The events often took place in underground venues across the greater Birmingham area and would sometimes use a commercial nightclub after its usual closing time. The flyers would often read "Venue... through the grapevine" and "2 till u curdle". Various record and clothes shops would be informed of an impending event with Pirate Radio stations helping out too.
Hundreds of party-goers would converge on the venue and dance until daybreak with regular DJs such as Tony De Vit, Mark Jarman, Patrick Smooth, Scott Bond, Owen Owens, John Snakehips, Jon Hollis and Dani Technici. Special guests would usually accompany the regular DJs, such as Roger Doctor the Background Boys and Funky Bus.
C.R.E.A.M. still takes place in venues across the city and is possibly one of the longest running underground house nights in Europe.
C.R.E.A.M. is also an acronym for "Cash Rules Everything Around Me," originally used by the Wu-Tang Clan. This version of the acronym was also used as the title of an episode of the tv series Dark Angel in 2000.
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