As an established DJ/Promoter with over 10 years of promoting club nights, over 25 years DJing and over 300 club nights under my belt, I have been asked many times by clubbers “is my club night going to be any good”? Even if I think it is not going to be, I am hardly going to answer by saying “no my night is going to be rubbish so don’t come”.
So to help you clubbers make an informed choice I list 10 things that can make for a busy club night, I stress that the following do not always guarantee a packed event but they do help.
The party is at well known venue and the venue/club night is synonymous with a particular style of music for example Egg Club and Ministry of Sound with dance, Moonlighting Club with Urban Music (R&B, Hip-Hop & Dancehall). Clubbers are drawn to the branding of the venue just as much as they are to the club night brand, increasing business. Also established venues are conscious who they hire their venue too and will vet promoters to ensure they can actually pull a crowed.
A well know brand is behind the night, the night has been been going for many years on a weekly/monthly basis at the same or different venues in London, around the UK or internationally. Some names that spring to mind are Garage Nation, Sun City and Twise As Nice. These club nights are established brands and have diversified into Merchandising, Franchising and a DJ Agency and generally these club night brands will work hard to protect their name.
Touched on this above slightly, if the event has been at the same venue for a while on a weekly or monthly basis then this can be an indicator that the night will be a good one. A weekly/monthly residency can enable the night to grow and establish a following. Generally speaking a venue would not want to keep a promoter on if their particular club night is not dong well if the event is in-house then this is a different story. You can always call a club and ask is the event in-house or put by an external promoter.
Word of Mouth
They say the best form of promotion is Word of Mouth. If a lot of people are talking about the event, there is a lot of hype on Social Media surrounding previous/forthcoming events, basically a buzz then generally this is a good indicator that the night is going to be busy.
Tickets Sold Out
Obviously if tickets are sold out then this is an indicator the night is going to be packed. Although I do know of promoters that have lied and made out on (ticketing websites) mthat First Release (Early Bird Tickets) have sold out just to induce sales.
Big Name DJs
If big named DJs like DJ EZ for example are playing at the event this can help the popularity of the event, the more big names the better. Big name DJs cost money so a night club promoter will obviously want to recuperate his or her money thus doing everything possible to ensure a busy event. Although this can be a good indicator that the night will be busy, I do know of promoters though that have lied on flyers listing big name DJs knowing fully well they will not be turning up or cancel the big name DJs just before the night as the promoter has an inclination the night is not going to be busy.
If the night has been heavily promoted for example on radio, social media, posters/poster boards etc this can lead to a busy night. Budgets vary will vary though, radio advertising and poster can be costly so a promoter will want to guarantee a busy night so as to recuperate his or her costs.
Special occasions can help for example New Year’s Eve, Bank Holiday Weekends, Valentines etc. Some people that don’t go clubbing on a weekly basis choose to go out on these occasions.
After Party/Celebrity Appearance
A guest appearance from a famous rapper or reality TV star can boost the popularity of a night or an after party to a popular concert or an award ceremony like the Mobos, be sure to check that these parties are the official ones though.
To sum up I would say that no one thing (apart from tickets selling out) can guarantee a busy event but a combination of the above will definitely help.
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