Shortly after the Grajea sisters launched Whole Lota Denim, a boutique clothing shop in El Paso in 2021, they found their calling to pivot to live music promotion. Sisters Mia, Savannah, and Sierra Grajeda initially planned to sell hand-painted denim, vintage clothes and jewelry. To promote the opening of their store in a former warehouse on El Paso’s East Side, Whole Lota Denim threw a launch party with entertainment from their friends’ bands. More than 300 people attended. The buzz after the opening led to more bands asking to play at the shop.