So what will New Year’s Eve hold in store for the club scene this time round? In times gone by leading industry lights viewed it as the single most important date in the annual dancefloor diary – streams of gigs and parties stapled to major headline acts at supersize venues. The pre-event hype was relentless; the momentum irresistible. New Year’s Eve was a scene unto itself; especially in big clubbing cities like London.
Things work a little differently today, according to BodyMove promoter, and resident DJ Ali B. BodyMove, based at London’s EGG club, has been running since March 2010 but B’s time in the promoting game stretches back much further.
“The whole business of promoting New Year’s Eve has been getting increasingly tricky,” he declares. “Tickets are moving more slowly than the year before, just as they did the year before that, and so on. It’s an uncomfortable spiral if you don’t have a strategy to adapt.”
B is promoting BodyMove’s second annual White & Gold Ball this month, supported by Spen cohort Karizma, Audiowhores and feisty Brazilian favourite Anderson Noize. The involvement of Noize is telling, for BodyMove will once again decorate EGG in impressive samba detail – a Brazilian ‘Big Top’, Latin fusion dancers and percussionists, flourishes of carnival colour….
“We have to stand out, that’s it in a nutshell” B says. “Everyone reads about the global economy and that is definitely knocking on to the London club scene. Artists charge more on New Year’s Eve, which means promoters having to up ticket prices and risk cash-strapped clubbers not coming. The public is feeling the pinch these days; they’re much more selective about which events and venues they go to. We therefore have to offer much more with our line-up, as well as with the event in general. People expect much more bang for their buck.”
Hence, BodyMove’s romance with Rio and reliance on the combined powers of its musical acts; not just a big shot soloist. The same can be said of Defected, whose own NYE ‘gathering’ at Proud2, within London’s iconic O2 Arena, distributes equally weighted house performers across three action-packed rooms. Internationals Inner City, MK, Osunlade and Junior Jack & Kid Crème will join Brit boys ATFC, Copyright, Atjazz, Aaron Ross and Ashley Beedle for some true community spirit.
Rob Star, promoting Eastern Electrics’ shindig at Elephant & Castle space The Coronet in south London, develops B’s viewpoint: “Economic headwinds are hitting New Year’s Eve hard. But, aside from that, I think people are just better informed about the music they like these days; the internet has played its part there. What we’re left with, absolutely, is an ultra picky party-goer who expects variety of talent, a good atmosphere and a respectable entry price.”
Star is also promoting Circo Loco’s New Year’s Day bash at Proud2, which brings us on to another fresh turn-of-the-year trend - New Year’s parties eschewing ‘eve’ for ‘day’.
“It’s much easier to sell a New Year’s Day event… much less stressful,” Star grins. “I think that a number of clubbers, particular the older generations who have grown up with dance music, get tired of the hype around New Year’s Eve, preferring to stay in with friends and then head out the following night when there’s less cost and less pressure. It’s cheaper for the promoter too.
“When you think about it, it’s a really attractive proposition; you’ve still got the holiday atmosphere but without the pressure to get to the club, offload your coat at the crowded cloakroom and wade through to the packed bar all before midnight. And you also avoid the rip-off cab fares on the way home.”
Perhaps it’s no surprise then that Circo Loco has already sold out. And, again, there’s fairly level momentum throughout the party’s line-up – Matthias Tanzmann, Davide Squillace, Dyed Soundorom, Ryan Crosson, Shaun Reeves…. (Star’s Eastern Electrics line-up offers Laurent Garnier next to Tensnake next to Anja Schneider.)
Elsewhere in London, Star’s Mulletover partner Geddes is reporting decent trade ahead of the Nofitstate ‘NYD’ jam he’s organising (and playing at, alongside Julio Bashmore), as is Jamie Jones and Lee Foss’ Hot Natured affair (promising sets from Hot Natured, Art Department and Maceo Plex).
But what about things beyond the M25? Rag, promoter of Bristol’s highly successful In:Motion series, believes it is far too difficult to pin New Year’s trends to whole swathes of clubland. In:Motion 2011 rounds off, of course, with a huge NYE bash featuring high-spirited drum & bassers such as Shy FX and High Contrast, as well as nu-house charmers Tensnake and Visionquest.
“You have to consider the micro-economic picture” he argues. “Promoters in towns and cities up and down the country have their own unique set of factors working for and against them in the current climate. It’s a tough climate but you can’t pin everything onto recession.”
Rag points to the (local) fact that Bristol is once again without pivotal venue Lakota; the club has just had its license re-suspended following a fatality earlier this year, believed to be drug related. Lakota’s absence has left Motion (where In:Motion resides) with something of a wide open playing field.
“There aren’t so many options for Bristolians on New Year’s Eve, so we have the flexibility that many clubs in London don’t” Rag continues. “New Year is a big deal for us so we load it accordingly. Lots of underground acts wouldn’t necessarily work on this night, hence securing High Contrast and Visionquest. It’s about big impact.
“The Warehouse Project is also thriving [in Manchester] because of supportive micro-economic conditions… the guys there are boosted by traffic from Chester, from Liverpool… all of those built up areas nearby. Local people need and want somewhere big to go out.”
Back in London, Ali B is keen to talk tourists. It is yet another micro-economic factor to consider, specifically with the capital in mind. “Two million tourists are expected in the UK this month, and most of those in London” he says. “Promoters here need to be careful; they really do need to offer variety, and variety away from core club music. Some of our overseas visitors just want a feel-good party; that’s why the carnival angle works so well for us. A heads down house night might turn them off.”
Nonetheless, B sees promoters across the globe making a fairly universal set of changes to the way they host New Year’s events. “The economic situation, clubbers’ widening tastes… it all translates internationally without a doubt. I talk regularly to promoters overseas and they’re all making the same adjustments – more focus on New Year’s Day, on theming, on broader line-ups….”
Look at Berlin, New York, Amsterdam and Sydney and no one New Year’s event seems to stand out later this month. Aside from the myriad of smaller venues carving out cool, low-key parties, larger, well recognised ones such as Watergate (Berlin) and Trouw (Amsterdam) are relying on residents - Lee Jones, Woody, Dimitri and Nuno dos Santos, respectively - to move their guests.
Which begs a big, BIG question - is New Year revelry really all that in 2011? “It is a big deal” Star decides. “I mean I’m planning my New Year’s events nine months in advance. However, I have to say that Halloween is an even bigger deal these days.” Something, interestingly, that B backs up.
“I give all of my events across the calendar full attention. They’re all important” he remarks. “But Halloween has certainly eclipsed New Year in terms of scale and customer demand. Again, it’s less expensive than New Year and offers a big opportunity for people to dress up and let themselves go… the true essence of the club night. I’ll be as concerned as ever to make sure NYE goes well this month but, to be honest, trends are changing and I’m already thinking about other parties like Halloween next year.”
A scary thought indeed…
Words: Ben Lovett
Defected In The House – New Year’s Eve takes place at Proud2, The O2 Arena, London on December 31st - click for more details
