From humble brunches to global stages, Days Like This (DLT) was born from a simple idea: to bring the vibrant day party culture of New York to London. Co-founded by Michael Amusan, along with Anthony Iban and Bosun Apata, DLT began as a visionary response to a gap in the market for vibrant, inclusive events catering to the black community in London. What started as a small, intimate gathering has blossomed into a cultural phenomenon, with sold-out events and high-profile collaborations with names like Soho House, EMI, and Live Nation. We recently had the pleasure of sitting down with Michael Amusan for Deeds Magazine to discuss the journey of DLT, the impact they've made, and their plans for the future.
Deeds: DLT began as a response to a lack of daytime events in London. Could you share more about the initial vision and the journey from those early days to becoming a significant player in London’s party culture?
Michael Amusan: When we first thought about starting DLT, it really began as something casual. Three of us used to live in New York, where there was a big day party and brunch scene. We experienced this almost every weekend while we were there for a year. When we returned to London, we realized there was nothing similar, especially for our demographic—young Black professionals. We decided to organize a brunch for our friends, which turned into a small party on Kent Road with about 300 people. We didn’t have a grand vision; it all happened organically. It was something for us to do on the weekends, with our music and our people. Over time, we noticed a real appetite for these events. Two or three years into it, we realized we had something tangible. London needed this vibe. We then focused on branding, content, and using prestigious venues, which helped DLT become a household name. Word of mouth started traveling, and people began to recognize the brand.
Deeds: How do you feel DLT has influenced the celebration of Black culture and community in London and beyond?
Michael Amusan: Pre-DLT, the party scene for Black people in London was quite scarce. There were a few events, but not in mass. DLT, along with a few other brands, changed that. We shifted the mindset of event managers and venue owners about how Black people can enjoy themselves in a large setting without issues. Now, there’s almost a Black day party every weekend in London. We’ve influenced and impacted the culture significantly, creating sub-genres and new spaces for the community. There are now various events catering to different types of music and niches, all of which have been influenced by what we started..
Deeds: You’ve expanded DLT events internationally, including places like Malta and various African countries, including Nigeria. What have been the biggest challenges and rewards in taking DLT global?
Michael Amusan: The biggest challenge is understanding and tapping into the local community and culture. For Nigeria, it was seamless since many of the founders are Nigerian, but Malta was a new concept. We had to convince people it was worth attending. Thankfully, having artists like Wizkid and Asake headline helped. The biggest reward is seeing Black people from all over the world come together and enjoy the same vibe. It’s a beautiful thing, whether in Malta, Nigeria, Ghana, South Africa, or Toronto. The energy remains the same; Black people have this incredible ability to create a community and vibe, no matter where they are.
Deeds: Can you share some of the most memorable moments from your events, such as standout performances or unique experiences that embody the DLT spirit?
Michael Amusan: There are quite a few. The first time we had live performances with The Compozers and So Solid Crew was a highlight. Asake’s performance at DLT Malta last year was incredible—I literally had goosebumps. Recently, we had The Recipe festival in London with Jasmine Sullivan headlining. The performances, the atmosphere, and the energy of the 8,000 attendees were phenomenal. These moments are unforgettable and embody the spirit of DLT.
Deeds: What goes into planning a DLT event, from selecting venues and artists to ensuring the right atmosphere and energy?
Michael Amusan: Our core essence is good food, good music, and good vibes. We think about the venue’s sound, lighting, accessibility, and overall vibe. For artists, it depends on the event. For instance, Malta is one big party, so we choose artists whose music amplifies that energy. We’re fortunate to be our own consumers, so we understand what makes a good party. We consider everything from how easy it is to get a drink to the access points of the venue. It’s about creating an atmosphere where people feel comfortable and can have a great time.
Deeds: How do you foster a sense of community and connection among attendees at DLT events, especially as you expand to new locations?
Michael Amusan: We always work with local partners and talent. For example, in South Africa, we collaborated with Strictly Soul and host Teddy Goodfellow. We amplify what’s already there and connect with the local community. It’s about adding to the existing culture, not changing it. We want to understand what the local community is already galvanizing towards and then bring something new to the table.
Deeds: What can we expect next from DLT? Are there any upcoming projects or new directions you’re excited about?
Michael Amusan: We’re currently rethinking and strategizing after our biggest London festival, The Recipe, headlined by Jasmine Sullivan. We’ll bring DLT Malta back, making it a better experience each year. Dubai is on the cards for next year, and we plan to expand our presence in Lagos, Ghana, and Cape Town. Our goal is to keep connecting the diaspora and elevating our events. We’re always looking for ways to improve and make the experience better for everyone.
Deeds: Can you talk about any significant collaborations or partnerships that have helped shape DLT’s success?
Michael Amusan: There have been many key players and brands that helped us grow. We’ve worked with Live Nation, Gidi Groove in Lagos, Polo Beach Club in Accra, and Strictly Soul in Cape Town. In London, we’ve collaborated with numerous brands like Recess, Danky Sounds, Wray & Nephew, ASOS, Nike, Spotify, and Apple Music. These collaborations have been crucial to our success. They’ve supported us and helped elevate our brand, making long-term success possible.
Deeds: As founders, what have been some of the most personally rewarding aspects of building and growing DLT? How has this journey impacted you individually?**
Michael Amusan: The most rewarding aspect is seeing something from your mind come to life and resonate with people. It’s incredible to see how we’ve changed and impacted culture in London. Some people will grow up never experiencing the challenges we faced, like being denied entry to venues. Now, people just go to parties and get in without issues, and we’ve played a big part in that change. As individuals, we’ve learned so much and grown closer as friends through this journey. It can be lonely and challenging, but the reward of seeing our ideas come to life and impact the community is unmatched.
