Words by Theo Thompson
In the ever-evolving world of underground music and events, few brands have captured the essence of raw, passionate energy like that of PullUp Recordings. Founded by Sam Southan & John Lewis, the journey began not as a carefully mapped-out business venture but as the natural outcome of a shared love for raving and the pursuit of something unique amongst a saturated scene. From modest beginnings in Cardiff to running sold-out events across the UK and beyond, PullUp is a testament to what can be achieved when bold ideas and an immense commitment to community collide.
The story of PullUp Recordings dates back to Sam’s teenage years in Wokingham, Reading, where he and a group of friends were drawn to squat raves & free parties in locations like Hackney Wick, Wimbledon and even in the surrounding areas of Reading itself. “My mate Mark Ellis, who was pretty well known as a DJ at the time, had a pair of CDJs he used to bring to house parties. The more we mucked around on them the more we all started getting into DJing as a group. When George Bayley bought his own pair of CDJs he gave me his old little Numark Controller right before I went to uni” Sam recalls, highlighting how those early experiences shaped the brand’s beginnings. Little did he know, these late nights experimenting on the ironing board or kitchen table would grow beyond his school years to define his 20s. As Sam moved to Cardiff for university, his party days hit their prime – what began with small gatherings turned to parties & eventually evolved into club nights. “For my 19th birthday, I threw a ticketed event at a club, made some money, and thought, ‘Okay, I could do this more regularly.’”
The transition from hobby to business was smooth. This was in part due to the partnership with close friend John Lewis whom “…pushed us to get an Instagram account, set up a proper bank account and treat it like a business.” Their complementary skills helped PullUp thrive in its formative years. What began as a small-scale effort to organise parties quickly turned into something far more impactful, as the duo expanded their scope and vision. “We were lucky to be in the scene when we were,” reflecting on Cardiff’s vibrant music scene prior to disruption caused by the pandemic. “I feel for people trying to start in Cardiff now; post-COVID I think it’s tougher for new promoters to break in. That’s not to say there’s not people smashing it, brands like SHWSH, 166 & MASH are coming up in the city and doing cool stuff, they’re just having to be more creative with the spaces they use.”
Despite these challenges, PullUp has always stayed attuned to the crowd’s desires, a skill that proved invaluable after the pandemic reshaped the event landscape. “People wanted something different after COVID, and we were always very aware of what our friends & audience wanted,” Sam explains. This sensitivity to the changing times birthed PullUp’s signature PopUp raves; spontaneous, guerrilla-style events designed to capture the excitement and unpredictability of the underground scene. The first PopUp was meant to be held at a kebab shop, but after not being able to go ahead due to licensing issues, the team quickly found a new venue with a proper license “We were like: ‘Yeah, I’ve got 150 people coming in 15 minutes. Let’s do it!’” They guided the crowd through town, turning what could’ve been a disaster into an unforgettable night full of excitement and community, capturing that squat rave vibe.
From that moment, PullUp’s PopUp raves became synonymous with unpredictability, passion, and, most importantly community. “It’s like a legal squat rave… everyone’s waiting for that next text with the location” Over the last year they have toured all across the UK, from rooftop basketball courts to underground bowling alleys to O2 Academy’s, alongside talents in Luude, Robbie Doherty, Notion, Zero, Tempa T, WIndow Kid, SHOSH, Badger, Fish56Octagon, Icona Pop and many more. PullUp have also recently gone international, throwing parties in Malta with Defected Records and more recently along the East Coast of Australia. All the while thriving as a record label & clothing brand. At its core, the brand’s success stems from its unwavering commitment to authenticity, bold decision-making and a deep understanding of community.
“It wasn’t a genius plan; it just kind of happened. But we had the intuition to take risks and the determination to make bad situations work in our favour.” PullUp’s rise has been marked by those bold decisions, decisions that have shaped its identity and fuelled its growth. Whether it was embarking on their first PopUp tour crammed into John’s Seat Ibiza, launching the now-legendary GemFest or stepping into the world of fitness with their run club initiative, PullUp has always sought to break boundaries and bring something fresh to the table. “Every real strength that we now pride ourselves on has come from a bold decision,” Sam emphasises. “Your 20s is the time for these big sends.”
PullUp’s journey is defined by the idea of making the most of your young years with your friends. “If you’re looking to make a quick quid, you’d be a fool to get into this business.” Instead of being money motivated, decisions by the PullUp team are made on what excites them first, “That’s why we made all the PopUps free, we found it more exciting that people had to follow along the clues and run to get in instead of paying, PLUS everyone arrives all at once – it just flips that traditional club experience on its head”.
It is evident that PullUp are committed to fostering memorable experiences and building a bulletproof community. Their recent expansion into Australia, along with the growth of their run club initiative, reflects a vision for a future rooted in connection, collaboration and inclusivity. “If you get to the end of this journey and you’re flat broke, at least you can look back and say ‘we had a damn good time doing it.’” Sam emphasises, the passion for the project clear.
Looking ahead, the team is focused on the importance of risk-taking, adaptability and staying connected with the community that has supported PullUp from day one. “The mentality hasn’t changed. You make the best stuff by being fearless.”
In a world that often favours the safe route, PullUp stands as a testament to boldness. The brand is built on the belief that embracing fearlessness and going on that journey with the people who matter most is the key to lasting success. “Isn’t this the most fun time? The point is to enjoy it.”
As PullUp continues to evolve, one thing is certain: Sam, John and the rest of the team are just getting started. The past six years have shown them that sometimes, the boldest decisions lead to the most unforgettable moments. And with that spirit, they’re ready to ‘Send It’ even further.
From Friday 13th to Sunday 15th June GemFest 2025 will be “The World’s First Festival in Two Countries.” Set across the stunning Monmouthshire and Herefordshire regions, this ground-breaking event promises an unforgettable experience. Stay locked for exciting line-up announcements. For tickets and full details see here.
