Helped bring one of New York Citys most recognizable nightclub brands into the digital era through social media, web, consulting, and film development support.
Sound Factory was one of the most important nightclubs in New York City history — a converted Chelsea warehouse that defined the city's after-hours house music culture from 1989 onward, drawing a genuinely diverse crowd at a time when no other club in New York came close. Junior Vasquez's marathon Saturday sets became the stuff of legend. The club closed in 2004 after federal action against owner Richard Grant, who was ultimately acquitted of all charges in 2005.
I first connected with Richard Grant through Freelancers Union while the club was still operating, helping him begin thinking about the brand's transition online. In 2006 I founded and built the official Sound Factory NYC Facebook page as a historical archive and community gathering point — bringing the brand into the digital age before it had any meaningful online presence. I owned and managed the page for nearly a decade, building the community, creating content, and working directly with Richard on how the brand could evolve.
During that period I also built two websites: one for Sound Factory itself, and a dedicated site for the film project. I became a partner in Factory Films LLC, a production company formed with Richard and Rafi Mercado — the award-winning director and Sound Factory's original creative director — to develop Young Forever: The Sound Factory Legend, a film about the club's history that was in development with Paramount at the time. I helped with the formation of Factory Films and contributed to the script and broader creative development of the project.
Richard Grant passed away unexpectedly, and the film has been on indefinite hiatus ever since. I still have the script. The project remains one of the most personal and significant in my portfolio — not because of its scale, but because of what was at stake and who it was for.
I handed the Facebook page over to Richard in 2015. It has since grown to over 25,000 followers.
The Challenge
Sound Factory had one of the most recognizable names in New York nightlife history but virtually no digital presence, a complicated recent legal history, and an owner who had been away from the public eye. The challenge was to build a credible digital foundation that honored the club's genuine cultural legacy without sensationalizing its difficulties — and to help Richard Grant think through how Sound Factory could exist in a new era, both online and on screen.
The Approach
I approached this as a long-term partnership rather than a project. Building the Facebook page was the foundation, but the real work was the relationship — nine years working directly with Richard Grant on digital strategy, web presence, community management, and eventually film development. The Rafi Mercado collaboration brought the creative and production side together. Factory Films was the vehicle for turning the Sound Factory story into a film that could reach a new generation.
The Solution
Founded and built the official Sound Factory NYC Facebook page in 2006 as a historical archive and community platform. Owned and managed the page for nine years, building it to a substantial following through daily content and community engagement. Built the Sound Factory website and a dedicated website for the film project. Served as a direct brand consultant to Richard Grant throughout the engagement. Became a partner in Factory Films LLC alongside Richard Grant and director Rafi Mercado. Contributed to the development of Young Forever: The Sound Factory Legend — a film project in development with Paramount. Handed the Facebook page to Richard Grant in 2015 after nearly a decade of management.
The Results
Established Sound Factory's entire digital presence from scratch — Facebook community, main website, and film site. The Facebook page grew to over 25,000 followers under my management before handoff. Factory Films LLC was successfully formed as a production entity with Paramount involvement. Richard Grant's passing put the film on indefinite hiatus, but the groundwork, script, and creative development existed and represented a serious production effort. The Sound Factory legacy remains one of the most documented pieces of New York nightlife history in the digital space.