There are individuals who are beyond passionate in pursuit of a craft or experience. unbridled dedication spans music, art, extreme sports, food and cultural influence.
pursuit of their chosen venture appears crazy to outside viewers, the audience doesN’t understand the motivation behind actions. They ask why?
The question is why.. The answer is simple, the actions you see are the motive ‘by which’ (por la cual) our people choose to engage in their day to day. It’s their driving force, the reason they rise in the morning and the cause for late nights spent furthering the mastery.
Our Mission
The reason why is here to shake things up.
We all fell in love with music and dance because of shared experiences, new artists, new friends, art installations at our favorite festival, intentionally built spaces and stages.
it’s time to bring those elements to the club.
We believe music is for everyone to share.
together on the dance floor.
art, lights and the best people will always be prioritized at our nights.
too many shows provide too little.
our efforts in decor create our identity, with the hope consumers start to expect more from event curators.
The reason why takes into consideration, top to bottom, the often overlooked details mattering the most.
Bring art+community back
the idea, turned concept, turned reality
There’s a moment in every creator’s journey whEre the excitement fades and the questions hit.
In 2015, Rob found himself pulled into the world of Seattle nightlife—not for the status or chaos, but for the feeling. The moment when the right song hits and everything else fades. The freedom, the connection, the escape. The healing. The way music and shared space could pull you out of your own head and into something collective.
After many years contributing, on occasion he’d leave events physically and mentally exhausted, only to lie awake asking, Why am I doin this?
He started writing. Not to solve it, but to understand it. And through that practice, his “why” became clear again: he’s here to build spaces that matter. Spaces where people can feel safe, seen, and inspired. Not just party spaces—but intentional environments rooted in care and creativity.
What poured out wasn’t just anxiety—it was clarity. He remembered why he started: the joy of feeling something on the dance floor, the sense of safety and magic in the right environment. Those moments weren’t accidents. Someone created them.
From that night and self reflection came THE REASON WHY.
Now, THE REASON WHY is more than a night—it’s a movement. One rooted in intention, supported by community, and fueled by a deep desire to bring meaning to nightlife again.
Years passed before the first event took place. But when Monkey Loft offered Rob the opportunity to host a monthly, he knew this was it.
And so began Por La Cual, the first series from THE REASON WHY—a space where community, creativity, and care come first.
if you’ve taken the time to read all of this… thank you. there are people like you, like us, looking for more out of life. unwilling to accept things are the way they are. compelled to make change in the world. be good to one another. while our sphere of influence can be small. choosing to make an impact within your world ripples out and effects so many more. we can only do this together and i hope to see you smiling in a space curated by the reason why very soon. -Rob-
“Music is the escape, music is the safe place. On the dance floor we forget and transcend. Let me guide the way.”
– Rob aka Unknown ?layer –
meet
the
Mad LAD
Robert Reyes (IG)
is an established promoter in the 206, hosting and promoting events at many of Seattle’s most reputable venues.
Rob aka Rupert, aka Unknown ?layer made his ingress into the Seattle scene as a DJ June 2017. Since, he has quickly earned the trust of crowds and promoters alike. Rapidly becoming recognizable among the ranks of local djs, he prides himself on letting the music speak for itself.
Scraping the far corners of the web, Rob is locked and loaded with undiscovered sounds from all over the globe on top of a growing stock pile of unreleased tracks sent to him by rising artists. Even adding his own production to the mix in recent years. With no preferred genre, he brings all sounds, tempos and energies into every set providing a unique experience each time he steps behind the decks. Combine this with a high level of technical ability he will often leave even experienced djs confused and amazed as he transitions and layers tracks that "shouldn't" work.
in the past few years rob has begun creating his own art pieces, art installations placed within seattle and more remote parts of Washington. Taken on managing local phenom Tony h and also is a partner on APOG. A boutique festival punching well above its weight in both sound, production and headliner bookings.
His most Recent project Por La Cual is an open format dance night, curated around extensive decor, art pieces and building a community with mutual values. Hosted at Seattle's Monkey Loft every second Saturday it is well on it's way to being a beacon for people in the city looking for more than the usual club experience.