Who We Are

DJ Zimmie

Founder

For over 20 years, DJ Zimmie has worn almost every hat possible in the world of DJ culture. On the stage he’s performed both domestically and internationally alongside seminal artists like DJ Premier, Z-Trip and DJ AM to name a few. Three years in a row he competed and placed in one of the biggest DJ Battle circuits in the world, Red Bull 3Style. Off stage, he’s toured the world as DJ Jazzy Jeff’s Tour Manager and Tech, getting a rare glimpse behind the scenes through experiences at some of the world’s most iconic clubs, venues and festivals with the biggest names from the last 50 years of DJing.

Zimmie’s uniquely honest perspective on DJing and the surrounding culture has made him a strong voice in the community through various lectures, interviews and articles. He’s also been hard at work on a documentary series titled “Revolutions: The Story of the DJ” which chronicles the history of the DJ spanning almost 100 years. Portions of this were presented by Pioneer DJ / AlphaTheta as “Pioneers of Hip-Hop” to celebrate the role of the DJ in Hip-Hop’s 50th anniversary.

Behind the scenes he supports DJs through his role as Artist Relations for Pioneer DJ / AlphaTheta and helps with the product development of new DJ gear.

DJ Zimmie
Kelly Cassella

Kelly Cassella

Creative Lead

Kelly Cassella is the creative director shaping the visual identity of Level Up, bringing bold, high-impact design to one of the fastest-growing DJ and performance platforms. As the founder of MadeBold Design, she blends strategy, style, and storytelling to create visuals that elevate brands and experiences—on the screen, on the stage, and everywhere in between.

With 20+ years in design and art direction, Kelly has crafted creative for global brands including GE, Samsung, Bosch, and Waste Management during her tenure as an Art Director at Edelman, the world’s largest PR firm. She later built and scaled her own design studios—Kelly Anne Design and now MadeBold—earning a reputation for sharp, intentional creative that drives real impact.

Her work spans entertainment, tech, nonprofits, and corporate branding, with a particular passion for mission-driven work and cultural experiences that deserve a stronger spotlight.