The company changed to its current name shortly after it was acquired by Robert F. X. Sillerman's SFX Entertainment in late 2012, with the original founders remaining as partners.

[7] That year all four[8] began throwing themed[8] "super extravagant house parties" on a monthly basis, bringing in DJ Climax for the music.

[11] Reinvesting the monthly profits, often at a loss, eventually they began renting "half a nightclub" at a time with bottle and limousine service, then bringing the party back to their house afterwards.

[12] Clubs soon began paying the small company to bring their parties, and according to Solano, they were some of the few local promoters at the time to focus on EDM.

[8] Soon a friend introduced Solano to an informal party series called Dayglow, "a fraternity and sorority tradition at FSU" that involved hundreds of college students in white shirts throwing non-toxic paint on one-another.

[8] Solano had recently discovered ID&T's travelling event series Sensation, explaining to Billboard that "I just couldn't believe that a party could be taken to a level where 50,000 people would show up in a stadium.

[2] When the Dayglow tour started traveling to cities outside of Florida, the founders custom-built paint cannons and guns, also hiring someone from Cirque du Soleil to run their performance department.

[2] A 2011 stop at Stabler Arena in Bethlehem, Pennsylvania was met with such high demand that, after an initial sell-out, it was moved to Lehigh University's larger Rauch Fieldhouse: the additional tickets quickly sold out as well.

In 2012 Donnie then connected Solano with investor Bob Sillerman, who at the time was putting together the media conglomerate SFX Entertainment.

[18][19] On December 31, 2012, a special Life in Color NYE Bash was held and webcast from Atlantic City, headlined by Steve Aoki, Tommy Trash, and Adventure Club.

The announcement coincided with the final of the 2013 International Champions Cup soccer tournament, which was also held at Sun Life Stadium; R3hab and David Solano performed during pre-game and halftime festivities respectively as part of the announcement,[24] making them the "first EDM brand to produce a nationally televised halftime show in North America.

[11] An April 2014 Life in Color event in Malaysia, headlined by Fedde le Grand, was planned in partnership with local promoter Future Sound Asia, but cancelled in March 2014 out of respect for drug-related deaths at Future Music Festival Asia (which caused the final day of the festival to be cancelled) and an unrelated, but similar incident at an A State of Trance 650 event in North Jakarta the same weekend.

[27][28] Life in Color returned to the 2014 International Champions Cup final to announce its 2014 festival with a halftime performance by Martin Garrix.

The event was headlined by Adventure Club, Borgore, The Chainsmokers, Diplo, Kaskade, Nervo, and Madeon among others, and also featured an attempt to set a Guinness World Record for the "most people covered in paint at one time".