What is 23:59 ?

The story behind 23:59 is like the chronicle of all party people. I decided to start my events at "one minute before midnight" for a few reasons. Some people came to me and asked me if it was referring to a curfew time (like Cinderella). Some were referring to the leap second 23:59:60 of the world atomic time. Some Japanese kids even thought about drugs as 23:59 can be read in Japanese as "Ni San Go Ku" which can be heard "Minasan Koku" (Let's all do Cokaine). Anyway, the list of possible meanings can go for ever, but the real reason behind this is to highlight the fact that the human brain reacts totally differently during the day (the dominant functions are usually logic, facts, science, based on knowledge, reality to be practical and safe) as opposed to the night (during which the brain waves are oriented towards feeling, imagination, philosophy, fantasy being impetuous and risky). This is why we usually work during the day, and create during the night. So the Cinderella curfew time reference is kind of correct: At midnight, she finally becomes who she really is. Party people during the night, like Cinderella, they become other persons, not weird, they just become themselves but an another inner self. An hidden self they did not meet during the day. They become more creative, artistic. During the night, people are becoming in sync with themselves and the world when they experience the right music at the right time. With carefully planned music evolution (supported by lights, lasers, decoration, etc) throughout the night with smooth transitions between artists and their live sets and DJ sets, we can experience a unique-all-night-long experience for the party people. Music at the right time of the night multiply exponentially the emotional impact on the human brain. Be careful to not abuse, it can be very addictive. It can be inspiring, emotional, soothing. Rich in visions and thinking. It has the profound ability to draw that feeling out and make the spectrum of life somehow feel unlimited in scope and sensation. The perception is unlimited. The 23:59 concept opens new doors. That's my little story on how I started to make events starting at 23:59, and why I created these T-Shirts to improve the awareness of people.

The perception is unlimited. The 23:59 concept opens new doors.

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