EMW and ZERO are set to launch Why Not Now?, a new two-night electronic music and culture event arriving at Industry City in Brooklyn on Memorial Day Weekend, May 23-24, 2026. Framed as a boutique-style festival experience, the debut edition will transform the venue’s open-air courtyards into a late-night destination for forward-thinking dance music, immersive production, and contemporary creative energy. Public event announcements and ticket listings identify Industry City as the host venue, with the event positioned as a new addition to New York’s Memorial Day Weekend electronic calendar.
Blending international headliners with emerging and locally rooted talent, Why Not Now? will unfold across two main stages over the holiday weekend. The Saturday programme will be headlined by Gorgon City, joined by GENESI, Linksa, TOBEHONEST, and DREYA V. On Sunday, the event closes with a headline set from Chase & Status, alongside a North America debut back-to-back set from Joy (Anonymous) and MPH, plus performances from Flava D and Bambii. Multiple music outlets covering the launch have highlighted the event’s emphasis on pairing globally recognised artists with next-wave selectors and producers.
Set within the industrial architecture of Industry City, the event leans into Brooklyn’s warehouse-era visual identity while promising a more curated, design-conscious environment than a conventional large-format festival. Organisers describe Why Not Now? as an invitation to step into the present and experience where music culture is heading next, with sound, lighting, and spatial design working together to create a strong sense of atmosphere. Coverage around the announcement also notes the collaboration between EMW Presents and ZERO Productions, with both teams associated with electronic music programming and immersive event concepts.
The event is currently listed as 21+, with valid government-issued identification required for entry. Publicly posted ticket information shows GA weekend passes starting at $149 and VIP weekend passes starting at $289, with onsale beginning Wednesday, March 11 at 10 a.m. ET and presale registration opening in advance. Ticketing pages on AXS and DICE also confirm the Industry City open-air setting and Memorial Day Weekend schedule.
With a lineup that stretches from house and tech-house to drum & bass, UK garage, and left-field club sounds, Why Not Now? arrives with the potential to carve out a distinct lane in New York’s electronic events space. More than a concert series, the weekend is being positioned as a meeting point for music, architecture, and community, giving Brooklyn a fresh open-air experience at the start of summer.
Event Details
What: Why Not Now?
When: May 23-24, 2026
Where: Industry City, Brooklyn, NY
Hours: Saturday 7 p.m. to 3 a.m.; Sunday 7 p.m. to 2 a.m.
Age: 21+
Tickets: GA weekend passes from $149, VIP weekend passes from $289
