Los Angeles-based producer/DJ informal., aka Sam Richie, operates from a unique worldview: not taking things too seriously, breaking the norms, and enjoying life’s ups and downs to the fullest. The result is bouncy, unpredictable, genre-defying music that surprises and delights listeners at every turn.

informal. embraces a free and unscripted creative process, resulting in tracks like “DIY,” which was propelled to release by a surge of social media demand. His work isn’t about achieving polished perfection, but is a celebration of authenticity and the joy inherent in the creative journey.

Armed with a collection of standout remixes and his impactful sophomore EP its not that serious, informal. is fervently spreading his music and unique style. Each of his tracks is a venture into his exploration of sound, inviting listeners into the playful realms of his boundless musical mind.

Supported by industry tastemakers including EDM.com, LA Weekly, EDM Identity, Exron Music, and The Festival Voice, informal. is set for an exciting year ahead with new releases and live performances on the radar.