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⌂ Home / Interviews / We caught up with the man behind Elrow ahead of their Aus tour
We caught up with the man behind Elrow ahead of their AustourHello Juan, thank you for taking the time for answer our questions. How are things going down at ElrowHQ?
Thanks for having me! Right now is a very busy period as we are finalizing budgets for 2019 and I ambooking all the summer festivals, Ibiza, our club in Barcelona + all the tour dates, so yes, pretty hectichehe…
Can you tell our readers who aren’t familiar a bit about you came up with the concept forElrow?
Elrow as you know it has been going for almost 9 years now, but it started before that as a night clubcalled Row 14. We have a techno club in Fraga, Huesca, called Florida 135 that has been operating for 76years and when the Arnau family moved to Barcelona they decided to open a club in Barcelona. This wasfirst in the city but after a while, Juan snr found a venue outside Barcelona, opposite the airport, thatneeded a lot of work but had a lot of potential. The venue opened as Row14 but it didn’t really work andlost a lot of money. When it was about to be closed, they started opening as an after party and buying toysfrom the Chinese shops to give to the public so they could interact and then, there was something there.Still was not full, but you could see that a spark had been lit and then the party evolved with actors, stiltwalkers, decorations, confetti etc… into what it is today!
Do you have any particularly fond memories from the early days? It all must have changed somuch from then?
I remember coming as a customer about 8 years ago and Richie Hawtin was playing the terrace, hisparents were at the VIP having a drink with Juan and Cruz Snr so the family vibe was also there, but Iremember not long ago finding a video from that morning during Sonar week and while the terrace was alittle busy with Richie, the other rooms were empty with also headline DJs playing. I compare it to wherewe are now and it seems eons ago!
Last year saw Elrow finally come to Australia. I was at the Melbourne event and it wasamazing! Last year was held in a Warehouse on the Docklands, whereas this year you’ve gonefor The Melbourne Showground. What was the thought process behind the venue change?
We liked the first venue and the event went great, but we decided for year two we wanted to move venuesand our local partner recommended this one and we think it will better the experience for everyone, so letssee what do you think of this edition!
What have you guys got in store for this year? How can you possibly top last year?
Hahaha, tricky question. Is a different theme, different Djs, but should be the same amount of fun! As youknow we tour different themes, so this time we are bringing the Sambodrowmo de brasil, that is one of thelongest running themes weve had and without a doubt one of the most populars we have, so hopefully theexperience will be even better than the last!
Elrow events are arguably the most successful party events in the world right now; did youever expect it to get so big?
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Not in a million years! You can never expect this kind of success and is something we all have had to getused to, specially in terms of growth of the company and the growth of work load, but we are all extremelygrateful for all that is happening and specially to our fans worldwide. Is just amazing to travel the worldwith elrow and see the same smiling faces everywhere we go.
Which city produced the most surprising crowds? Did you ever throw a party unsure ofwhether it will work and it turned out to be a huge success?
The good thing about elrow is that is all about having fun and I believe that’s the most international thingever. Who doesn’t like to have fun?? I would say a few years back they approached us to switch on theChristmas lights in Carnaby St in London, something that previously has been done by HUGE british andinternational talent and definitely not by a spanish club brand, so we were excited but thinking how it wasall going to work. In the end was a HUGE success and we couldn’t be happier we were asked to dosomething like that.
Is there a particular country Elrow hasn’t been to yet that you are planning to visit?
Next year we are ging to India for the first time and Asia, even though we have done some events alreadythere, is still a big area of interest for us as the possibilities are endless!
How much creative planning goes into your parties? There is so much to cover; music, lights,visuals, inflatables etc.
A lot!! We have a very big creative team that work relentlessly to create new shows, improve the old ones,create new characters, new games… its one of the most creative environments I have ever worked in, isamazing. Also we cannot forget all the people that work at the workshop creating all the decos, costumes,etc… as all is done by hand in Barcelona!
Does your booking strategy with artists vary depending on the country you are in?
Yes, of course. There are some acts I would like to book in Barcelona or UK that don’t work here but arebig in Australia or Asia. Or even artists that work really well for me in Barcelona, Ibiza, London and thendon’t work in Zurich. For the tour we need to listen to the local partners but without losing our partyidentity.
What do you feel makes Elrow stand out from the rest?
It’s a crazy party. We leave the seriousness and the chin stroking outside, we don’t plan on educatinganyone, just come, have fun and loose yourself in all the colours!
Can you describe a night in Elrow in 3 words?
Fun, crazy, colorful
What is the plan for Elrow in 2019? How do you even expand what it already is?
I heard we already reached Mars, right? Haha
Interview by Paraic Walker
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