Sugarush Sydney with Lorde. Photo credit: @cester__

We recently caught up with Emma (Xeimma), the powerhouse behind Sugrarush to talk about their biggest night yet and what is in store next. Just days after a surprise appearance from none other than Lorde at their latest party, Sugarush has gone viral – with clips flooding social media and fans around the world joining the celebration. What began in Australia has grown into more than just a party - Sugarush is now a global movement. Emma shared with us how it all unfolded, the joy of creating a pop-fuelled safe space, and what’s coming up next for the cult-loved club night.

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Sugarush just had its biggest show yet on Sunday night with Lorde making a surprise appearance! Firstly, what an incredible moment that would have been for you when the crowd realised that Lorde was in the room. How did it all come about and how did you manage to keep it a secret?

The night was definitely a career peak! It still feels unreal. Afterwards, it felt like we had all just skydived together - the adrenaline rush was insane! Whispers about a possible appearance started on the day after her security did a walkthrough of the venue. I kept things cool, DJing and running our usual drag shows, but I only had 10 minutes notice before she arrived. The moment I got word she was on her way, my heart was pounding!

Since Sunday night my Instagram and TikTok feeds have been full of videos and photos from the night with Lorde. How has the last 24-48 hours been for you?

This was my first real ‘viral moment,’ and while I knew it would be big, I didn’t expect this level of attention. The next morning, I was being contacted by radio stations and journalists for my first proper interviews. There were write ups in Billboard, Rolling Stone, CNN, and several other local and international news outlets. Between my content and others’, the videos and photos have racked up millions of views. I also received hundreds of messages from friends and fans around the world - everyone was so excited for me. For a couple of days, it truly felt like I was a mini celebrity.

Sugarush has grown so quickly since you launched in June 2023, how has it been expanding the events internationally to Canada and North America from beginning in Australia?

When I started throwing club nights, I never imagined it would grow into an international business. After leaving my job in Brisbane and moving to Canada, I quickly realised how tough it was to land a fulfilling role in the music industry without local contacts or experience. That challenge pushed me to keep the parties going, first in Canada, and later in the US, with the help of my Australian friend Adam Metwally, who’s now based in NYC. Thankfully, once you’ve got a few sold out shows under your belt, almost any venue in the world will have you! It’s been incredibly fulfilling to see these parties bring joy to people all over the world. Through Sugarush, I’ve made friends across the globe, and I’m truly proud of the community we’ve created together.

Are there any other locations that you’re hoping to expand Sugarush to?

Because it’s just me running Sugarush, I’m satisfied with the locations I have. However, I would love to do more of the US & Canada. Any more countries would mean more tax complexity haha. Asia or New Zealand could be a good shout though.

Sugarush feels like a love letter to pop culture - where did the original idea come from?

I’ve always been a huge pop music lover - I was a Britney Spears stan on Twitter for years, starting back in 2012. Before Sugarush, there was Clvb Heaven, my first brand of pop club nights. At the time, it felt like there weren’t any mainstream pop parties catering specifically to the LGBTQ+ community, and that’s the gap I wanted to fill. When I left the company I was working for, I had to let go of Clvb Heaven too. But with Sugarush, there was the introduction of drag queens, which helped draw the exact audience I was aiming for.

You’ve held themed parties dedicated to pop icons from Charli XCX, Chappell Roan to Dua Lipa and Lana Del Rey, who would you like to showcase next (if you’re able to give any hints?)

I would LOVE to be able to throw some parties for Addison Rae. I think she’s one of the most exciting pop stars right now - the world just needs to catch up. All her singles this era have been incredible. She gives major Britney Spears energy, in the best way.

What we love most about Sugarush is the amazing community you've built by hosting a safe, inclusive space for all, along with your strong emphasis on drag and burlesque. What would you say makes a good party and how do you create a space for people to feel a part of a community and feel free to have fun?

The drag and burlesque community is such an integral part of Sugarush. The music is always fun, but you can really feel the energy lift when the performers take the stage - and that vibe stays strong for the rest of the night. The community is incredibly dedicated and creative, and I love showcasing their talent. It’s almost like having Charli or Chappell in the room with the audience, they’re just that good! Watching them rock it and be themselves helps everyone else to do the same. Plus, pop music is naturally feel good and lighthearted, which helps people bond and truly let go together.

If you could pick any artist to make an appearance at a Sugarush night, who would it be?

That’s such a tough choice! Lorde has already been an incredible gift, but Chappell Roan really helped Sugarush grow. Her brand aligns so well with the parties (she even describes herself as a drag queen). I’d so love to party with her!!

What do you have next in store for Sugarush?

We have our first festival appearance at Starburst Fest on 21 June in Sydney, with DJs & drag between sets, keeping the energy high. Hopefully, it will be the first of many!

Check out Sugrarush’s upcoming shows here.

Photos from Sugarush Charli XCX Night in Brisbane 23 May 2025. Photo credit: Kelsey Doyle (@kjdoyle)