Dance Parties - What's It Like for Wellington Promoters?

What makes a good dance party? Could I do better? Whether you are going out to your favorite bar, or have tickets to see a beloved artist, there are often different perspectives of how the night was put together. Sometimes it feels like electronic gigs just happen, some take for granted the hard work gone into setting them up. To answer these questions, we asked Wellington’s dance promoters what it takes. What are the challenges? What works? Maybe you are keen to try yourself; but before you commit, let's take a look behind the curtain.

So what makes a good party? Good music, good people, comfort and safety. A shared perspective among promoters. Ultimately, good vibes. What does that mean? Jonathan (Helix), who has been around since the 90s, shared his thoughts:

“Vibe is something you can't plan for. It's the feel, the atmosphere. We put the elements together in which magic might happen, but that special feeling depends on the people who come, their attitudes, and the communal headspace. Ultimately it's about sharing aroha.”

The music should be the focus and safety a priority, but venue selection is also important.

Location seems to be the biggest challenge in Wellington. While these crews gravitate towards Valhalla and Moon, there aren’t a lot of viable options. Weekends are often booked months in advance, and a decent sound system is a must. Making noise is part of it, but the council have let developers build poorly sound-insulated apartments close by these venues for many years. Noise control is a frequent issue, meaning bars have to run at lower volumes. Some residents have even forced longstanding businesses to shut down. Misc. Collective notes: “Everybody needs to let off some steam sometimes; that works best with loud music and good vibes.”

Places with good management that understand the music are harder to come by. Even the best ones often struggle. The council doesn't hold dance parties in the same regard as musicals or operas. Additionally, authorities are harsh on liquor. This isn’t a problem for some, but can limit location selection for bigger parties. Though there aren’t any bad venues, there aren't enough good ones.

Another challenge is bringing in a crowd. Wellington is still a small city, and Covid took a hit on the scene. Life is mostly back to normal, but people are still more cautious when going out. It can be hard to make a living in the industry while small turnouts are a risk. If it's difficult to overcome people's caution about going out, it makes it that much harder to deliver regular events and build a scene.

So you have a venue, now how do you choose the lineup? Generally these crews go for artists they like, the DJs that love what they do and are easy to work with. Trying to keep lineups fresh, inclusive and suitable to the type of gig.

Casper (Ghost Media) books to suit the party, including international artists that are keen to play here: ‘I believe that in the music scene there is room for everyone to have a seat at the table, but if I start booking artists whose music I don’t resonate with then the whole thing becomes pointless.’

Jonathan speaks to the importance of giving local talent a shot: ‘Someone was kind enough to put me on when I couldn't mix as a young DJ and I've always been grateful, so I'm always happy when I can give someone new a chance.’

Lexi, who promotes gigs under Neptune Collective & Femme n Bass, highlights the value of diversity and inclusivity: ‘I try and make sure to have diverse lineups (gender identity/cultural backgrounds, etc), but I still have a bit of work to do, especially in terms of providing a platform for artists with disabilities - we’ll never be perfect but we can keep trying.’

It can be tempting to favor friends, but it's important to not stagnate and give everyone a fair shot. The party should be for the people and the music, not you and your mates.

Though there are challenges, the local scene is on the rise. We are regaining some sorely missed tourism and internationals are putting us on the tour plans. Music brings people together, putting aside age, gender, nationality and occupation. Dance parties are, and always have been, a catalyst for social change and understanding. There’s a need for better venues, more inclusivity and financial stability for the industry. Promoters only looking to make money puts the quality of events at risk, it’s up to us to not lose sight of what’s important.

Still keen to get involved? Here is some advice from the promoters:

Casper (Ghost Media)

“Just dig in. Don’t sit around waiting to get booked. There are now more DJs than ever, and most promoters could book nights all year without ever having to leave their immediate circles for bookings. If you want to get things popping then find a bar, find a soundsystem, and start building a crowd. Keep your costs low at first, but also don’t panic if you lose a bit of money - most businesses do in their first couple of years. Find a good crew who can help you do things for cheap while you get things up and running, and make sure you reward them accordingly when you do have a good night. Build from the ground up, don’t get ahead of yourself, and make sure that you provide people with a fun, memorable environment that makes them want to come back. Finally, make sure everyone involved gets paid, but don’t do it for the money - that’s how you end up with soulless, purposeless events that do nothing other than encourage alcohol consumption.”

Jonathan (Helix)

“Don't do it. If you do it, only do it for the music. Any other motivation will be obvious to your punters. Every promoter I know has lost far more money than they've ever made, sometimes to the tune of millions. Don't employ the cheapest contractors, employ the nicest contractors. The last thing you want is to spend all day setting up in the mud with an arsehole. Ask old fullas like me, most of us are happy to share what we've learned. Volunteer for other promoters to get experience. I learned heaps from being a roadie for stadium gigs like AC/DC. Learn how to do every job. I can fix most problems myself. Read everything you can about the music industry, read band biographies. Learn from every gig you do, learn from your mistakes and keep improving. Never rest, strive to be a better person and a better promoter. Above all, love your people and treat them well. Without them, you can't do what you do.”

We hope you enjoyed this one. Huge thanks to the promoters who helped, go check out their crews’ socials and keep an eye out for their gigs. Next time you're at a show, remember to appreciate the hard work that goes into it. And if you think you're up for it, be sure it is for the right reasons. Stay safe, party on, we’ll see you at the next one!