IBIZA… DOES THAT NAME RING A BELL?
Are marketing and the spirit of the White Isle compatible?
The Ibiza of the 70s has obviously become part of the memories of the island's older residents. However, we always believed that the spirit of the most daring of the Balearic Islands remained intact, at least until now. In the interest of preservation, we believe it's time to reflect on whether the direction the island has taken in recent years regarding nightlife (and daytime...) is the right one if we want to continue enjoying a legend that, yes, was real in its heyday.
(Article published in the July 2009 issue – no. 138)
MY (SUTIL) EDITORIAL
I wasn't born in Ibiza, and out of respect, I can't consider myself part of it. What I can say for sure is that I've spent entire seasons on the island, performing in the best clubs and experiencing all sorts of moments. Without a doubt, people like César de Melero or DJ Pippi can tell you the best stories of Ibiza in the 80s. My friend Vicente (or Vicenta, depending on who you call him, a major figure in Barcelona's nightlife scene who's nearing 70 and still active, quite a phenomenon…) can tell us much more about Ibiza in the 50s, 60s, and 70s. Yes, that Ibiza before, as he says, 'the arrival of the hippies.' According to him, when he arrived on the island, 'there were only the locals and the Civil Guard!' I suppose you can guess where I'm going with this at this point in the editorial. The fact is that I have been able to experience firsthand the 'international mediatization' of the word Ibiza, and how that Island – even its name – has been given incredible hype, exporting its charisma and spirit to all corners of the planet.
With the inevitable passage of time and the overwhelming power of global marketing, perhaps that free, unique, and exclusive spirit that Ibiza once possessed has been lost… Has marketing managed to overcome the Balearic romanticism and the genuine essence of the White Isle? It was always said that the sound of Ibiza was House… The 'real' House (called Disco or Funky in the 70s and 80s), with all due respect to ROCK and its variations that previously reigned in the Ibiza sound. Its elegant, respectful, and friendly vibe, combined with the peace that reigned on the island, was one of its strengths, giving it undeniable authenticity. Of course, and let it be said from the outset, the musical spectrum broadened when styles like Techno (mainly through Cocoon) or Trance and Progressive House (with the UK invasion) made their mark, but perhaps massification and marketing have 'killed' that authentic Ibiza, the Ibiza of Vicente/-a.
And here I go, friend. The island's media frenzy arrived with the explosion of the Ibiza phenomenon in the UK in the early/mid-90s. Having said that, do you think Ibiza is still the magical corner of the Mediterranean it once was, or has that quality simply vanished, replaced by a floating multi-club full of promoters? Has that culture of going to see the top DJ, to hear what they're playing and enjoy the tracks from their record bag, been lost in favor of a mere party with an added buzz? Has the collapse of a myth like Ibiza affected the attitudes of visitors? Do you think the island's promoters are looking for quality and trendsetting in their offerings, or are they just after countless amounts of cash per night? And another point, no less important: how do you see the changes in the location of established (or not so established…) parties? So, what's your opinion on the fact that one year any big-name party is held in a specific club, only to be held in another club the following season (or even halfway through summer!), or even disappear altogether?
I'm glad that Spanish clubbers currently feel that 'made in Spain' parties are a clear benchmark for them, even more so than 'international' parties. But perhaps there are some people who don't find their place in Ibiza, and it would be fantastic if we knew who they are and what they have to say about it. Again (and I hope this time it's possible!), I invite you to visit my blog, click on the 'Reflections' menu, and leave your comment. I'm eagerly awaiting yours…
Ibiza will surely fill more pages in this section because it deserves it as a legend, which I believe it can continue to be. It's obvious that the topic has much more to it if we truly want to preserve it… Without a doubt, the island and its history deserve it.
—
My intention is that you leave
Your comments. You can be tough on me, it's okay! Contribute
Your contribution, with harmony and respect, we can do something
constructive and, whatever the future holds, I'm sure we'll all
learn…
These
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