REFLECTIONS – WE ARE MORE THAN JUST A 5 J'S, AREN'T WE?

(Article published in the August 2009 issue – no. 139)

The Galician promoter Big Lab, together with Viajes Marsans, organized an event this past July, exclusively for Spanish DJs. The event's concept was simple: for 10 days, many clubbers from across the country enjoyed the sun, the beach, various activities, and most importantly… the best electronic music mixed by Spain's most prominent DJs and producers, 12 hours a day, at the Catalonia Bávaro Beach Resort in Punta Cana. In total: 120 hours of national talent—truly remarkable!

I honestly believe the venture was risky, and I told José Oliveira (director of Big Lab) as much when he mentioned it to me last February during the Deejaymags event in Madrid. Why did I think it was a 'risky' event? Firstly, because of the damned crisis that's still affecting our lives, and secondly, because unfortunately, my experience of over 20 years working in the industry has shown me that Spaniards, in general, believe that 'everything from abroad' is better. Proof of this lies in the lineups of most festivals, bookings, and events in our country, which include foreign headliners. This reinforces the idea that the general public in our country only respects international acts. That's why I thought (much to my dismay) that a lineup featuring David Penn, DJ Oliver, Ivan Pica, Oscar de Rivera, DJ Bee, Java, Javi Reina, DJ Nano… and myself, among many others, might not be enough for Santo Domingo…

Sometimes I think there are topics that are a bit of a nuisance to broach, because they're the ones that have been discussed a million times and, in my opinion, have no solution (in the short term). But I'm born a critical thinker and believe that talking about certain things, and even stating them (for the umpteenth time), doesn't do any harm; rather, it maintains the idea that there's always room for improvement…

In this country, you're either 'modern' or 'tacky'. I have good reason to say this. Do you know why Trax magazine (later called 'Beat') was created in Spain? To offer an alternative to print journalism covering the electronic music scene in the country. Its artists didn't fit into a publication like this (Deejay Magazine), as they didn't want to 'mix' with what was considered 'easy' or 'mass-market'... The result? The magazine's abrupt closure. It seems the 'modern' ones (who are the most critical) weren't buying Trax; and the artists, labels, and brands that were theoretically 'should' be advertising in it, weren't doing so.

This is what happens in Spain, my friends. We're so knowledgeable, so critical, and we know so much about everything that we don't believe in our own product, and those "foreigners" end up taking advantage of us to sell us their product. Spain has almost always been in tow, following what happens outside the Iberian Peninsula, but at the same time, I think we've been sold countless bill of goods simply because they're "foreign" products, forgetting about Spanish products because they're "from here." I think we're largely to blame for this. As I already mentioned in the June issue, the landscape has changed a lot, but the "foundation" of many things hasn't. How many Spanish artists headline the Sónar festival? Or how many at the Monegros festival?

It's clear that the headliners are 'famous' worldwide, and some of the national artists sharing the bill with these 'media giants' are only 'famous' in our country. But listen up, friends, in many countries their up-and-coming DJs are genuine stars, and their fans are dying to see them among the greats. Those of you who know me know that I always talk about the UK, perhaps not because they have the best DJs and/or producers – which in many cases has been true – but largely because they've been the best at making their own artists great, and they've managed to build their scene globally. They believe so much in their potential that they go all out to sell beyond their borders. And what the heck is going on with Spain?

Now I'd like to highlight the strategic and commendable role of Big Lab with their 'Made in Spain' event last July in the Caribbean. That a Spanish promoter organized an event featuring ONLY Spanish DJs outside of Spain is truly admirable. That it received the support of over 250 people is something to celebrate! Hooray for Fun Beach Party, and hooray for everyone who enjoyed it!!

Anyway, I don't want this article to paint a dramatic picture of our situation, since we all know there are Spanish promoters with international renown who are VERY strong worldwide. Nevertheless, there's still a lot of work to be done to place Spanish talent at the top of a Creamfields lineup, to give just one example among many… And I think the public here bears a lot of responsibility…

Again, I eagerly await 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
Articles are published monthly in the Spanish magazine Deejay.
I invite you to get it at the newsstand of your choice or its edition
digital if you click here

Here is the website: www.dancepress.es

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