Where networking meets nightlife
Oakland group mingles young professionals over hip-hop
Anyone who has lived in Oakland in the past few years can tell that The Town is undergoing change. New restaurants, new nightlife, and other ventures are popping up everywhere in what seems like a small amount of time and helps combat the past images of being a crime-ridden city.
The changing landscape is also attracting a growing group of writers, artists, educators, engineers and business professionals looking to network and enjoy Oakland’s renaissance. Enter Toasted Life, a lifestyle brand and event company founded by Matt Tuffour of Cleveland and Warren Jones of Somerset, N.J., who are looking to bridge the gap and put a positive spin on the Bay Area’s social scene. The name Toasted Life comes from “toasting” in regards to celebrating life, no matter what your background is.
Common cultural passions
Toasted Life stands out because there aren’t many venues that draw a predominantly African American crowd of young professionals, particularly coming from San Francisco. Their party scene attracts people to network, drink and dance at their leisure, while attracting popular DJs and artists like DJ Criddy, DJ Amen and Casey Veggies to solidify their authenticity.
“A lot of people in the bay speak of Oakland as if it’s some distant and foreign place,” Tuffour said. “When I tell people I live in Oakland, they look at me like they need a passport to come visit.”
While attending Morehouse College in Atlanta, Tuffour was a top finance major and an NCAA scholarship athlete who balanced school, track and field and internships for companies such as headwear manufacturer New Era. Warren was a leader in the school’s marketing department, campus fashion and music. The two bonded over a shared passion for entrepreneurship. Tuffour credits his parents as a source of motivation.
“My father had to do his homework sitting under streetlights as a kid, because he didn’t have electricity in his home,” Tuffour said. “Those rough days led him to college where he eventually received his master’s. When you’re raised by strong people, it wears off on you.”
Getting brand off its feet
The Morehouse graduates began working on the company in 2013 when they learned that they were both West Coast-bound after accepting jobs at YouTube and Apple. Since then, they have made a name for themselves chronicling their adventures on social media all over the world; from partying in the Persian Gulf to riding elephants in Thailand.
After realizing what they felt was a vacuum in the Bay Area market for nightlife and parties for those who enjoyed hip-hop music, the duo worked diligently to get the brand off its feet. In Oakland, there’s New Karibbean City, Somar Bar, Parliament Event Venue and Era Art Bar and Lounge to name a few. One of the reasons Oakland was chosen as a location was to change the perception that hip-hop brings violence and the “wrong type of crowd.”
When the duo would reach out to San Francisco venues, they were often met with resistance and hesitation from club owners based off the perception that they would be “taking a risk” on them. They set out to prove them wrong.
“Like most things in life, there’ll always be certain stereotypes and perceptions whether warranted or not, but it’s up to you to dispel those myths and opinions if you believe they are inaccurate,” Warren said. “We tackle our challenges head-on.”
Recently, the company threw an epic party at the Magnin Rooftop Lounge, a new uptown Oakland venue at 2001 Broadway next to the Paramount Theatre. The line for the party went down the block and drew a crowd of young professionals dressed to impress from all over the Bay Area. Bottle service was in full effect, summer anthems like Drake’s “Back to Back” pumped through the air as people mingled, danced and sang along to their favorite artists.
“Oakland is on the rise and that energy is undeniable,” Jones said. “I appreciate its differences, its cultural impact and its significance in hip-hop music. It’s a unique place, it’s not trying to be like San Francisco or any other place in the world. Oakland is Oakland, and that’s what makes it special.”
While some may write them off as transplants looking to capitalize on the existing Bay Area scene, their acumen for networking, bringing talented people together and location speaks volumes about their work. Toasted Life blends the old ideals of professionalism and hard work with diversity and hiphop culture. Simply put, the people showing up to their events are leaders in their respective fields that are looking to have a good time.