Source: https://www.rivertaipei.com/elrow
Timestamp: 2019-04-25 18:04:43+00:00

Document:
As you must already know, one of the most unique parties in the world has finally arrived to Taipei! elrow appears for the first time in Barcelona, Spain in 2010 to bring something different and special to the clubbing scene. Today, more than eight years later, you can visit one of elrow parties all around the world, with over 50 cities in different countries, where they have performed.
We had the pleasure to talk with Victor de La Serna, Head of Music at elrow to ask him some questions about the brand.
R. How many themes do you currently have for elrow?
V. We have over 15 different themes. Traditionally we take out a couple of themes each year and we add two new ones.
Not ally we launch them in Ibiza for our opening and closing parties.
R. What characteristics a Dj needs, to play at elrow?
V. It needs to be a party dj, someone who is always reading the crowd and the playing for them. We are a very uplifting fun party, so we need music that matches the vibe.
R. elrow has its own music label, what kind of music does the brand want to be?
V. Same as with the djs we book, we want to release music that is a good reference of what music gets played at our parties. We work with a wide range of artists from up and coming producers to more established ones and that creates a great balance.
R. How long it takes to prepare a elrow party? Create the decoration, train the actors, prepare the venue , do the promotions etc.
V. The process starts when we get interest from a local promoter and everyone from commercial to production start working on it, so it could easily be anything between 6 months to a year. It’s a long process, logistics are very important and we always work with a local team of actors, performers and stagehands, so is a combined work between our team and local people.
R. We can imagine that to prepare a crazy party like elrow takes a big responsibility in terms of safe and safety?
V. Yes of course, the safety of our team as well as all the customers is our number one priority. Is very important to work hand to hand with the local health and safety team and the local authorities to make sure we are producing an outstanding event in a exceptionally safe environment.
R. One thing elrow focus, is to bring a good vibe and a unique party experience, what strategy you guys follow to keep bringing new things to the event and keep it fresh every time?
V. We are all a very creative team and for us the challenge is exactly that, how can we keep innovating, how can we always bring the wow factor to our parties, so we are always creating, innovating and looking for new ways to surprise the crowd. If you become stale in this industry, your days are numbered, so for us is a day to day job to keep innovating and being creative.
R. The big question, How much confetti and inflatables do you usually throw in one elrow party?
R. Some of the most famous elrow parties are open air. How do you usually deal with bad weather conditions? Are all the decoration waterproof ? Do the people keep it up even is raining?
R. What are the next step you want to take with elrow in the upcoming years?
V. We are in the middle of expansion in USA, LATAM and Asia, so is very exciting times! Our elrow town festivals are working really well and we are improving them and growing them year on year... so yes, the future is bright and exciting!
elrow will be hosting their first party in Taipei this Saturday 24th of November inside the Arcadia festival!
All the pictures and words in this article belongs to River and elrow and have copyright.

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