Deep N White has become one of the most influential and innovative event production companies, transforming the electronic music scene across El Paso, the U.S., and Mexico. Founded by Hugo Roldan, known in the DJ world as Austvan, the brand has become synonymous with high-end, immersive experiences that leave a lasting impact on attendees. From meticulously designed events to unique atmospheres that push the limits of creativity, Deep N White is redefining what it means to be part of the electronic music scene.

In this exclusive interview, we dive into the vision behind Deep N White, the process of creating unforgettable events, and what’s next for the brand. Hugo shares insights into his journey as both an artist and a producer, revealing how his experience as a DJ shapes the way he creates immersive experiences for audiences. Let’s take a closer look at the innovative world of Deep N White.



1. Hugo, tell us a bit about yourself. How did your journey in music and event production begin?

Music has always been my passion—not just the sound but the experiences it creates. My journey started as a DJ, performing in underground events and constantly exploring new sounds. Over time, I realized that my vision extended beyond just playing music; I wanted to create spaces where people could fully immerse themselves in it. That desire led me to event production, and ultimately, to the creation of Deep N White.

2. Deep N White has become a leading name in high-end event production across El Paso, the U.S., and Mexico. What was the original vision behind the project?

From day one, the goal was to offer something truly unique—an experience that was immersive, exclusive, and emotionally resonant. We wanted to create events that weren’t just about music, but about storytelling, atmosphere, and connection. Everything from the venue selection to the aesthetic details plays a role in making each event feel like a once-in-a-lifetime experience.

3. A Deep N White event is more than just music. How would you describe the essence and energy you strive to create with each production?

For us, it’s all about connection. We design events where people can step outside their daily routines and lose themselves in the moment. Every event has a carefully curated mood—a narrative that unfolds through lighting, visuals, and sound. Whether it evokes euphoria, nostalgia, or pure adrenaline, the goal is always to create something unforgettable.

4. From venue selection to stage design, every detail seems meticulously crafted. What are the key elements to creating an unforgettable experience?

It all starts with understanding the audience and the energy we want to evoke. From there, every decision is intentional—choosing a venue that enhances the experience, designing a stage that feels both intimate and grand, ensuring top-tier sound quality, and using lighting and visuals to elevate the storytelling. And, of course, the lineup must align perfectly with the vision. Every small detail contributes to creating a night that stays with people long after it’s over.

5. As a DJ under the name Austvan, you’ve stood on both sides of the booth. How does your experience as an artist influence the way you produce events?

Being a DJ gives me an insider’s perspective on what makes an event truly special. I understand the flow of energy throughout the night—how transitions, lighting changes, and audience engagement can transform a set. This insight also plays a big role in artist bookings, ensuring that every performance happens in a setting that allows the artist to deliver their best. At its core, event production is about synergy—creating an environment where both artists and audiences feel completely in tune with the moment.

6. Deep N White has expanded into multiple cities and continues to grow. What’s next for the brand, and what can we expect from upcoming events?

We’re just getting started. Expanding into new cities is a big focus, along with high-level collaborations that will take our productions to the next stage. Our vision is to blend music with art, fashion, and technology, creating fully immersive experiences. Expect bigger productions, exclusive locations, and an unwavering commitment to quality.

7. The live event industry is constantly evolving. How do you see the future of electronic music and high-production shows?

I believe we’re moving towards a multi-sensory experience, where events become full-fledged journeys rather than just parties. Technology will play an even bigger role, with AI, VR, and interactive visuals becoming integral to live shows. At the same time, the underground scene is thriving, with more demand for boutique, intimate experiences that contrast with massive festivals. The future is about personalization—crafting events that feel tailor-made for each attendee.

8. For young creatives who dream of building experiences like Deep N White, what advice would you give them?

Start small but think big. Prioritize quality over quantity and build a community around your vision. Learn every aspect of event production—sound, lighting, logistics, marketing—because every detail matters. Surround yourself with passionate, like-minded people, and don’t be afraid to take risks. Most importantly, stay authentic—people connect with experiences that are built with heart and intention.

9. Finally, if you had to describe Deep N White in one sentence, what would it be?

Let’s f**cking party.


🔗 Follow Deep N White & Austvan

🔗 Follow Deep N White & Austvan:

• Deep N White: @deepnwhite

• Austvan: @heyaustvan

🎶 Upcoming Events & Music:

• Deep N White Events: Event Page

• Austvan Music:

  • Beatport

  • SoundCloud