Logo with the letters U and S inside a circle, behind three vertical lines.

OUr ethos

Our commitment to culture

⚡︎

Our commitment to culture ⚡︎

A musician playing an electric guitar while kneeling on the floor during a performance. The musician is wearing sunglasses, a hat, and a patterned shirt. Musical equipment, including an amplifier and cable, is visible on the floor. Another musician playing drums is partially visible in the background.

Commitment to Grit

We remain deeply committed to the independent music community and the scrappy spirit that defines it. UMS will always be a place where emerging artists are prioritized, where risk is encouraged, and where the underground is not a trend but a foundation. It is the backbone of this festival, and we continue to champion the artists and spaces who create culture from the ground up.

A musician with blonde dreadlocks, wearing a black sleeveless top, is playing an electric guitar on stage illuminated by purple and pink lights. There are other band members and musical equipment visible in the background.

Discovery

The discovery of local businesses, independent venues, underground artists, and creative spaces, is what UMS is built on. As we move into RiNo in 2026, that commitment travels with us. We will actively partner with neighborhood venues and small businesses, spotlight local and emerging artists, and create opportunities for fans to explore the spaces and sounds that make Denver’s music scene so special.

An outdoor concert with a large crowd and a band playing on stage, featuring a backdrop with the name "Angel and the Sniffers." The stage is under a canopy with bright lights, and audience members are raising their hands and cheering.

Local Business Owned

UMS is locally owned and powered by Denver businesses, alongside the RiNo Business Improvement District. That support goes right back into the festival by marketing the district, supporting venues, and investing in artists. It keeps UMS grounded in the community and driven by the people who are part of it every day.

Artist Commitment

Supporting the people who make music is at the heart of everything we do. Even as we enter a new chapter in 2026 with a new location and new partners, our dedication to artists remains unchanged: we strive to compensate musicians fairly, and create spaces where their work can be heard, celebrated, and sustained. UMS has long worked to build a reputation for treating artists with respect, integrity, and equity. This is a legacy we carry forward with pride. This is about more than performance slots, it’s about valuing the time, craft, and creative risk that artists bring to our stages and venues.

A black and white photograph of a crowd at a concert or event, showing people with various expressions, some smiling and others yawning or shouting, including a man in the front with a floral shirt yawning and a woman with glasses and large earrings.

Value

Cost should not be a barrier to being part of the UMS community. Keeping ticket prices accessible so more people can discover new artists and be part of this experience is one of our top priorities. UMS is powered by a small, local team who care deeply about Denver’s independent music scene and keeping the spirit of this festival alive and evolving.

Four smiling people wearing black T-shirts with 'UMS' and 'staff' printed on them, standing together at an indoor event, with one person giving a thumbs up.