Back in 2001, the Underground Music Showcase was conceived as a humble, one-day, locals-only concert highlighting the diverse music scene in Denver. Fast forward 20 years and UMS has transformed into a booming three-day music festival with annual attendance easily eclipsing the 30k mark. After Two Parts acquired UMS in 2018, the bar was raised from excellent to legendary. While still holding true to its roots as a platform for local artists to thrive, UMS also draws national emerging talent from around the globe to Denver for one of the most unique festival experiences in the country. UMS engages both local and national beverage, cannabis, and retail brands to build engaging activations and experiential pop-ups for attendees to enjoy. These sponsors and partners work closely with our team to conceptualize, design, and produce strategic offerings that increase brand awareness throughout the three-day fest.