Groove Cruise founder Jason Beukema‘s approach to dance music goes deeper than creating a successful floating festival, and that’s exactly what’s kept it going for more than two decades. Through Groove Cruise, he’s built a community rooted in connection, and that mindset carried beyond this year’s sailing in January and into South by Southwest and Miami Music Week in March. While loyal captains await the 2027 sailing, Beukema brought his Groove Effect message, which is the foundation of Groove Cruise, to two of the most important annual events involving dance music.
At SXSW on March 13, Beukema headed up the…
