Jordan and Dan, Founders of Electric Beach at Santos Party House
Today, EDM enthusiasts only have the options of enduring 12 hours of blistering heat for EDC or being stunted on at the doors of nightlife’s most exclusive venues across the nation.Coming almost as a God send to the EDM scene in New York, Jordan Liss and Daniel Reiger of venue tap have launched a series of events that have brought the music back to where it belongs: to the people.
Electric Beach at the Santos Party House is a series of events that immerses club goers in amazing music and great people without the often typical pretentiousness of the nightlife scene.
EDM has deep seated roots in underground scene for decades, but as electronic dance music has ascended into the American mainstream media’s attention over the past three years it has become increasingly difficult to find the remnants of the once thriving underground scene. Long gone is the thriving scene of yesteryear, when Sasha and John Digweed had their residency at Twilo and the underground clubbing scene still bore signs of life.
Our previous DJ Of The Week John Digweed commented on the scene during our exclusive interview with him:
Twilo was hands down the best club in the world and it’s a real shame that people do not get a chance to experience a club night like this anymore, where the focus is just on great underground music and having the best sound and lighting system in the world. NO VIP and no bottle service. It was all about the music.
We had an opportunity to sit down with Jordan and Daniel to sift through the fluff of nightlife and EDM to discover how to get the music back to the people.
What aspects of NY nightlife and EDM pushed you guys to hold events at Santos Party House away from the pretentiousness of the Meatpacking District?
When we first wanted to put together this party in the fall we knew that we wanted to have an event totally dedicated to electronic music talent, mainly producers who create their own original content – not just DJ’s. We needed a venue with a phenomenal sound and lighting/effects system to create that experience. We noticed that in NY on a Saturday night, party goers usually had to choose between something that was either too pretentious, overpriced and VIP and something that may be too large, intimidating and massive.
The options were too vastly different at opposite ends of the spectrum. We knew that most of our friends fit squarely in between- at the 50 yard line. We felt there was a void in the marketplace for that experience and wanted to create something that was a happy medium.
What plans of expansion do you want to pursue with the Beach Party events?
Our partner, Corona Light, was so pleased with what we created in NYC that it has already been rolled out (in a little bit of a different capacity) in 4 other markets – L.A., Chicago, Atlanta, and Miami. It takes a different form based on the market. Additionally, we are looking at planning larger pop up versions of Electric Beach TBA. The main bedrock of our brand and party is to showcase up-and-coming EDM talent before they get to the next mainstream level of fame.
With so much money and attention being garnered by the scene, do you think that the popularity is a bubble?
This is a very interesting point of debate that obviously comes up regularly when people talk about the EDM scene. Here is my take. I think that to a degree it’s easy for some people to point at and say it’s a passing fad, or a “bubble” that will burst soon. I think that while it may fade down in certain crowds, the genre will not be a passing fad.
Here is my main argument why: Technology has totally changed the music game for young aspiring talents around the world. It’s easier and cheaper than the industry has ever seen before, for kids to get programs and equipment to begin producing their own original music and content from their homes. They can post it and share it virally through the massive networks of blogs, message boards etc that have coalesced around the EDM scene.
The main point to consider is this: the technology to physically create the EDM music that is so popular today, didn’t exist years ago. The music simply could not be created without the programs and the technology in mixers/equipment. As technology within the production industry continues to rapidly outdo itself, it will play and larger role in the music industry, than I think people realize. That, coupled with a relatively low barrier and cost for entry, I think that you’ll see “production” become a new instrument of choice. I think the umbrella of EDM music will continue to branch out into more subgenres and breed itself to a wider acceptance – not a bubble that will burst.
Where do you see yourselves in 5, 10, 50 years?
In 5,10 or 50 years the business will be changing/evolving. There is no doubt about that, in the past 10 years there have been significant adaptations. We see ourselves evolving as well, whether in this
industry or not, we will always be involved in making something that other people can enjoy. That is our passion and success will result as long as we can continue to make a living doing what we enjoy,
Three Tips To Success in producing events in the EDM Scene
Not overplaying an artist by having he/she perform at your event or venue too many times in a given space of time (regardless of how popular they are). I see this as one of the common mistakes in the
Try to have an edge by booking up-and-coming talent before they are massively and widely known – when customers see an amazing show and talent in an intimate space like Santos before the artist blows up, they will remember that and recognize you for it. Its harder to call the next shot then it is to turn on the radio, hear what’s popular already, and throw big money at a big booking.
Make sure you’re in a room that has the sound, lighting and effects system to hold the integrity of the event – otherwise the experience will be cheapened.
Everyone recognizes the EDM scene to be a cash cow right now. What has been the biggest obstacle in keeping true to the scene?
You don’t need to always spend big money to get amazing talent. We often look to artists that are bigger in Europe or other parts of the world but may have not caught on huge yet in the USA. That’s a great way to introduce great talent to a different market. I think we’re most proud of what many blogs and people have told us: that Electric Beach is an incubator for up and coming talent.