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R&B 200’s success story

Apt. 200’s R&B nights are drawing hundreds of people to the club—on a Wednesday.

There is an element of unpredictability that comes with getting people to go out on a Wednesday night. With its latest series of R&B nights titled “R&B 200,” Apt. 200 Montreal has accomplished exactly that, offering a unique setting that draws hundreds to the club in the middle of the week. 

Lou Celestino, a local artist and bartender at the club, first came up with the idea as a solution to existing problems: “Wednesdays were very inconsistent, without branding. People were simply trying to mosh and we’d get noise complaints.” He noted the overall lack of a strict R&B focus in other clubs on St. Laurent Boulevard, which made way for R&B 200’s differentiation. Starting from simply hosting and bartending, he now manages the event.

The format has essentially turned Apt. 200’s usual hip-hop banger formula on its head. It opts instead for a relaxed, lounge-like environment that focuses on mellow, emotional cuts and classic 2000’s R&B. With a DJ roster composed of Miggy, Nino, Arsy, and Spinelli, clubbers are treated to a seamless mix of modern R&B, vintage classics, and incorporations of adjacent styles like late ‘90s-2000s pop and hip-hop.

The event is powered by Diff Minds, a local content-creation trio. Diff Minds includes two Concordia alumni, Kyle “Dolla” Martel and Karim “Dream” Fall. Celestino called upon them personally, given his genuine friendship with Dream and positive experiences with having the duo host at Apt. 200. Through their video recaps, Diff Minds showcase a different side to clubbing, one that is atypical to the scene’s usual portrayal. Their visual style is simultaneously professional, stunning, and intimate, between Dolla’s warm, vivid photography and Dream’s crystal-clear videography. The inclusion of retro technology (polaroids and camcorder) gives their clips a homey feel, one that perfectly suits R&B 200’s throwback essence.

Above all, the intent behind R&B 200 is to bring people together, be it the team or the crowd. “We want to bring a vibe to the club that allows people to have fun, enjoy themselves, and be safe while doing it. We encourage creatives, entrepreneurs, artists, and more to come together and network while vibing to some good, nostalgic music,” Dolla explained.  

“It allows people to have a conversation. Most importantly, the vibes are immaculate; barely any fights or trouble, that’s what separates us from other places,” Celestino added.

This is exactly what you get from a Wednesday at Apt. 200: the bar fully lined up with people talking, a crowded dance floor before midnight, dance circles, attendees singing along to ballads in unison while waving their flashlights; be it a social gathering or a collective celebration of music, the heartwarming feeling of community truly fills the room and defines each Wednesday night. DJ Spinelli notes that it has become a sanctum for creative expression. “We’ve transformed R&B Wednesdays into a space where everybody can express themselves fully, through outlets like fashion & dance. Everyone is there to support each other and have a ball! It gives you the confidence to fully lean into your passion,” she explains.

Celestino prides himself on gathering a team built upon diversity. “When you look at the lineup of hosts and DJs it’s multicultural; I am absolutely proud of representation,” he said. “One thing that motivates me is opening doors for the next wave of talent. With every name on the flyer, I see the qualities that are important for hospitality and that make people feel welcomed. I’m proud that I got a group of hosts to become friends.”

R&B 200 continues to see increasing popularity and a steady turnout, both of which are impressive given the unlikely circumstances. Fall is glad to bear witness to this success and remains surprised by it. “I’m a very observant guy. I catch myself looking around the club and being like, ‘Wow, why are so many people showing up on a Wednesday?’ It’s a hard sell. Overall, I see the same familiar faces coming through and making the appointment to come every Wednesday.”

The success of R&B 200 is now driven by the name it has made for itself. “People know that Wednesdays are for R&B nights at Apartment,” Dolla said. “It’s something you have to see for yourself.”

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