY aesthetic. This eclectic ensemble received numerous awards from SF Bay Area press (SF Weekly's and The Daily Californian's "Best of" 2011, and named "Best Band" by SF Bay Guardian 2011, 2012, and 2013).
They’ve performed in prestigious venues and festivals along the West Coast, as well as throughout West Africa as part of the US Department of State-sponsored program American Music Abroad in 2015.
Low Leaf: LA native Low Leaf is a multi-instrumentalist, vocalist, composer and producer. Rooted in classical piano since early childhood, she combines an array of genres by playing the electric harp, piano, guitar, singing, and making beats. Her self-taught harp and production skills give way for a more unrestricted and unique sound, ever-changing in a spectrum of its own. Low Leaf has self released 4 eps between 2011-2013 (Chrysalis, Giga Gaia, Alchemizing Dawn, Unearthly) and released her 1st full length album Akashaalay through Fresh Selects in 2014 on vinyl, cassettes and cds in Japan via p-vine.
The new creative night market festival is also looking to showcase the 3rd wave of the Filipino food movement occurring here in the SF Bay Area including:
- FK Frozen Custard
- Inay’s Kitchen
- Alchemy SF
- Sarap Shop
- Lumpia Company
- Jeepney Guy
- Wooden Table
- No Worries
- Sugar and Spun
- FOB Kitchen
- Pinoy Heritage
The 3rd Wave of the Filipino Food Movement?
The 3rd Wave is what we're calling the current evolution of Filipino food entrepreneurship occurring in the Bay Area and beyond. We're looking to showcase the new generation of Filipino food entrepreneurs experimenting with various genres as well as non-Filipino entrepreneurs providing their unique take on Filipino Flavors. Here's what we mean:
1st Wave: The Turo-Turo Mom and Pop Shops
Turo means "point" in Tagalog. These are those popular Filipino restaurants featuring a buffet of Filipino food classics where customers choose what's behind a glass case.
2nd Wave: The Chef-centric experience
The 2nd Wave is characterized by chef-centric concepts looking to elevate the perception of Filipino food. Many of these restaurants took the form of sit-down restaurants and bars which were looking to give customers a full experience. Since many of these businesses were 1st endeavors, a lot of them have gone by the wayside. Good examples from the Bay Area were:
- Poleng Lounge
- Mercury Lounge
- Bistro Luneta
- Adobo Hobo
3rd Wave: Entrepreneurs and innovators
The 3rd Wave of Filipino food businesses is characterized by Filipino entrepreneurs utilizing their creativity in other genres as well as non-Filipino chefs providing their own spin on Filipino flavors.
This evolution of the Filipino food movement has gone beyond the Turo-Turo or elevated sit-down restaurant. This new generation incorporates today's DIY spirit to create popular pop-up dinners and food trucks while some have also created brick and mortar locations.
The retail/services component of UNDISCOVERED SF looks to emphasize creative Fil-Am and Filipino inspired businesses. The goal is to showcase the entrepreneurial spirit of the new generation Filipinos/Fil-Ams as well businesses that take inspiration from Filipino culture. Current retailers span everything from eco fashion, art, streetwear, cosmetics, and more. Here’s a sample of the confirmed retailers: