iMullar Sound System creates the ultimate day-party experience in Accra

Accra’s music and entertainment scene has no shortage of events, but few of them celebrate DJs quite like iMullar Sound System (IMSS). A DJ-focused day party where the city's coolest creatives, music lovers gather, IMSS is creating an amazing day-party experience in Ghana’s capital. 

This week, we sat down with Maxwell Adjavon, the visionary behind iMullar Sound System and the founder of The iMullar Network, to talk about his inspiration behind IMSS, their upcoming Energy 004 event, and his journey in the music and media industry.

The birth of iMullar network and IMSS

Maxwell Adjavon, or as he calls himself, “employee one” at iMullar Network, has spent nearly a decade surrounded by media and music.

“iMullar Network is a bridge between media in Ghana and Africa and the rest of the world. We focus on various aspects of culture; fashion, style, music, food, and develop solutions to some of the industry’s challenges. IMSS is one of those solutions, created specifically to give DJs center stage.”

More than just a party, IMSS is a carefully curated space where music, energy, and community come together.

“I describe it to our newsletter community as ‘a DJ-powered event featuring good music, good energy, sunshine, old and newly formed friendships, plus a round of drinks.’ It’s a daytime gathering where people can vibe, make new connections, and celebrate music.”

Changing the day-party narrative in Accra

Day parties in Accra aren’t a common concept, but IMSS has cracked the code and constantly has sold out parties. Starting a party at 11 a.m. and ensuring people actually show up was the most difficult part, but Maxwell had a clear strategy.

“I knew there was a market for day parties if done right. Not everyone enjoys going out at night, so we needed to create an experience that appealed to that crowd. At IMSS, the DJs are the stars, and they’ll play an amazing set regardless of the crowd size. We committed to starting and ending at the stated times, and our community respected that. Now, people are so engaged that we sometimes extend the event by an hour or two because they don’t want to leave!”

Energy 004: Taking IMSS to the next level

Their upcoming edition, Energy 004, is set to be the most electrifying one of their parties yet. On December 24th, 2022, IMSS will extend into a 12-hour DJ-only marathon, featuring 12 DJs — one for each hour.

“We’re creating two different experiences within one event; the Sunup and the Sundown sets. For those who can’t stay the entire time, they can choose their preferred six-hour block and still enjoy a full experience.”

Energy 004 is also pulling some of the best talent from across the world. 

“We have DJs coming from Ivory Coast, London, and all over Ghana. Some are producers who don’t usually play at everyday parties, so the music will be truly special. There won’t be fireworks, but if you love music and a good vibe, this is where you want to be.”

The Highs and lows of organizing IMSS

Like any successful event, IMSS comes with its own set of challenges. For Maxwell, the biggest hurdle has been dealing with equipment suppliers and logistics.

“Getting suppliers to show up on time and execute exactly as planned can be a nightmare. But I’ve found ways to navigate it, and at the end of the day, the joy outweighs the stress.”

On the flip side, the most rewarding part has been how well attendees respect the timing. 

“Our guests show up on time, and our talents do too, which is rare for events here. Also, seeing DJs be the main attraction, instead of being tucked away in a corner, is phenomenal.”

Choosing the right DJs

Maxwell’s process for choosing DJs is unconventional but effective. 

“Honestly, it’s faith. I trust that DJs won’t rubbish themselves, so I give them the opportunity. Some have never even played before, and others I’ve only heard on SoundCloud. But a good set is something anyone who loves music can recognize. I also take recommendations from my team, and it’s worked out well so far.”

How Tix has been a game-Changer for IMSS

Before discovering Tix, Maxwell handled ticket sales manually through social media DMs.

“Tix simplified everything. My favorite feature is the built-in email tool that lets me send an update to my guests. I also love the invite-only ticketing feature. That feature allows me to send special tickets to past attendees.”

What’s Next for IMSS?

As Energy 004 approaches, Maxwell and his team are focused on making it the best IMSS yet. 

“We want to usher people into December 25th in style. If you’re looking for an unforgettable music experience. Come with an open mind and ears, and be ready to have fun.”

With IMSS continuing to push boundaries, one thing is clear to us. Maxwell Adjavon is building a day-party experience, and even better; a whole movement. And those lucky enough to be in Accra should definitely stay tuned to iMullar Network.