No Def Collective Officially Launches AS Culture-Led Experiential EVENTS Studio, Building on the Success of Grown-Ass Pizza Party
OTTAWA / TORONTO, Canada
The culture-led experiential events and marketing studio formalizes its expansion after two years of producing one of Canada’s most talked-about weekday music-driven event formats.
After two years of producing packed weekday events across multiple cities, the team behind Grown-Ass Pizza Party (GAPP) is officially stepping forward under the banner of No Def Collective, a culture-led experiential studio rooted in music, food, and community.
Since premiering in Ottawa in 2024, Grown-Ass Pizza Party has turned ordinary weekday happy-hours into high-energy gatherings built around hip hop, R&B, nostalgia, and local restaurant partnerships. What began as a DJ-forward after-work concept expanded into Toronto and is now launching in Montreal for the first time on March 3 at Brigade Pizzeria.
Expanding Onto a National Industry Platform
Following its official launch, No Def Collective has been invited to showcase the Grown-Ass Pizza Party format as part of Industry Night Out at RC Show 2026, hosted by Restaurants Canada. The activation reflects the collective’s growing presence within Canada’s hospitality and cultural landscape.
Co-founded by cultural producers Brian Tong and Hassan Hamdan, alongside hospitality operator Trevor Lui, the collective develops event formats designed to boost local venues, support artists and DJs, and create real reasons for people to gather midweek.
A Model Built on Cultural and Economic Impact
Their model is built on a simple premise: when people gather regularly in these spaces, local culture strengthens and local businesses benefit.
“Our events function as micro–economic engines for local venues,” said Brian. “We’re deliberately activating our partners’ under-utilized weekday evening to bring foot traffic into their restaurants. At the same time, we’re supporting DJs, artists, vendors, and hospitality operators.”
The approach aligns with the priorities of Business Improvement Areas (BIAs) and tourism bureaus across Canada, which aim to increase neighbourhood foot traffic and support local economic activity beyond peak weekend periods.
Beyond GAPP: A Portfolio of Cultural Formats
GAPP remains the flagship format, with additional concepts including Grown-Ass Taco Party, Potluck Food Jam, Hip Hop Period, and Sound Circle in rotation.
“At its core, this is about building rooms people actually want to be in,” Hassan adds. “People are showing up consistently to support local businesses. It strengthens the cultural life of every city we enter.”
No Def Collective is expanding its footprint across Canada into new markets and working with hospitality operators, brands, and cultural organizations seeking to integrate music-led community experiences into their spaces.
For more information, upcoming event dates, or partnership inquiries, visit www.nodefcollective.com.
About No Def Collective
No Def Collective develops music-led experiences designed to support independent hospitality operators and sustain the cultural infrastructure of the communities it works within.
At their core, they are a culture-led experiential events and marketing studio established in 2024. Built on the success of Grown-Ass Pizza Party, The collective designs and produces scalable hospitality formats that bring music, food, and community together in ways that activate local spaces and support creative ecosystems.
