Joseph Nguyen: Founder of House & Techno at USC and Advocate for Electronic Music Culture
“I’m lucky that in high school I was surrounded by a great group of friends who didn’t let me start with Bud Light as my first beer,” Joseph Nguyen shared during our video chat when I asked about his formative years. “My first beer was a Lagunitas IPA.”
Today, Joseph is in a position similar to those friends who introduced him to craft beer—only now it’s electronic music he’s sharing, and the audience he engages has become so large that he struggles to remember all their names.
As the founder, first president, and current advisor of House & Techno at USC, Joseph is dedicated to exposing a new generation to the rich cultural significance of dance music. He collaborates with brands like Native Instruments and 6AM Group, as well as executives from Insomniac and WME, to provide hands-on workshops that share invaluable insights.
House & Techno at USC has opened countless opportunities for both its members and Joseph himself. As a USC alumnus and CEO of a fintech firm named 3riangle, LLC, he operates from an impressive office on the 18th floor of the Los Angeles Financial District. The student organization also inspired him to delve into independent event promotion and launch his own concept, POTION. He has successfully booked revered techno artists such as Drumcell, Truncate, and Annika Wolfe for intimate late-night events.
The inaugural electronic music industry workshop at USC was hosted by POTION and 6AM, with notable attendance from Jasper, the son of world-renowned DJ and producer Claude VonStroke. Claude later shared in a newsletter how this experience motivated them to create Jasper’s first-ever single together.
The student organization is also known for its popular USC Boiler Room parties, often attracting over 300 attendees. As an advisor, Joseph finds himself in the company of students on the verge of graduation, which sharpens his ability to identify emerging talent.
Born in Fountain Valley and raised in the culturally diverse Little Arabia area of Anaheim, Joseph credits his upbringing for his ability to connect with a wide variety of individuals.
Joseph also defies the stereotype of a wealthy USC student. “I achieved my success through hard work,” he reflected. “My family wasn’t affluent. While I never went hungry, I certainly didn’t have luxuries like cable television or every PlayStation model growing up.”
The same friends who introduced him to craft beer also took him to his first major music festivals, including Beyond Wonderland, EDC Las Vegas, Coachella, and CRSSD. Like many who find deep meaning in raving, he gradually gravitated toward the more intimate warehouse parties.
At these gatherings, he discovered a more profound respect for the house and techno music that honors the genre’s roots. These styles emerged from Black communities in Chicago and Detroit, influencing countless variations that have graced dancefloors globally for over four decades.
Joseph’s first experience with this refined approach to electronic music occurred at a warehouse party featuring Spanish duo Audiofly, where he felt the liberating energy of raves amplified tenfold. It was through events hosted by organizations like Compound and Drumcell and Truncate’s Observe that he became “truly hooked” and met “the most exceptional people” of his life.
While exploring the electronic music scene, Joseph pursued a Master of Management in Library and Information Science at the Marshall School of Business, focusing on library management, compliance, finance, and partnerships. He also served on the boards of the Placentia Library District and La Palma Library.
During this period, he spent seven years consulting for the New Blues Festival and the Long Beach Blues Society, gaining valuable experience in non-profit organizations and fundraising. His efforts helped deliver blues music to schools, seniors, veterans, and the Miller Children’s Hospital. He collaborated with GRAMMY Awards artists, including Tito Jackson of the Jackson 5 and Harold Brown of War. In 2019, the Long Beach Blues Society received the FestForums award for Best North American Music Festival.
Joseph ran for president of the student chapter of the American Library Association. Although he didn’t win, the experience sparked his interest in public service within higher education, leading him to focus on a different path.
Encouraged by his friend Jewel, Joseph decided to establish his own student organization with the support of Dr. Marion Philadelphia, a professor who recognized his leadership potential and passion for creating workshops around house and techno music. Thus, House & Techno at USC was born.
During the pandemic, Joseph connected with Jia Wang, the Founder and CEO of 6AM Group, through a Clubhouse discussion. When nightlife resumed in 2021, they reunited at 6AM’s RE/FORM event, where they lost themselves in Drumcell’s captivating beats.
Recognizing the significance of Joseph’s work, Jia has since become a frequent host of House & Techno at USC workshops. Professionals from non-dance-music-exclusive companies like Live Nation and William Morris Endeavor have also shared their expertise with aspiring industry professionals, along with artists like Jackie Hollander, Justin Jay, and Justin’s manager, all USC alumni.
Joseph’s friendship with Jia transcended House & Techno at USC, leading to deeper collaboration. Jia offered connections to some of Southern California’s most esteemed techno artists, while Joseph took the lead in event promotion.
“I never intended to become a promoter, but Jia opened doors for me,” Joseph recalled. “He never pressured me into throwing parties; he simply presented opportunities, and I seized them. I had a contract, which meant I had to throw a party. He wasn’t attaching 6AM’s name to it or funding it—he just wanted to see what I could achieve.”
POTION’s inaugural event at the Melrose House in Los Angeles featured Drumcell and was recognized as an RA Pick by Resident Advisor—a promising start for an underground event brand. This success led to Joseph being enlisted for monthly shows at the venue, allowing him to learn the intricacies of event promotion.
By the time he collaborated with local group TechnoFamLA for a Drumcell and Truncate double header, it was evident that he had crafted a winning formula. The event not only attracted a large audience but also significantly expanded his co-promoter’s fan base.
As Joseph’s ventures lead him into exciting new territories, he occasionally feels the weight of his involvement in House & Techno at USC. POTION serves not only as his event brand but also as his music alias; an edit of “How Do You Want It” by Tupac Shakur gained traction from Tonal Theory, who played it during their opening set for Sara Landry. Additionally, Joseph lent his voice to the 2024 film Neighborhood Madness and is executive producing a series he hopes will be picked up by Netflix. Balancing all of this with his commitment to college life is no small feat.
“I would love to see the students take the initiative to organize their own parties,” he expressed. “I’d still be available to support them—lending our QSC speakers, for example—but it would be fantastic to see them succeed independently while gaining professional experience, allowing me to focus more on the workshops.”
However, Joseph remains dedicated to his role, driven by the same desire to serve the community that guided his work in libraries. He recognizes that societies that prioritize the arts often view dance music as a cultural asset, implementing policies to preserve it. In Southern California, where culture frequently becomes a commodified product, individuals like Joseph play a vital role in advocating for artistic integrity.
House & Techno at USC is planning to revive workshops for spring 2025, and Joseph aims to secure housing for the organization by the following fall. This initiative will provide members with affordable living arrangements—addressing the fact that one-third of USC students face housing insecurity—while establishing a permanent presence for House & Techno at USC at the university.
And Joseph proudly maintains his commitment to quality refreshments at their events. “We never serve bad beer,” he asserted. “We always offer at least Pacifico, Modelo, and seltzers—decent drinks.”
Ultimately, Joseph Nguyen’s ongoing engagement with USC keeps him attuned to the next generation and aware of industry trends. As he’s learned, the music industry evolves rapidly, and missing a moment can mean losing out on significant developments.
