Aurora native and longtime Denver music staple Jeremy Ostermiller has spent more than two decades promoting shows, building companies, and shaping the creative energy of Colorado from the inside out. This December, all of those threads finally collide under one roof when DJ Diesel brings Shaq the Halls to Mission Ballroom on December 3. The show is a milestone for Colorado’s bass community, a celebration of the next generation of local talent, and the official launch moment for Ostermiller’s newest startup, Death Before Decaf.

For Ostermiller, the night represents something deeply personal. Not just because it is his first show as a promoter at Mission Ballroom, not just because it marks his first time working with Shaq, and not just because he and his team are taking the full entrepreneurial swing behind the event. It’s all of those things coming together at once, wrapped inside a holiday show that feels like a full-circle moment for someone who grew up idolizing Shaquille O’Neal long before DJ Diesel ever stepped behind a booth.

Shaq the Halls also highlights the story unfolding around Death Before Decaf, a Colorado-brewed cold brew brand created for people who move fast and think bold. No sugar. No preservatives. No BS. Just 359mg of clean fuel for creators, athletes, night-owls, and the people who live life in the fast lane. Ostermiller and co-founder Frank Ford built the brand around the same work-hard-play-hard ethos that has powered Denver’s music and creative scene for decades, so tying the launch to one of the biggest personalities on earth made perfect sense.


And because this is Denver, the night is stacked with Colorado talent. PAWS the DJ, the official DJ of the Nuggets and Avalanche. Manufactured Superstars, hometown legends in their own right. Thirteen-year-old prodigy Mesophonic, who went viral when Shaq pulled him onstage last year. And Big Florida setting the tone before Diesel brings the thunder.

With lasers, visuals, and full-throttle production filling Mission Ballroom, Shaq the Halls is shaping up to be the kind of holiday kickoff only Denver can host. A collision of community and chaos. Energy and gratitude. Bass and caffeine. A homegrown show with national muscle behind it.

We sat down with Jeremy Ostermiller to talk about what the night means, the mission behind Death Before Decaf, and what comes after the lights go down. Check out our conversation below!

[Rooster]: You’ve been involved in Denver’s music scene for years, from promoting hip-hop shows to launching brands. What does it mean for you to bring Shaq the Halls to Mission Ballroom this December?

[Jeremy Ostermiller]: Bringing Shaq the Halls to Mission Ballroom means a lot to me and the team. It’s the trifecta. My first show as a promoter at Mission, my first time working with Shaq, and the launch party for my newest startup, Death Before Decaf. But what really makes it special is what Shaq means to me. He was an icon when I was a young buck, and as I got older I realized it wasn’t just what he did on the court. It was everything he built off of it. The way he gives back. The way he shows up for kids and communities. The success he’s created long after basketball. To kick this off with someone who’s had that kind of impact, in a room like Mission Ballroom, while launching something I’m proud of (Death Before Decaf), that feels full circle.

You’ve booked and promoted hundreds of concerts across your career. How does this one compare to other landmark moments in your journey?

I’ve been doing shows for a long time, starting back in 2002 with 2 Live Crew and moving through venues like the Aggie, the Fox Theatre, the Gothic and the Ogden. Along the way I’ve worked with legends like Snoop Dogg, Wu-Tang Clan, LL Cool J, Public Enemy, Bone Thugs-N-Harmony, CeeLo Green and many more. I’ve had some big moments, but the holiday shows have always meant the most. I’ve been throwing a holiday concert for over a decade, and December is just magical. It’s a time to celebrate, reflect, come together and feel the meaning behind it all.
That’s why this one stands out. Mission Ballroom is on another level, and booking Shaq to kick off the holiday season in a room with 4,000 people feels like a milestone I won’t forget. I’m grateful for every step that led here, and grateful I get to share a moment this special with the city and people I love.

Death Before Decaf is one of the presenting sponsors. How did the partnership between your coffee brand and Shaq the Halls come together?

Death Before Decaf isn’t just a presenting sponsor. We’re the promoters behind Shaq the Halls and the ones taking on the full risk and reward, so tying the brand to the event was part of a bigger vision. We’re building something bold and unapologetic, and we wanted a launch moment that matched that energy. DJ Diesel was at the top of our list and what he represents lines up perfectly with where we’re taking this brand.
With the help of our friends at AEG Live, we turned the idea into reality. Shaq the Halls isn’t just a show. It’s the opening statement for Death Before Decaf, a signal of how we show up, how we think and how far we plan to go. This is the start of something much bigger. It’s the foundation for what we want to build everywhere.

You’ve said Death Before Decaf is “for doers.” How does that same mindset connect with the music and creative scene here in Colorado?

Death Before Decaf is for the people who live fast and go all-in, the ones who hit the gas, chase adrenaline, work hard, play harder, and want to die rad. That’s the same spirit that runs through Colorado’s rock and roll and creative scene. This place is packed with movers, shakers, late-night hustlers, and all the people who bring the noise and keep the energy high. They don’t follow the crowd, they make their own lane. That’s why the brand fits so naturally here. Death Before Decaf fuels the attitude, the edge, and the unstoppable momentum that defines Colorado’s creative heartbeat.

You’ve built nine-figure businesses, mentored countless creators, and now launched another startup. What keeps you hungry to keep building?

I’ve been an entrepreneur for more than twenty years with eight startups. Starting a business is one of the hardest things you can take on. You’re taking an idea from zero to hero, and that challenge has always driven me.
Coffee has been part of that journey from day one. Late nights, early mornings, nonstop travel, it always kept me moving. Coffee is the OG energy drink, but I could never find a canned cold brew I actually liked. So we made one out of a real necessity.
After 20 years in tech, I wanted to build something tangible, something I could enjoy myself and share with friends and family. So we kept it simple and made a cold brew that’s strong, clean and honest. No preservatives. No sugar. No junk.
For me, Death Before Decaf isn’t just a drink. It’s taking something that’s fueled my journey and turning it into something people can make part of theirs.

What can fans expect from Shaq the Halls that makes it different from any other show this holiday season?

This is the kind of night that kicks the holidays off with real energy, high-octane, big production and a full sensory experience from the moment the doors open. Lights, lasers, visuals, sound, everything is turned up. It’s also a chance to celebrate an up-and-coming Colorado startup and showcase several Colorado legends. We’ve got PAWS, the Denver Nuggets’ official DJ, my friends from the Manufactured Superstars, 13-year-old Colorado prodigy Mesophonic and Big Florida all setting the tone before DJ Diesel even steps on stage.
And when the big man gets up there, he takes it to another level. His presence is massive, his sets are electric and the production hits another gear. The lights, lasers and visuals explode, and the energy goes through the roof. It’s the kind of show that launches the season the right way and sends you out buzzing.
Tickets won’t last long, so grab yours while you can.

Finally, what’s next for Death Before Decaf after this show? Any plans to expand deeper into the music and events world?

We’re just getting started, and I’m incredibly grateful for the support so far. Putting on shows like this is only the beginning. Music and startups share the same DNA, passion, creativity, community and the kind of energy that brings people together. Celebrity partnerships are shifting how brands grow, but at the core of it all is something simple. People connecting around a shared experience.
My philosophy has always been work hard, play hard, and nothing brings people together like music. It’s the universal language. It lifts you up, it connects you and it reminds you why you chase big ideas in the first place. Shaq the Halls is our first swing at a much bigger vision. What we’re building with Death Before Decaf goes far beyond one night, one show or one moment.
And the truth is, we’re only getting warmed up.

Cover Photo Credit / Stephen Bondio for Insomniac Events