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 South Broadway 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. 

During UMS weekend, a mile-long strip of South Broadway transforms into a bustling open-air and open-minded collection of artists, creators, dreamers, musicians, and fans all celebrating together. The party goes for three days straight, and the fun only amplifies after the noise ordinances are enforced each night. After festival hours, Broadway goes off. Dive bars by day become after-party hubs with curated lineups that match the bar’s vibe and set the night’s tone. With local food trucks and restaurants flanking every bar, there’s no wrong direction to go. Each year of UMS includes a charity counterpart, whether it’s a nonprofit activation on the festival grounds or fundraising for local artists through the pandemic, UMS is rooted in community support. Between the music, the people, the art, and the atmosphere, and the ability to give back, there’s a lot to discover at UMS.