It’s been a reyt good start to the year in Sheffield with the Steel Citys various club nights booking some fantastic DJ’s. For us though it’s the little shindig down at The Night Kitchen on the 29th March that’s got us a wee bit giddy.
This Is.. are bringing Max Graef to Sheffield. We’ve been hammering his records and loving his mixes for a while now so we we’re well chuffed to find out he’d be playing a four hour set right on our doorstep.
The night is a new venture from former Cargo residents Chris Moore and Paul Growns. The promo blurb and general info on the night has been purposely low key so we decided to speak to the chaps in question to find out what “This Is..” all about…
Hi chaps, you’ve seemed purposely low key in your promo for your first night, whats the thinking behind it?
We just think ‘clubbing’ has gotten a bit naff lately and is losing track of itself. The return of the super-club. Massive corporate investment. Multiple headliners taking precedent over proper programming. Paying to see more resident DJs than guest DJs. We’re deliberately trying to cut out the crap, concentrating on getting the important bits right.
You chaps seem to have really pushed the fact that Max will be playing an extended set, is this something thats important to you?
Definitely. Flying someone in to knock out 2hrs of peak time bangers is a waste of their time and ours; lets do this properly or not at all. We want artists to go through a full range, really flex their muscles and control the mood of the room for the whole night. So we’ll have one artist come do a minimum of 4hrs, although we’ll occasionally hand over to a record label or collective to curate a complete takeover.
We’ve always been impressed with the way Max Graef mixes it up in his sets, he’s not frightened to drop in a bit of hip-hop, funk or afrobeat in between house tracks, so he’s the perfect guest for our opener and exactly what we’re looking for.
Sounds like you’re sick of identikit club nights booking generic guests to try and pack as many people in as is possible?
For us it’s about intimate and intense shared musical experiences. A basement, a red light and a soundsystem is all we need. We’ll be ensuring capacity is limited to 250-300 wherever possible at our parties; we couldn’t care less about big crowds and the big line-ups you need to attract them.
You’ve stressed that its an £8 advanced ticket and you won’t be doing any of the usual super-mega-advanced-earlybird business. Is that another aspect of parties you’re fed up with?
We’ll always have a transparent ticketing policy for our parties, with one single advance price to all-comers. If people only knew the tricks behind all this ‘early bird’ rubbish they’d know it’s just pure marketing hype and results in some people getting a far worse deal than others. How is it fair that the bloke dancing next to you has paid £6 when it’s cost you £12? It’s bollocks.
On the same subject we’ll only ever be using Party For The People for online ticket sales, as we’d rather money went to charity than into RA or skiddle’s pockets.
Sounds like you have had enough of the role facebook and social media marketing play in terms of parties?
If we could get away without using Facebook at all, we would. It’d be financial suicide though, ha. People just get so wrapped up in numbers of ‘likes’ and attendees, it’s distracting. We’ll not be announcing the fact there’s gonna be an announcement soon, or posting updates every time someone thinks about looking at a ticket. You don’t need to know about us receiving an ‘interesting’ email in our non-existent office. It’s all just meaningless white noise.
We’ve even given serious consideration to politely asking people to keep their phones in their pockets on the dancefloor, like they do at Mr Saturday Night over in Brooklyn. Lets live our lives in the moment, rather than for the sake of broadcasting it on social media. Dancing is far more fun than posing, snapping and making shit quality videos. God we sound like a right pair of grumpy bastards!
For the record they are a massive pair of grumpy bastards but we love em.
Get yourselves down to see one of the freshest talents around play a four hour set in a fantastic initmate venue. Facebook event here – https://www.facebook.com/events/262249353944289/