“There is no better business venture than channeling our love for parties into the creation of unforgettable parties,” said Muv’s co-founder Justin Mora. 

The founders – Owen Littrell, Justin Denmark, Jackson Lyons and Mora – said they envisioned a company tailored specifically to the college demographic because ASU has a reputation of being one of the biggest party schools in the nation. 

Muv was created out of a desire to provide an unforgettable experience during college parties, but the startup also shaped the character of the co-founders. 

From the outset of launching their venture, Muv faced challenges that tested its resilience. 

The co-founders embraced the hurdles that could come with starting a business while being a student, viewing them as opportunities for growth. 

"Every challenge was a chance to learn and improve," Mora said. "It taught us resilience and the importance of adaptability – skills that go beyond the business world." 

The founders said they understood the authenticity of their audience, which became the driving force. Muv has reached 3,548 Instagram followers. 

Muv has booked performers like singer Sean Kingston. 

Liz Pabich, Muv's promoter, explained what the company meant to her: "It's about networking, persistence and showcasing our passion. Artists appreciate the genuine enthusiasm we bring to our events, and that energy is contagious." 

Marketing played a pivotal role in Muv's success story.

Taylor Tucker, a fan of Muv's events, said the company’s promotional strategies are ‘genius.’ “Social media engagement, targeted advertising, and word-of-mouth all contribute to the excitement surrounding their events,” she said.

Muv founders said they used Instagram as a tool to engage with their audience, showcase behind-the-scenes glimpses, and build anticipation for events. 

Fans say the co-founders’ journeys from college students with a shared vision to successful event planners have left a mark on the college entertainment landscape in Tempe.