300GR
When Flyers Were the Algorithm
The Birth of a Culture
Naples · 1996–2010
300GR is a cultural archive documenting Naples' underground club and electronic-music culture from the late 1990s through the early 2000s and beyond.
Built from my personal archive, 300GR uses original flyers, magazines, graphic design, photography and event ephemera to reconstruct a period when club culture existed primarily in the physical world.
Before social media, the flyer was the algorithm.
It told you where to go, who was playing, what was happening and which community you belonged to. Flyers moved from hand to hand, through record stores, bars, clubs and streets. They connected people before feeds, followers and digital platforms existed.
But 300GR is not simply an archive of old flyers. It is the story of the people, clubs, DJs, designers, promoters, photographers and dancefloors that created a new culture in Naples.
The graphics are the artifacts.
The photographs are the evidence.
The nights are the history.
300GR documents the birth of a culture.
The instinct never changed. Building an audience by hand in Naples, or programming a room in Miami now, it is the same work: giving culture a structure strong enough to last. The tools moved from paper to platforms. The discipline did not.
This is a selected view. The full archive spans over 100 flyers and 15 issues of Orbeat Magazine.