Nontypical: Where marketing meets daytime raving.
Article by Laura Martin for ZigZag Magazine.
I had the pleasure of interviewing Dubalejo, Makenda and Naarly, the co-founders of a fresh and unique marketing collective in Malta. Their events have created an inescapable buzz on social media. In this exclusive ZIGZAG interview, we discussed how the collective came together, the Maltese party scene, their distinct Nontypical marketing approach and the unique and diverse community their work has fostered.
Initially an upcoming DJ, Naarly wanted a space where they could share their music with a familiar and diverse community rather than seeking gigs elsewhere. They met Makenda at a party and decided to utilise her marketing background for collaboration, organising the first Nontypical party. Dubalejo was the missing piece of the collective, providing the visual and content creation aspect with a Gen Z-orientated touch. Each member brings something different to the table, but together they maintain a cool dynamic and a collective desire to establish a social scene that Malta was missing.
We all know the late nights in Paceville fuelled by cheap drinks, late nights and hangovers. While secret parties have been popular with certain groups in Malta, Nontypical identified a gap in day parties, specifically in unexpected locations like brunch spots and cafes. Makenda, Dubalejo and Naarly wanted to create a highly sought-after alternative to this style of partying that is already established in many other cities.
“One really common thing that you hear at our events is people saying, ‘Finally, someone is doing this.’ It’s not something that we invented; it’s something we brought to Malta.
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These events are currently invite-only, to control numbers and keep the parties free. Their events are the catalyst for the brand’s name, as Nontypical encapsulates the dynamic, vibe and approach.
Naarly, Makenda and Dubalejo may be able to throw a killer party, but their intentions for the collective go further than that. They work as a marketing concept with clients, using space activation to transform their space into something new.
“We go to the place, we activate the space. It’s called space activation. The marketing enhances everything.”
By organising parties in unexpected places, Nontypical elevates those locations and invites new audiences to their customer base. The three marketing gurus work with the respective employees of brands and locations that host their parties and emphasise the brand values the company wishes to express with an event. Through their unparalleled communication strategy, Nontypical can create a new vibe for the location they’re working with.
The Nontypical emphasis on space activation rather than event marketing has allowed the collective to remain an invite-only space. Initially, this was a necessity, but it has created a FOMO dynamic and boosted the brand on social media. Those who are not invited can see the party on YouTube and Instagram, with no prior knowledge of its happening. Nontypical have fostered authentic demand through this. The FOMO is not constructed by the content but by the people interacting with it.
Makenda, Dubalejo and Naarly are all ex-pats in Malta, a community which makes up 28 per cent of the Maltese population. While most secret events in Malta are organised and attended by those within Maltese communities, Nontypical has a desire to create a diverse and fulfilling community for both ex-pats and Maltese people, which is where their growth is rooted.
“We wanted something for us as well. We missed these types of events from home.”
The collective knew that they weren’t the only expats who felt this way but also recognised the importance of bridging the gap between locals and foreigners. Nontypical are a diverse trio, and they believe this helps attendees recognise the open and community-based approach to their brand. The vibe and atmosphere at their events accelerate this brand value — everyone is welcome, regardless of their background. Even the music played at the events is carefully planned out. The goal is to create a chilled and welcoming vibe with music catering to all different tastes. While it is difficult for the team to create complete inclusivity while maintaining an invite-only policy, they focus on rotating the crowd at different events to allow new people to attend.
Nontypical is more than just a brand – it’s three unique individuals coming together to create a fresh and fun atmosphere in the Malta party scene. The movement that Makenda, Dubalejo and Naarly have fostered is rooted in connection and inclusivity, values that Malta will always be open to. In the future, the trio plans on continuing their work and expanding their brand, but will always remain refreshingly non-typical.
