Elrow is known amongst the clubbing for the most prolific, exciting and uncompromising events in recent years. elrow party people are back to the UK shores this December for two exclusive shows; the 5th December in Bristol with In:Motion and the 12th December in London at Studio 338 to present their first ever ‘Rowshow El Bronx’ in the UK; expect an unique clubbing experience with fun, confetti, inflatables, performers, dancers and stilt-walkers... I Voice decided to catch up with Victor elrow's bookings director, to discuss the story so far...
elrow is the Barcelona born brand that started as night club and mutated into an day time party. As a day time party is when elrow became what it is now, a fun filled, hedonistic party...Hi Victor; could you begin by telling our readers a little about yourself.
Hey guys, thanks for your time! I am bookings director for elrow family, the company that owns elrow, Florida 135 (a 73 years old techno club in Fraga, Huesca, north of Spain), Monegros Festival and KER Club. I have been in the music industry for over 15 years holding different positions in great cities like London, Madrid, Sydney and now the beautiful and sunny Barcelona.
Who's behind elrow and how the party came to exist for those who don’t know?
elrow is the brainchild of the Arnau Family, a company that has moved through generations and has been in the entertainment industry since 1870 with different projects in operation.
elrow is the Barcelona born brand that started as night club and mutated into an day time party. As a day time party is when elrow became what it is now, a fun filled, hedonistic party where anything can happen and the crowd are the always the headliners!
The party happens around you and you are invited to be part of that performance...Is there an ethos behind elrow? And how would you describe the vibe at elrow parties?
Fun is the main ethos of the party. We fuse street art, performances and underground music together to create an environment like nothing else. The party happens around you and you are invited to be part of that performance, whether is by dressing up or simply playing with the toys we regularly throw to the crowd. It’s impossible not to have fun at elrow!
How important was Ibiza to developing the brand? What sort of lessons have you learned from the past few years?
Ibiza is without a doubt a perfect window to the rest of the world. The brands development and growth in the past years outside of Spain is without a doubt Ibiza’s doing. It’s not only with our brand; the “Ibiza effect” is something you can see with any other brands successful in the island. The only lesson learned from Ibiza or anywhere else is believed in your brand and do everything with passion. This is a hard industry to work in, if you don’t have passion you might as well chose another job.
How do the team prepare the shows for the different thematic? And which is your favorite party theme?
There’s a lot of people working behind the scenes to make sure it all looks spectacular everywhere we go. It also varies depending on the club and the amount of time we have to prepare the venue.
Our Space closing this year; the deco was simply out of this world. The deco team invented a brand new deco for the closing and it was just surreal... At our home in Barcelona we have all the time we need while for example at Space we only have a bit more than 12 hours as normally another party the night before! It’s hard to choose a favourite, but Feria de Abril, which a Spanish celebration that takes place in April in Seville, or probably one of the most fun and different as we give away wine and jamon and other kinds of food at the club! :)
Looking back over elrow’s history, can you pick out one or two special moments that have remained with you?
Even though I have known the family for a very long time, I have only been an active part of the company for a year and a half. In this time, for me I can pick two moments: One has to be our Off Sonar party on the Sunday. It was amazing to see so many people come together and especially so many industry heads and DJs coming to party and celebrate with us.
Also our Space closing this year; the deco was simply out of this world. The deco team invented a brand new deco for the closing and it was just surreal. Also the music, the crowd and the show was just perfect. Those two will stay with me for a long time!
It was only natural to look at bringing the project to the UK also. It was just a question of finding the right team fly elrow's flag in the UK...When did the idea for elrow UK come about and why?
elrow's mission is to make the world dance and have fun!… They have already hosted parties in France, Italy, Belgium, North America and South America so it was only natural to look at bringing the project to the UK also. It was just a question of finding the right team fly elrow's flag in the UK.
With the huge scale and high quality of production required, Jo Vidler at Secret Productions was the natural choice to head-up the UK production team, and the team behind In:Motion in Bristol also manage many of the artists who play at elrow's events and were big fans of the parties, so in September 2014, they were all invited to a meeting in Ibiza with elrow founder Juan to discuss their UK invasion.
There wasn't a moment of hesitation in the meeting and afterwards, the new elrow UK team and Juan went elrow at Space and danced the night away to celebrate.
Can you tell us about elrow first party in the UK and how did it go?
Well it was at the Village Underground in March earlier this year. The theme was Bollywood, with meters and meters of bunting and an explosion of colours, confetti and toys. People really didn’t know what it was but after one show the news spread...
We offer an immersive experience without equal where you are part of the show, where you are expected to interact with the performers...There is an abundance of party promoters in UK, what makes elrow so different from its competitors?
Most promoters keep focusing on the artists and the music more than the experience. Don’t get me wrong, music is a pivotal part of the event and people still move in the thousands to listen to DJs, however, the overall experience is what I believe the key. We offer an immersive experience without equal where you are part of the show, where you are expected to interact with the performers and where the memories are more than that amazing track, its a whole 10 or 12 hours of unforgettable moments that stay with you forever.
So what's the biggest challenge to running a successful party nowadays in your eyes?
Concept and people; for most promoters the hardest thing is finding a concept that works and takes it to the next level. Anyone with a bit of cash can book artists, regardless of style. The challenge is finding the right concept that people are going to fall in love with and surround you by the best team you can assemble that is as passionate about the project as you are. Logistics, traveling, etc.… those are not challenges, that’s everyday life for a touring brand.
And lastly what does the future hold for elrow UK... What events are coming up?
You are going to have to wait and see, but great things are coming your way! Don´t change the channel! :)
elrow next UK shows
elrow - All Dates
28TH NOV - ELROW GOES TO AMSTERDAM - DE MARKTKANTINE
05TH DEC - ELROW GOES TO BRISTOL - MOTION
05TH DEC - ELROW GOES TO ROME - SPAZIO900
06TH DEC - ELROW BARCELONA - ROWSHOW FARWEST
12TH DEC - ELROW GOES TO LONDON - STUDIO338
01ST JAN - ELROW BARCELONA - NEW YEAR'S DAY
01ST JAN - ELROW GOES TO MADRID - FABRIK - NEW YEAR'S DAY