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We Spoke To The Promoter Behind Elrow
About Running One Of House Music’s Most
Loved Events
BY MILLY MCMAHON
Contributor, Complex Magazine (UK). Twitter: @MillyMcMahon.
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! MAY 30, 2017
Fun is an unquantifiable currency — a blissful state of mind which provides true
escapism and promotes inspiration. Fun cannot be created, marketed, or bought,
and the family-run business of elrow house parties encapsulates such vibes with
effortless finesse.
Staging events across the world, which benefit from five generations of expert
party planning, the manifesto behind the Barcelona-based, fun-fuelled brand is
pure escapism and inspiration, conceived of through the wildest of innovations.
Booking the world's most successful house DJs and sourcing the most outrageous
performers from across the planet to entertain thousands of high-energy ravers,
stilt walking, juggling, and dancing magicians typically scatter the stratospheric
elrow event scenes.
Working together as a crew of hard-working, dreamy lovers of life, the
motivation behind each party is to keep the crowd as maximally entertained as is
humanly possible. Headed up by CEO, Juan Arnau Jnr, events are commonly
programmed across Brazil, Ibiza, France and the UK, themed by costume-heavy
aesthetics. The New World, Bollywood and Psychedelic trip inspired the dress
code for elrow's most recent raves and, this summer, Glastonbury's infamous
Shang-Ri La after hours area will be taken over by the crew. Juan intends to tap
into the serotonin stimulator of every reveller who enters into his zone.
Crazy, beautiful colours illuminate the atmosphere of elrow's anarchy. No two
parties ever feel the same, such is the insane and unique strength of the brand.
Open minded, with no judgement for anything other than not letting loose and
giving each party your all, not one thing deters the strong sense of optimism and
happiness that runs riot from sunset to sunrise at an elrow all-nighter. Complex
hung out with Juan to experience a typical day in the sun-drenched life of this
perpetual good vibes generator.
What is your standout memory from the first open-air event you hosted in
Barcelona?
It was the opening of elrow after a Sonar festival on a Sunday morning.
Paco Osuna and Chris Liebing were playing to a crowd of 1,000 people, and we
were all dancing under the sun. It was a very special moment. Even though the
club was far from full, there was some sort of magic in the air. It was one of those
moments that felt good, so good, on a pure fun-loving level. Financially, we knew
the event was going to be a disaster, but we knew we were on to something.
How does elrow encapsulate your personality and spirit?
elrow represents our team and stands for what we are. Our whole energy is based
on the team behind the events as a collective. We all wanted to create something
different, fun and, most importantly, something that would totally focus on the
crowd. All our team live by that ethos and it's so refreshing. When someone new
starts working with us, the main thing we look for, is that they can fit in with the
family; they must share our ethos and have fun with us as well as working hard,
obviously.
Where do you source your dancers and performers and what do you look for
specifically with regards to the energy of the talent you bring to events?
In every country where we have a show, we look for actors and stilt-walkers
locally, sourced through by art directors who are fully dedicated to finding
characters that can convey the elrow ethos. elrow is a very immersive party, so
what we look out for in our performers isn't someone who just stands around.
We need performers that interact with the crowd, who can play with them, even
tease them—it's all part of the secret!
What's been the most memorable event you've ever hosted?
The elrow show that we had in Barcelona's Poble Espanyol. It was an an open-air
venue we hosted on a rainy day. Imagine 5,000 people dancing in the rain, and
not leaving the party throughout the whole day despite being soaked! Definitely
memorable. We had to buy raincoats for everyone and that feeling of not being
deterred by the damp weather and continuing to dance under the rain is
something I have not experienced before.
Where do you go to feel inspired when you're creating ideas for a big party?
I generally go to South Africa on vacation and try to find the time to feel inspired
with new themes and ideas whilst I'm there. It's a very inspiring place for me.
People are really creative there, everything is very colourful, and I've always felt
at home whenever I've been over there. I recommend it to anyone that has never
visited.
How have you seen the party scene across the globe evolve since elrow first hit
the scene in 2010?
Some promoters have become more creative, focusing on their customers more
and trying to find out new ways to interact with them. I think the format of just
DJing to crowds is a bit outdated for certain parties, and people are keen for a
different kind of experience to complement the sounds the DJs play. We don't
see ourselves as pioneers, but we are focused more on the overall experience and
I believe that's why we are where we are.
How do drugs and the energy zone help all revellers co-exist and have fun in a
safe and positive way?
It is crucial to have energy zones and show customers where the limits are and
when they are in danger.
What is the typical cost of throwing one of your legendary events?
It always depends on the size of the party, but it ranges from €40,000 to
€250,000 per show.
How do you challenge yourself to improve the aesthetic, vibe and progression
of elrow?
We never find a limit to what we do. We're always looking for ways to improve
our shows and searching for new ways of interacting with our public. It's very
important in a fast-moving industry like ours to not be stale, and a lot of brands,
once they become successful, they stop innovating and just carry on using the
same formula that has worked well for them. We are the opposite: we try to keep
modifying the formula. We are never 100% happy!
You come from a long line of party organisers—what keeps the drive to
entertain alive in your genes?
The experience of making people happy through doing what we like the most is
the most valuable gift we experience as promoters. It's something my
grandfather always impressed upon me since I was a kid: make people happy
with what you do, and by that rule we work to create bigger and better things to
continue to entertain.
What's your earliest memory of partying?
When I was a little child in Florida 135, aged 14, my father took me to Monegros
to experience first-hand how 20,000 people were partying in the middle of
nowhere. That was a crucial moment for me learning that I wanted to become a
promoter.
Talk me through a typical day in your life?
If I'm not abroad on a business trip, I'm having meetings with the different
heads of each department from 9am until 9pm. I take a lunch break for a couple
of hours to go to my parents' home, to have lunch with the whole family. My
mother cooks every day for all of us. The family thing is not just for marketing, it
really is what we live and breathe. My family live a few metres from the office, so
it's very important for all of us to have lunch together every day of the week.
Tell me more about the events you have planned coming up in London?
London is the largest show we have organised. It will be our biggest show in the
UK to date! We've grown exponentially and at such a fast rate in the UK, and we
believe this is a progression forward. We will continue staging club shows and
hosting arenas at select festivals, but doing such big format shows in a city like
London is a dream come true.
Sign up for priority tickets to elrow London Town's Closing Ceremony on Sunday
20th August from June 1.
Tags: Features, Interviews, House Music, elrow
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