We did some self promotion this week. Went on a few pods (L8night with Choccy and The Grit) to talk about our upcoming Inherent Bummer Factory by the Sea event presented by Hurley — a 3-day Warhol-inspired shit show of videos, music, art, films, a new merch drop and surf culture at Pacific City across the street from the US Open of Surfing that will culminate with the premier of our new movie “Surf Film 2” presented by Hurley Saturday night which features 70 of the world’s best surfers. Every night there are new movies and bands too.

We did it last year for one day (here’s a quick look back) and this year we got the help of some friends (Hurley, Captain Fin, Ola Canvas, 805 Beer, June Shine, Weird Tea, Banzai Bowls, Sad Eyewear, Surf Coffee Roasters, Ai Pono) and we’re doing it live for 3 full days August 3rd, 4th and 5th. Happy Hour every day includes free food, tacos, drinks, live music, and several screenings of new surf films right on dark. Stay tuned for the full lineup and schedule release Monday.

Now, the reason we do this is because we get asked what Inherent Bummer is all the time. It’s a curious name, I get it. Of course, I’ve defined it for you on our site several times. I’ve articulated it on podcasts, at parties, in lobbies and boardrooms; on Zooms and Google Meets and on the phone. We make stuff, entertain, read a lot, write a lot, photograph and film it all and spit out our version of modern surf culture. I could also send you a deck with our credentials and aesthetic and explain that we’re the voice of surfing’s past amplified and spit out as surfing’s now while blasting our way toward the future, but would you really get it? Maybe. Maybe not. But come see Inherent Bummer Live and you will get it right away.

Culture shifts don’t happen in test tubes, on charts or graphs or on Instagram or Zoom. They happen in those flashes of life when you’re in the moment experiencing noise and people and emotion with your flesh and brain — and those moments don’t happen enough anymore so we’re bringing ‘em back. We’ve done enough Zooming to last way too many lifetimes, so come see what Inherent Bummer is for yourself. Live.

We’ll feed you, rock you out, get ya buzzed up and show ya some rad surfing vids we’ve been working on. We’ll be interviewing all our favorite surfers and creatives from the US Open all day, so come early and meet them too, snap pics for your IG (we’re cool with that). We have new Inherent Bummer merch on sale too so you can commemorate your attendance with a tee, hat or hoodie and best of all you'll know exactly what “It’s not the end of the world” and Inherent Bummer mean. Some things just have to be seen to believe.—Travis Ferré