What is the one question likely to keep you awake at night if you are the owner, manager or promoter of the world’s biggest nightclub?
How the heeeeeeeeeeeeellllllll do I fill this place?
Once upon a time, Privilege Ibiza was the dominant brand on the island, with people travelling from far and wide to attend events such as Manumission, Supermartxe and Tiesto.
Sadly, in more recent times, the iconic venue has taken a backseat to the likes of Space, Amnesia, DC10 and to a certain extent, Ushuaia, when people refer to the “must do” events in Ibiza.
Whilst the new management currently in charge of the 10,000 capacity arena could so easily press the panic button and throw millions of pounds at the likes of the Swedish House Mafia, David Guetta or Hardwell to come along and play a few tunes – knowing they’d drag in a crowd of teenagers – it appears they have opted for a different and more credible route to success, clearly with the longterm in mind.
So far on their summer roster, they have Pure Carl Cox for two nights, Resistance for eight nights featuring a Sasha & Digweed exclusive for six of those, and fourteen weeks of Afterlife.
For a club which has been in a ten-year slumber when it comes to the underground house and techno scene, this is a move shrouded in bravery and boldness, by a group of people looking to establish Privilege back in its rightful place at the top of the tree, and keep it there.
Some may call it stupidity – with more than eight million people expected to pass through the airport this summer, Ibiza is still clearly the party capital of Europe, but it remains ridiculously competitive when it comes to packing out events – so going this big early on could be damaging.
We’ve all been in an empty club at one stage or another, wishing we’d gone elsewhere that night but sticking it out because it cost fifty bloody Euros to get in. It’s frustrating and leads to bad reputations for events. Yet something seems different about what the Privilege-brigade are attempting. There is a buzz about it. People are taking notice.
With San Antonio’s Eden and Ibiza Rocks upping their game; plus the likes of Sankeys, Hi and Pacha all announcing top quality events – Privilege has a major fight on its hands to win over the latest generation of Ibiza ravers who probably don’t even know what Manumission is.
However, they couldn’t have got off to a better start than booking Ibiza’s favourite son, Carl Cox – as he alone will fill the venue.
Bringing Resistance to Ibiza is equally as clever as it is brilliant, as those who know their stuff will know of its solid reputation from Ultra Miami. Plus it is affiliated with a number of top class DJs – so could lead to anybody being booked to play alongside the historic duo of Sasha & Digweed, who have made waves since reuniting.
Wrapping up their innovative bookings (so far) is that of Afterlife. Still in its infancy as an event, Tale of Us have curated a night like no other on the island – keeping it dark and trippy. If this can work in a huge environment, then it could well be a long-term winner.
To those who are responsible for attempting to bring Privilege back to the top of its game, I wish you good luck and I’ll see you on its dance floor.