Worlds top 100 nightclubs and social media

WORLD’S TOP 100

EXCLUSIVE RANKING!

THE MOST FOLLOWED EDM VENUE S ON FACEBOOK & TWITTER

NIGHTCLUBS & SOCIAL MEDIA

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET TO BECOME A GLOBAL MASS PHENOMENON The most comprehensive research ever conducted to reveal the secrets of the dance scene’s digital success

www.woomedia.es DIGITAL COMMUNICATION & PUBLIC RELATIONS

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

WELCOME

WE ARE PROUD TO PRESENT THE MOST IN-DEPTH STUDY EVER CARRIED OUT IN THE FIELD OF NIGHTLIFE AND NEW TECHNOLOGIES. THESE ARE THE CONTENTS. INTRODUCTION

2

RANKINGS

4

4/ 5/ 6/ 7/ 8/ 9/ 10/ 11/ 12/

Ibiza Mediterranean & Middle East United Kingdom Continental Europe USA & Canada Latin America Asia & Pacific YouTube SoundCloud

CONCLUSIONS

13

BEST PRACTICES

19

19/ 20/ 21/ 22/ 23/ 24/ 25/ 26/ 27/ 28/ 29/ 30/ 31/ 32/

How to inform and entertain your audience How to create attractive content that rockets on the Internet How to manage your web and digital identity How to create and distribute music How to attract talent to your brand How to sell on the Internet How to stimulate participation and user-generated content How to encourage customers to share their clubbing experience How to offer them incentives to become fans or share content How to listen to your audience How to address a global audience How to promote your brand How to use technology to improve the user experience How to commit to our society

33

C’EST FINI

01

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

INTRODUCTION

HOW SOCIAL MEDIA TURNED AN ALMOST PERIPHERAL MUSIC GENRE INTO A WORLDWIDE PHENOMENON

onducting a study on the use of social media in the field of electronic music is a staggering challenge. Any study aims to contribute with something different or to correct some aspects in the analysed object. Somehow, it aims to propose a formula to amend all mistakes and reveal the secrets that lead to success.

genre. The industry’s establishment – magazines, radio sations, televisions channels– openly ignored or even despised it. What business, or even attractive, could there be in a bunch of guys that plagiarized others’ songs, creating repetitive, boring rhythms?

C

So it was until late 90s. That’s when the event that changed everything occurred. First was the Internet. Do you remember Geocities? With that free web space any fan could become a small authority, uploading remixes and exchanging views on clubs and DJs. Then along came the forums.

EDM lovers who had starved began to see they were not alone. Virtual communities began to grow. In the middle of the 2000s decade, the first social networks arrived (MySpace, Facebook). The blogging boom had already started a few years ago. By then, the phenomenon was unstoppable.

This endeavour is really complicated when the analysed object is an avant-garde phenomenon and a model of success that everyone watches with the purpose of recreating it. This is the case of electronic music. Why? In case you didn’t know, Electronic Dance Music or EDM is the most thriving musical genre of the moment. Not only DJs you probably already know, like David Guetta or Tiesto, make electronic music. Madonna makes electronic music. Lenny Kravitz and Jennifer Lopez make electronic music. Or rather, they team up with famous DJs to have their songs remixed and so to get some attention. The hit charts are nowadays occupied by names like Avicii, Nicky Romero and Calvin Harris. No one had heard of them five years ago. How is that posible? When did EDM take over the pop scene?

Before explaining why, let’s quickly see how the genre has evolved over the past 15 years. In the 80s and 90s, EDM was a negligible

DJMag’s Top 100 Clubs, starting point to this study The British DJMag’s ranking, which is published at the beginning of each year, is considered the bible for clubs worldwide. In this study, we’ll analyse how these 100 electronic music cathedrals manage their digital and social media presence. Actually, they’re 99, because Sankeys Manchester closed its doors in May 2013 to focus its efforts on its sister venue in Ibiza. London’s Cable club was forced to close around that time, but we have decide to include it as a tribute for its unfair closure.

02

The essence of EDM is the live music event. Some promoters had taken the genre seriously, and since mid-90s had begun to invest in organizing small electronic music meetings. That’s how events that are now legendary were born, like the Love Parade (Berlin, 1989), Monegros (Spain, 1994), Electric Daisy Carnival (California, 1997), Creamfields (Liverpool, 1998), and Tomorrowland (Belgium, 2005).

For when the musical establishment tried to guess what was going

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

on, hundreds of thousands of youngsters attended those events every year. The Ibiza nightclubs got packed with thousands of clubbers from all over Europe every summer. They had developed a new language, a new style, new consumption patterns. They spoke of artists like Sven Väth, Paul Van Dyk and Carl Cox. They had their digital meeting points and new opinion leaders on Facebook, Twitter or the blogosphere. The music industry, despite its overwhelming economic power and know-how, had missed the boat. Next thing they knew was that nobody was watching MTV any more, nobody was reading printed music magazines, or even purchasing records like before.

Today, the electronic music market worldwide has a turnover of 4,500 million dollars and it’s growing at rates above 12% per year. The ultimate explosion came when the U.S. started consuming EDM just a few years ago.

Until recently, it was a distinctly European gender. But now, Americans have joined the party with their passionate fashion of enjoying music and doing business and... It’s war! In Las Vegas, they’re investing hundreds of millions to build the most breathtaking clubs in the world.

EXCLUSIVE TOP 100 VENUE RANKING

BY IMPACT ON SOCIAL MEDIA What clubs have more Facebook fans and Twitter followers? In this study we have measured the clubs’s social audience for the first time and we are proud to present you the results.

Don’t miss out on the complete rankings!

Pages 4 to 12

GUIDE TO BEST PRACTICES: 57 TIPS TO BOOST YOUR DIGITAL STRATEGY We have collected all that world’s best clubs best do and now we reveal their most efficent actions step by step

Pages 19 to 32

What is our point? Electronic showcases a clear example of how 03

the Internet and social media have begun to challenge the traditional powers. No more topdown markets. Users have taken control and have the ability to impose what they want. The hierarchies from the analogue world don’t work in the digital world.

In the EDM scene, clubs play a secondary role behind DJs, who are real mass idols, the new rock stars of today. But clubs have contributed to this silent revolution. At this moment, they’re money-making machines and their strategies are observed and copied worldwide. The clubs play a crucial role in the industry: they charge for admission tickets, they operate the sound equipment and pay the DJ. Without them, there would be no industry at all.

For all these reasons, this study doesn’t intend to propose magic solutions. There’s no need. We aim to identify trends and compare practical experiences tested by venues located on opposite sides of the planet. This study aims to be a useful guide for EDM’s digital strategists but also for those outside of it. It aims to be a still photograph of the clubs’ current social audience. In the world of today, this indicator is as crucial to assess the health of a business as the number of visitors or the annual turnover.

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

IBIZA IN THE VIBRANT MECCA OF ELECTRONIC MUSIC, WHAT CLUBS SET THE TONE ON SOCIAL MEDIA?

100,000

200,000

300,000

Pacha

400,000

Twitter followers

868,000

120,000

988,000

71,000

831,000

68,500

825,500

Ibiza, 3

Space Ibiza

760,000

Ibiza, 2

Amnesia

757,000

Ibiza, 10

Ushuaïa Beach Hotel

294,000

Ibiza, 28

DC10

244,000

Ibiza, 14

Privilege

161,000

Ibiza, 17

Sankeys Ibiza Ibiza, 80

500,000

Facebook fans

36,000

26,000

74,500

368,500

270,000

3,141,000 410,000

197,000

AREA TOTAL: 57,000

14K

3,551,000

71,000

LEGEND:

Venue name

COUNTRY

Location, # DJMag

(*) Methodological notes: 1. Data collection took place between July 20 and September 10, 2013.

2. Only Facebook fans and Twitter followers of the venues’ official social profiles were compiled. Social profiles related to complementary services, such as magazines or restaurants, were not included. Usual live events with own social media profiles and fan clubs were not included either. Naturally, if they had been taken into account, the overall audience figures would be consequently higher. However, this possibility was ruled out to avoid heterogeneity and thus statistical bias.

04

Total

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

MEDITERRANEAN & MIDDLE EAST 100,000

200,000

300,000

Facebook fans

Cocorico

287,000

Rimini, 27

Pacha Sharm

238,000

Sharm el-Sheikh, 21

Papaya

160,000

Peg, 25

Limassol, 15

Fabrik

81,000

Madrid, 9

Paradise Club

106,000

Mykonos, 33

81,000

Space Sharm

Row 14 Tenax

139,000

240,000

AREA TOTAL:

1,784,500

126,000 121,000

107,000

LEGEND:

Venue

43,000

Athens, 30

35,000

29,000

27,000

23,000

COUNTRY

82,500

59,000

59,000

Firenze, 43

Duel:Beat

297,000

121,500

63,000

55,000 8K

Barcelona, 24

Napoli, 29

Total 10K

179,000

69,000

62,000 7K

Sharm el-Sheikh, 41

Skybar

500,000

Venue name

Il Muretto

Venezia, 75

Beirut, 93

129,000 10K

119,000

Mykonos, 13

Castle Club

141,000

45,000

Cavo Paradiso

Ayia Napa, 44

12K

129,000

Guaba Beach Bar

Lecce, 54

19,000

400,000

1,663,000

BCM

Mallorca, 6

Guendalina

HOME TO HISTORIC VENUES AND MAMMOTH NEW VENTURES. WHICH ONES RECEIVE MORE ATTENTION ON THE INTERNET?

44,000

36,000 31,500 27,500

23,000

05

Location, # DJMag

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

UNITED KINGDOM THE MOST REPRESENTED COUNTRY IN THE RANKING. HOW MANY FOLLOW BRIT CLUBS ON FACEBOOK & TWITTER?

100,000

200,000

Ministry Of Sound

London, 7

Fabric

185,000

London, 4

The Warehouse Project

112,000

Manchester, 19

Cable

47,000

London, 61

The Arches

40,00

Newcastle, 56

Motion

Bristol, 31

Stealth

Nottingham, 66

Corsica Studios

London, 92

The Rainbow

Birmingham, 99

Plan B

London, 96

Mint Club

Leeds, 98

The Warehouse Leeds, 71

Digital Brighton Brighton, 94

The Garage Leeds, 74

500,000

Twitter followers

265,000

322,000

80,000

265,000

183,000

61,000

821,000 545,000

Digital Newcastle Sub Club

400,000

55,000

41,000 14K

Glasgow, 90

Glasgow, 42

14K

71,000

300,000

Facebook fans

45,000

AREA TOTAL: 24,000 8K

1,366,000

32,000

24,000

21,000

15K

21,000

15K

20,500

LEGEND:

Venue name

COUNTRY

18,000

14K

10K 7K

17,000

12K

12,500

11K

12,500 7,500 5,000

06

Location, # DJMag

Total

587,000

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

CONTINENTAL EUROPE AMSTERDAM AND BERLIN ARE MUST-GO DESTINATIONS ON THE WORLD MAP OF DANCE. WHAT CLUBS STAND OUT HERE? 100,000

200,000

Facebook fans

Berghain/Panorama Bar

168,000

Berlin, 18

Cacao Beach

Tresor

100,000 10K

Berlin, 85

400,000

184,000 182,000

110,000

1,048,000

Watergate Melkweg

46,000

Amsterdam, 97

Yalta

Trouw

Bootshaus

64,500

LEGEND:

44,500

44,000

Cologne, 48

1,135,400

55,000

44,000 11K

Amsterdam, 35

AREA TOTAL:

67,000

21,000

64,000

Sofia, 20

87,400

78,500

76,000

Berlin, 63

Venue name

COUNTRY

Robert Johnson

Offenbach, 65

42,000

42,000

40,00

41,000

Fuse

Brussels, 72

Studio 80 Air

Club Midi

25,000 8K

33,000

29,000

31,000

La Rocca

Lier, 73

Roxy

Café D’Anvers Antwerp, 91

Matrixx

Nijmegen, 84

Tabarin

Brno, 100

Arma 17

Moscow, 88

33,000

32,000

Cluj-Napoca, 51

Prague, 52

34,000

29,000

Amsterdam, 53

Rex Club

36,500

36,000

Amsterdam, 37

Paris, 78

500,000

Total 16K

181,000

Sunny Beach, 87

300,000

27,000

27,400

25,000

26,000

13K 6K

19,000

14K

14,000

13K

13,000

07

Location, # DJMag

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

USA & CANADA AMERICA HAS FINALLY EMBRACED DANCE MUSIC. ITS CLUBS ARE ON FIRE 100,000

200,000

Pacha NYC

300,000

Facebook fans

Twitter followers

271,000

86,000

New York, 26

Marquee Dayclub & Nightclub

135,000

Las Vegas, 11

Tao Beach Club/Nightclub

129,000

Las Vegas, 58

XS

Club Space

108,000

Miami, 46

Mansion

91,000

Miami, 47

LIV

69,000

Avalon Cielo

78,000

New York, 79

Surrender/Encore Beach

55,000

Las Vegas, 34

The Exchange

48,000

Los Angeles, 60

Beta Nightclub

44,000

Denver, 81

Guvernment

40,00

Toronto, 22

The Mid

26,000 9K

16K

14K

15K

Beta

23,000

27,500

Miami, 59

Circus Afterhours

Montreal, 69

Spybar

Chicago, 82

Echostage

Washington, 38

Footwork

Toronto, 36

Asylum Afterhours

Honolulu, 77

129,000

211,000

634,000

20,000

24,000

21,000

23,500

105,000

90,000

LEGEND:

Venue name

89,000

COUNTRY

69,500

58,000 55,000

21,000

12K 9K

15K

12K

2,098,500

126,000

30,000

14K

28,500

Electric Pickle

38,000

220,000

1,461,500

35,000

24,000

Waterloo, 62

21,000

34,000

21,500

Stereo

Montreal, 86

129,000

Total

357,000

198,000

38,000

30,000 8K

Chicago, 40

Seattle, 55

21,000

57,000

84,000

Los Angeles, 49

Foundation Seattle

83,000

500,000

AREA TOTAL:

Miami, 70

Set

82,000

115,000

Las Vegas, 45

Miami, 83

85,000

400,000

18,500 8,500

3,000

08

Location, # DJMag

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

LATIN AMERICA ALL EYES IN ELECTRONIC MUSIC ARE SET ON BRAZIL. HOW MANY PEOPLE ENGAGE WITH THE LOCAL VENUES?

100,000

200,000

Facebook fans

Green Valley

190,000

Camboriu, 1

Miroir

179,000

Rio de Janeiro, 50

Warung Beach Club

108,000

Camboriu, 16

93,000

Sao Paulo, 32

Sirena

81,000 6K

Maresias, 8

Anzu Club

61,000

Club Vertigo

61,000

Sao Paulo, 23 San Jose, 67

Space B, Camboriu

47,000

Balneario Camboriu, 95 Lima, 76

400,000

500,000

Total 28,000

218,000

180,000

831,000

122,000

76,000

D-Edge

La Huaka

14K

300,000

11K

12K

14K

107,000

AREA TOTAL:

907,000

87,000

73,000

61,500

LEGEND:

Venue name

47,500

COUNTRY

11,000

09

Location, # DJMag

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

ASIA & PACIFIC THE EXOTIC ORIENT IS A FAST-RISING MARKET. IN THE OTHER SIDE OF THE WORLD, THEY ALSO LIKE TO FEEL THE BEAT

100,000

Republiq

97,000

Manila, 89

Zouk

83,000

Singapore, 5

Ageha

Tokyo, 68

Womb

Tokyo, 64

Ellui

Seoul, 39

Octagon

Seoul, 12

200,000

Facebook fans

25,000

18,000

26,500

300,000

400,000

500,000

Total 26,500

123,500

109,000

245,000 86,500

43,000

AREA TOTAL:

331,500

29,000

16K

13K

12K

13,500

LEGEND: 12K

Venue name

13,500

COUNTRY

Location, # DJMag

GLOBAL OVERALL

AND IT ALL ADDS UP TO...

8,965,000 1,958,400 TOTAL SOCIAL AUDIENCE:

10,923,400

10

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

YOUTUBE WHO’S IN THE LEAD BY NUMBER OF VIDEOS VIEWED?

1,000,000

2,000,000

3,000,000

4,000,000

YouTube views

Amnesia

3,900,000

Ibiza, 10

Watergate

3,200,000

Berlin, 63

Row 14

3,100,000

Barcelona, 24

XS

2,500,000

Las Vegas, 45

LIV

1,900,000

Miami, 70

Pacha

1,700,000

Ibiza, 3

Surrender/Encore Beach

1,600,000

Las Vegas, 34

Matrixx

Guaba Beach Bar

1,600,000

Limassol, 15

Pacha NYC

Space Ibiza

1,400,000

Ibiza, 2

1,100,000

Las Vegas, 11

Papaya

Mansion

Ushuaïa Beach Hotel

775,000

Ibiza, 28

Stealth

725,000

Nottingham, 66

Fabrik

675,000

Madrid, 9

Ministry Of Sound

650,000

London, 7

Space Sharm

Ageha

Tokyo, 68

Tao Beach Club/Nightclub Las Vegas, 58

Fabric

London, 4

Green Valley

Camboriu, 1

Location, # DJMag

850,000

Miami, 47

Sharm el-Sheikh, 41

COUNTRY

875,000

Peg, 25

Sirena

LEGEND:

Venue name

Marquee Dayclub & Nightclub

Maresias, 8

Including the views on 46 channels not displayed in this graphic

1,500,000

New York, 26

Ibiza, 17

38,284,000

1,600,000

Nijmegen, 84

Privilege

TOTAL VIEWS:

550,000

525,000

475,000

450,000 425,000

(*) Methodological note:

400,000

An additional 46 clubs not displayed in the graphic have YouTube channels.

400,000

11

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

SOUNDCLOUD ON THE NETWORK OF SOUND, WHAT VENUE STAYS AHEAD BY FOLLOWERS?

25,000

50,000

75,000

SoundCloud followers

Ministry Of Sound

76,000

London, 7

Fabric

48,000

London, 4

Berghain/Panorama Bar

13,200

Berlin, 18

Amnesia

10,500

Ibiza, 10

Studio 80

9,300

Amsterdam, 37

Space Ibiza

8,500

Ibiza, 2

TOTAL FOLLOWERS:

Trouw

8,500

Amsterdam, 35

The Warehouse Project

Including the followers of 28 clubs not displayed in this graphic

Arma 17

7,700

Moscow, 88

Pacha

7,200

Ibiza, 3

LEGEND:

Robert Johnson

COUNTRY

Cable

Watergate

5,200

Berlin, 63

Ushuaïa Beach Hotel

3,000

Ibiza, 28

Fuse

3,000

Brussels, 72

Pacha NYC

New York, 26

Sub Club

Glasgow, 42

D-Edge

Sao Paulo, 32

Fabrik

Madrid, 9

Papaya

Peg, 25

Matrixx

Nijmegen, 84

Location, # DJMag

5,500

London, 61

Ibiza, 80

Venue name

5,700

Offenbach, 65

Sankeys Ibiza

240,000

8,500

Manchester, 19

2,500 2,500

2,200 2,200

(*) Methodological notes: 1,500

1. The grid of this graphic has been expanded to facilitate data exposure. It is not proportionate to that depicting Facebook fans and Twitter followers earlier in this study.

2. An additional 28 clubs not displayed in the graphic have SoundCloud accounts.

1,200 1,000

12

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

CONCLUSIONS Deadmau5 — 7.7 M

Skrillex — 13 M

Tiësto — 15 M

David Guetta — 45 M

AND AFTER THE NUMBERS, WHAT NOW?

New Facebook fans

461,000 Tomorrowland

Ushuaïa Amnesia Space Cocorico Miroir Privilege 534,000 Electric Zoo

616,000 Electric Daisy Carnival

Ultra Music

By number of FB fans

1,1 M

Amnesia 757,000

TOP CLUBS

Ushuaïa - 294,000

Space 868,000

868.000

Pacha

From 1st to 31st August, 2013

TOP FESTIVALS

By number of FB fans

54,000 38,000 16,000 11,000 8,500 7,000

ELECTRONIC MUSIC IS IN A MOMENT OF SPECTACULAR RISE B

TOP DJs

By number of FB fans

THE IMPACT OF CLUBS ON SOCIAL MEDIA IS IMPORTANT YET LIMITED A

The temples of electronic music can brag about having a massive fanbase, but their numbers are pretty modest compared to those of the stars of the musical genre, the DJs. Even some outdoor festivals, which are held only once a year, boast larger audiences than those of the clubs’. Venues will never be able to match the artists’ popularity. They are the industry’s human face and creative geniuses. However, it’s obvious that nightclubs could still grow if they pick a right strategy that fullfils their potential.

A SOLID DIGITAL STRATEGY IS NECESSARY TO GAIN FANS AND INFLUENCE

For decades, EDM has been a genre for minorities and was limited to the night’s world. Now it has become a cultural phenomenon with global reach. That momentum is reflected in the evolution of clubs’ social audience.

Some venues in Ibiza, the Mediterranean and Brazil are registering astounding growth rates in their volume of digital fans. In August, the high season’s top month, some clubs have grown over 20% on Facebook.

CLUBS NEED TO COOPERATE ONLINE WITH DJs IN ORDER TO GROW

C

D

Many clubs experience their highest levels of digital activity just when world-renowned DJs visit them for a gig. What does this tell us? For the audience, the artist is the essence of the electronic music experience, way above the location. Clubs must cooperate with DJs to benefit from the higher attention these get.

How? By creating joint content (aftermovies, interviews on Twitter...) and encouraging mutual visibility on social networks (retweets, shares...).

As EDM continues to conquer new markets and seduce new audiences, the clubs’ virtual fanbase will grow. However, a specific digital strategy is necessary. It takes creativity and determination to maximize this growth in a context of fierce competition. The online world has its own rules, rhythms and procedures. Implementing your analogue strategy on the digital sphere is useless and might even be counter-producing.

13

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

CONCLUSIONS

WHAT TRENDS CAN BE DEDUCED FROM THE ANALYSIS OF DATA?

32%

The leading 7 Ibiza clubs own 32% of the Top 100’s Facebook fans and Twitter followers

ACT LOCAL, BUT ADDRESS A GLOBAL AUDIENCE E

Having nearly a million fans and followers is a prime business position but it’s also a huge creative challenge. The Top 7 Ibiza clubs bring together some 32% of audience share on Facebook and Twitter. This is a massive global audience that demands highquality and culturally adapted contents. They want to feel cared for and valued. Addressing this global demand as they channel it into venues that operate locally is the brain teasing task that clubs must carry out.

FROM IBIZA TO LAS VEGAS… STRIVING TO BE THE WORLD CAPITAL OF THE GENRE F

A quick glance at the map makes clear that the global epicenter of electronic music is in Ibiza and the rest of the Mediterranean. Across the Atlantic, Brazil, Miami and Las Vegas contest to be acknowledged as the main hub of the genre in the Americas. The clubs located in the gambling city –Marquee, Surrender/Encore Beach, XS, Tao Beach Club– are deploying very aggresive expansion strategies on social media and its amount of fans and followers is growing steadily.

SPEAKING TO A GLOBAL AUDIENCE G MEANS… SPEAKING IN ENGLISH A large majority of the clubs from DJMag’s Top 100 seem to understand that their audience is local, but also global. Three out of four venues not located in Englishspeaking countries have their websites translated into English. The typical clubber is a keen traveller. He likes to go out at night when visiting Amsterdam or Berlin.

Before picking a place, he needs to check the info in a familiar language.

14

76%

76% of Top 100 clubs not located in English-speaking countries have their websites translated into English

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

CONCLUSIONS

WHAT’S ’IN’ ON SOCIAL MEDIA AND WHAT ISN’T?

24%

27%

100%

MOBILE TRAFFIC JUST CANNOT BE MISSED OUT

APPS SPOTLIGHT YOUR VENUE, BUT OFFER ADDED VALUE

FACEBOOK IS THE UNDISPUTED KING OF SOCIAL MEDIA

This fact is as negative as it is surprising. The world’s top clubs are distinguished by using the latest digital technologies.

However, three out of four don’t have their websites adapted either through responsive design or other adaptation procedure to fit the smartphones and tablets screens. Nearly 20% of Internet traffic is already mobile. It’s easy to see that among clubbers, tech-savvy fellas, this percentage is even higher.

Nearly a third of the Top 100 clubs feature a mobile app, usually for Apple and Android devices. The percentage will increase in the coming years.

Having an app is a prestige factor. It presents you as a leading brand in technology. However, apps cannot be mere replicas of your website. They must offer a real usefulness: exclusive content, location-based services, advanced social skills, shopping advantages...

100% of the clubs manage a Facebook page. Even more, their digital strategies are usually designed specifically for it.

There’s not much left to say.

Chapeau, Monsieur Zuckerberg!

There is a nice story about Leeds’ The Garage club, in the UK. It’s a brand-new venue that has founded its early reputation on cool music and word of mouth. But they don't have a website. However, the venue does have a Facebook page!

H

I

K

94%

94% of world’s Top 100 clubs have a Twitter account

All of the clubs in the world’s Top 100 have a Facebook page

27% of Top 100 clubs feature a mobile app

Only 24% of the top clubs in the world have their website adapted to mobile devices

J

TWITTER, THE DIFFERENCE BETWEEN BEING AND DOING

94% of analysed clubs have an official Twitter account. However, its numbers can’t compare to those of Facebook. The gap is 4-1 in favor of the latter. Moreover, a deeper analysis reveals that only 75% take Twitter seriously. Except at the largest venues, the degree of penetration of this social network in Europe’s clubs is still pretty modest.

15

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

CONCLUSIONS

FIGURES SPEAK. WHAT DO THEY TELL US?

SOUNDCLOUD, A PLATFORM YOU’LL BE HEARING ABOUT IN THE FUTURE L

51% Just over half of the analysed clubs have a SoundCloud profile

This social platform based on sharing audio clips is an essential meeting point of the EDM community. Half of the clubs are present in it, although in many cases only experimentally. Being a young European platform (created in Sweden in 2007 and settled in Berlin), its audience comes mostly from Europe. It is a technological marvel. If you haven’t heard about it or Mixcloud, a similar service, don’t worry.

You will in the future.

VIDEO IS THE MOST WATCHED, SHARED AND REMEMBERED CONTENT M

73%

73% of major dance clubs have a YouTube channel. An additional 5% is on Vimeo

Nearly 75% of venues have a channel on YouTube. Another 5% have chosen to upload their videos on Vimeo instead. Club owners know that video is currently the unrivalled star of digital content. No other item performs likewise in terms of visits, likes, retweets… And footage stays forever in the brain. Besides, the ongoing development of bandwidth in Western countries is leading to massive consumption of multimedia stuff on mobile devices. The sky is the limit.

ALMOST ONLY AMERICAN CLUBS MAKE THE MOST OUT OF TWITTER

IT’S NOT ABOUT HAVING MANY FANS BUT ABOUT HAVING GOOD FANS

The size of communities gathered around American nightclubs on Twitter are truly remarkable. Among the Top 20 establishments owning the most followers on this social network, 7 are American. Let’s not forget that Twitter is still a relatively recent arrival in Europe, while in the United States it’s been savagely popular for years now, especially among youngsters.

Although this study analyses the attention that clubs receive, measured by its number of fans, let’s not forget that numbers may be misleading. It’s better to have a small but active user community, than a massive and disinterested one. Your most loyal followers are the ones who will recommend your venue. That’s one of the advantages offered by specialized social networks such as SoundCloud, Mixcloud or even YouTube. Around them gather your most demanding, but also the most expert and influencing audience.

They will make you big.

N

O

16

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

CONCLUSIONS

WHAT ELSE CAN WE LEARN?

AFTERMOVIES: TURNING AN EVANESCENT EVENT INTO A LONG-LASTING ONE Q

1. Amnesia 3.9 millions 2. Watergate 3.2 millions

The most successful type of video in the world of electronic music is the aftermovie. It’s a visual compilation of a live event’s highlights with some spectacular editing and an awesome soundtrack. There isn’t a more powerful picture than people dancing and letting go of everything. It captures the essence of electronic music, the live event’s emotion, and turns it into a repeatable, durable, transportable product.

12,000 5,800

3. Row 14 3.1 millions

4. XS 2.5 millions

5,700

3,400

THEY’RE NOT JUST CLUBS, THEY’RE TREND SETTERS R

5. LIV 1.9 millions

The most successful clubs in the world are those who understand they are not mere nightlife spots. They’re leading players, along with DJs, festivals, record labels and users, in a booming music scene. The audience expects from them much more than discounts and free shots. They expect them to be opinion leaders, to recommend what music to listen, what movies to watch, what clothes to wear, what cities to visit. How? With a useful website, an interesting blog, magazine, active social networks...

6. Pacha 1.7 millions 3,000 6,700

Videos viewed Number of suscribers

MANY VIEWS, VERY FEW SUSCRIBERS. HOW IS THAT POSSIBLE? P

THE CLUBBER, A DEMANDING TARGET AUDIENCE WITH MONEY TO SPEND AND TREND-SAVVY S

YouTube registers some strikingly poor suscribing numbers. How is that possible if video is the most demanded item on the web? The reason might be that most Internet users use it simply as a video repository. They access them through links on Facebook, Twitter or the web, but do not subscribe to channels. Is this is a good or a bad thing? It depends. Could be an advantage. Users who do subscribe are normally very loyal. So the venue knows they don’t have many suscribers, but also knows where to find them when they’re necessary.

The world of electronic music is located at the forefront of lots of comsumption trends. Its typical purchaser, the clubber, is an expert in technology and an advanced user of the Internet and social media. He has a pretty good purchasing power, is a usual traveller and spends big sums in leisure. He’s an active and demanding consumer. He recognizes and rewards talent and creativity. You can’t make him happy with just anything, in both the online or offline world.

17

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

CONCLUSIONS

...AND THIS SECTION IS OVER. KEEP READING!

REPRODUCE THE OFFLINE EXPERIENCE AND MAKE THE ONLINE EXPERIENCE RELEVANT T

The best digital strategy is one that gets to transfer the essence of the offline experience to the online world, and at the same time one that makes the online experience relevant in the offline world. The heart of electronic music is the live event. You must capture the emotion and deliver it through videos, images, possibilities of meeting people... In the opposite direction, you should make sure that your most loyal digital fans feel cared for when they visit your venue. Treat him/her!

ONE DAY OF PHYSICAL PRESENCE PER YEAR… AND 364 OF DIGITAL RELATION U

Such is the user experience of millions of club fans, especially in holiday destinations like Ibiza, Miami and Las Vegas. They visit the venue just once or twice in summer, but the rest of the year they expect to obtain information, entertainment and inspiration. To keep up the virtual relation, they should be receiving much more than ticket sales and party posters. Keeping them interested throughout the year demands all your creativity and interaction.

ONLINE CLUBBING COMMUNITIES , A GOLDEN SOURCE OF INFORMATION V

For clubs and other music, fashion and entertainment brands, digital communities formed around clubs are a powerful market analysis tool.

They constitute an active audience eager to express what they like and what they don’t, what they’re willing to buy and what they’re not. Social media are not about spreading advertising messages out loud.

Above all, they’re some high valuable channels to practice active listening.

MATURER GENRES OF MUSIC AND ARTS HAVE MUCH TO LEARN FROM EDM W

?

The digital revolution we’re living has forced more mature sectors of the musical and cultural industry –theater, publishing, museums, opera– to seriously consider how to be and to behave on social media to reach new audiences. The problem is they don’t always hit the target. For many years, the dance scene has acquired a deep experience in addressing a young and tech-savvy audience. Observing what clubs and other players of the EDM industry do in this field could be very valuable to them.

18

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

BEST PRACTICES

TO BEGIN: HOW TO INFORM AND ENTERTAIN YOUR AUDIENCE

CREATE AN ONLINE LEISURE AND TRENDS MAGAZINE ON YOUR BLOG

PUBLISH A PRINTED MAGAZINE BUT MAKE IT AVAILABLE ONLINE

Many times, corporate publications err on the side of autism. They tend to talk just about themselves. It’s easy to cross the line and end up making pure and simple advertising. Instead of that, Amsterdam’s Trouw features an attractive blog with interesting articles on entertainment, leisure, gastronomy... In addition to drive traffic, an appealing publication reinforces the brand’s image and the club’s leadership.

Since 2003, the Pacha Magazine is a legend in Ibiza.

Everyone with something to offer on the island wants to be mentioned in it. The club distributes thousands of paper copies, but you can also read it on the Issuu platform and on the official app. Another option would be Scribd or direct download in PDF format. Never mind, the key is to make it available! Other clubs also deliver magazines online, like Warung and Guaba Beach Bar.

01

SEEN AT...

Trouw

02

SEEN AT...

Pacha Ibiza Guaba Beach Bar

KEEP YOUR EVENTS SECTION ON FACEBOOK UPDATED AT ALL TIMES This is one of the most sophisticated and less commented features on Facebook.

Reflecting your upcoming party schedule on it will help users know what’s on. It also gives the club the option to send personal invitations along with link to online ticket purchase as a call to action. The venue can choose which users will receive the invitation, segmenting them by age, gender, location...

04

SEEN AT...

Bootshaus The Warehouse

Footwork

Warung

ALLOW TO CUSTOMIZE YOUR STUFF, SPECIALLY WHEN IT’S MAIL-BASED Ministry of Sound is a legendary London venue, but it’s also a record label. We know that, when it comes to receiving newsletters, we are very rigid. If we feel invaded, we immediately label them as spam. So this English club offers the option to customize the newsletter with club news or label news or both. This way we get just what we want.

05

SEEN AT...

Ministry of Sound 19

UPDATE YOUR BLOG OR NEWS SECTION FREQUENTLY Your fans expect you to tell them stuff. An outdated blog or news section conveys a poor image. Instead, Fabric London, posts two or three new articles on their blog every day. No doubt, Google will reward them with a better search position. Only one aspect to improve: allow comments on the blog, so that communication with fans can be bidirectional.

03

SEEN AT...

Fabric London

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

BEST PRACTICES LET’S CONTINUE: HOW TO CREATE ATTRACTIVE CONTENT THAT ROCKETS ON THE INTERNET

CREATE A PROFESSIONAL VIDEO CHANNEL ON YOUR WEBSITE AND YOUTUBE

GET YOUR STAR DJs TO GET IN TOUCH WITH YOUR AUDIENCE

DON’T TAKE YOURSELF TOO SERIOUSLY; USE HUMOUR TO PROMOTE YOUR CLUB

No format attracts as much attention as video. It is the quintessential viral format. But you shouldn’t just produce lousyquality videos. Clubbers expect their favourite brands to deliver a professional product, with exclusive content, spectacular editing and music that brings them back to the dance floor. Quality is paid with money. Interviewing a resident DJs, a safe bet to obtain traffic.

Sometimes, simple ideas are the most effective. As a promotion of their upcoming events, some clubs record short videos of the featured DJ speaking directly to the camera and encouraging viewers to go to the club that day. Fans worship DJs. They’ll love to be looked in the eyes.

No one comes to electronic music with a desire to split the atom. This is not quantum physics, it’s all about fun and party.

Some clubs, including Echostage in Washington or LIV in Miami, use humor very smartly to promote their parties. Create funny vignettes, graphic jokes, memes or sexy videos and spread them all over Facebook and Twitter. Can you figure out how many retweets you’ll get?

06

07

SEEN AT...

Digital Newcastle Zouk Singapore

SEEN AT...

Amnesia Ushuaïa

A club’s fan wants more than the official speech. They know your slogans better than you do. The Internet is a startling channel to provide the user a glimpse on what’s going on behind the scenes. In their PR Diaries web section, Sankeys Ibiza features a gallery with pictures of the promotional go-go parades that take place every day on Ibiza beaches. A kind of the making of... Amusing!

09

SEEN AT...

Sankeys Ibiza

SEEN AT...

Marquee

SHOW YOUR BUSINESS’ BACKSTAGE TO YOUR AUDIENCE

08

Echostage LIV

TELL IT ALL, EVEN THE DAY YOUR CLUB IS FORCED TO CLOSE FOREVER The London club Cable, ranked 61 in DJMag’s Top 100, was forced to close in May 2013 when the landlord, Network Rail, claimed the place all of a sudden. It was a sad, unfair end to a prestigious brand. The club recorded everything (the eviction, the police breaking into the venue...) and showed it on a thriving YouTube video. The clip has summed up over 65,000 views so far and keeps the spirit of the club alive. Don’t miss it!

10

CREATE EXPECTATION BEFORE THE RELEASE OF AN AFTERMOVIE An aftermovie is a video compilation of a party’s highlights. Fans love it. To those who were there live, it allows them to relive the excitement. Those who didn’t, get a glimpse of how great it was. Clubs often announce the release date to create buzz on social media: Only two days left for the most anticipated video ever...

11

SEEN AT...

Amnesia Row 14

SEEN AT...

Cable 20

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

BEST PRACTICES

HOW TO MANAGE YOUR WEB AND DIGITAL IDENTITY

BE MULTI-PLATFORM, BUT DEPLOY SPECIFIC STRATEGIES ON EACH SITE

YOUR SOCIAL MEDIA ICONS, ALWAYS VISIBLE ON YOUR WEBSITE

PLACE YOUR MULTIMEDIA RESOURCES ON SPECIALIZED NETWORKS

Millions of users are on Facebook and Twitter, but many others prefer less traveled paths, like Pinterest, Google+, Fousquare, SoundCloud, Mixcloud, Flickr or Instagram.

Some clubs are present on all platforms. They obviously occupy every imaginable niche and convey a hyper-social image, but it is unlikely they own the resources to deploy tailor-made strategies.

The official website must clearly reflect the social networks in which the club is active and also should encourage users to access them. In order to permanently display these links while the user browses the site from page to page and scrolls, it’s very useful to have a floating bar featuring your social icons.

The Italian club Cocorico, or the Dutch Studio 80, have decided to place their picture galleries out of their websites. The Photos link in the navigation menu directs to Facebook or Flickr.

Although a link to an external website should always be signaled, it’s a great tactic to transfer traffic from a 1.0 to a 2.0 environment that you are attempting to boost.

12

13

SEEN AT...

Pacha NYC Surrender/Encore Beach

SEEN AT...

XS Trouw

Amnesia Ushuaïa

BE AT THE CENTER OF THE BLOGOSPHERE: BLOGSPOT OR WORDPRESS British club Stealth has taken a striking decision. Instead of blogging on their official website, they are located on Blogspot. They don’t even have a customized URL. What do you get with that?

Indeed, the blog is situated on the blogosphere's main street.

Hierarchies are deleted and everything seems much more natural, more relaxed, innit?

15

SEEN AT...

Stealth

DESIGN YOUR FACEBOOK COVER PHOTO WITH THE EVENTS OF THE WEEK A club lives off its events.

So why not put them in the foreground? The cover image update is not only informative. It is also visually more dynamic.

16

SEEN AT...

Space Ibiza Privilege Sub Club Corsica Studios

Bootshaus The Mid Studio 80 Fuse 21

14

SEEN AT...

Cocorico Studio 80

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

BEST PRACTICES

HOW TO CREATE AND DISTRIBUTE MUSIC

COLLABORATE WITH A LOCAL RADIO STATION TO BROADCAST YOUR EVENT In Ibiza, there are two radio stations offering 24 hours of electronic rythms: Ibiza Global Radio and Ibiza Sonica. They’re part of the island’s dance scene.

Clubs and radios collaborate closely to offer live broadcasts.

Through the radio waves and the Internet, can you imagine the potential audience you can reach?

17

SEEN AT...

Pacha Space Ushuaïa

Amnesia Privilege Sankeys Ibiza

MAKE SOUNDCLOUD YOUR MEETING POINT WITH YOUR FANS SoundCloud offers plenty of formats to display the audio clips to share with your audience.

You can embed a player gadget on your web (Sankeys Ibiza, Guaba Beach Bar), place it on a pop-up (Surrender/Encore Beach) or even show the available mixes on a Facebook tab (Papaya, Sirena).

Row14 uploads complete dance sessions every Thursday afternoon.

20

SEEN AT...

Space Ibiza Sankeys Ibiza Guaba Beach Bar Surrender/Encore Beach

Row14 Papaya Sirena

LAUNCH YOUR OWN ONLINE RADIO CHANNEL Obtaining a radio broadcast licence is expensive and often involves a bureaucratic nightmare.

On the contrary, the Internet is a relatively cheap media at the reach of your hand to air your musical offer. Not only will you coolify your brand reputation, but it will also reinforce your role as a music curator. You can install your radio on an independent URL (www.caboparadiso.com, radio.studio-80.nl) or place it in a pop-up window on your website.

18

SEEN AT...

Cavo Paradiso Studio 80

The Castle Club

OFFER VIDEO OR AUDIO LIVE STREAMING OF YOUR EVENTS Streaming your event with a fixed camera on the DJ booth allows those who haven’t been at the club to enjoy it. It also transforms the experience into a product without boundaries. To output audio streaming, Sankeys Ibiza uses Digitally Imported channel. For video, Cielo and Guaba Beach Bar use Ustream.

BCM delivers video streaming on their Facebook page by using Livestream app.

19

SEEN AT...

BCM Sankeys Ibiza

Cielo Guaba Beach Bar

GIVE AWAY MUSIC THROUGH A PODCAST FEED ON YOUR WEBSITE

PROMOTE A FUTURE EVENT WITH A PODCAST BY THE FEATURED DJ

Many clubs (Cielo, Rex Club) have podcasts sections at their website. In them, you can find recordings of recent parties, proposals handed by the resident DJ, eccentric proposals catched over there... Just anything! Pacha NYC also facilitates subscription through the most popular services: iTunes, Podnova, Newsgator, Netvibes, Odeo, MyYahoo, PageFlakes and iGoogle.

Much cooler than just sticking the typical party poster on your Facebook wall, you give away really valuable stuff. Why not hand your fans a podcast with a preview of what your guest DJ usually plays? Fans will be delighted to receive some quality material. If they like the remix, they’ll want to go see it live. If not, they’ll save the admission fee and will appreciate the information.

21

SEEN AT...

22

SEEN AT...

Pacha NYC Cielo

Rex Club

22

Corsica Studios Plan B

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

BEST PRACTICES

HOW TO ATTRACT TALENT TO YOUR BRAND

ENCOURAGE YOUNG DJs TO SUBMIT THEIR DEMOS At Ministry of Sound TV, the English club-label’s main YouTube channel, they invite young talents to submit their mixes. Then the club residents curate them and create playlists where begginers’ demos mix up with clips by established artists. A brilliant formula for combining old and new talent ... And to spot hidden gems!

23

SEEN AT...

AWARD THE BEST TALENTS BY GIVING THEM VISIBILITY

ORGANIZE A DJ WORKSHOP HELD BY YOUR RESIDENT ARTISTS

Pacha NYC has created a space on SoundCloud for young DJs to submit their mixes.

The best ones are included in the club’s podcasts. That way, they become a magnet for new talent, and also reinforce the brand’s musical leadership.

Dutch nightclub Studio 80 announces a DJ training programme on their website. The club’s residents teach it, which enhances the prestige of the course.

It’s a week-long and costs 125 euros. They make it easy to sign up online and pay by credit card.

Being a DJ is as hip as it ever was.

The club is probably overwhelmed by the the amount of applications.

24

SEEN AT...

Pacha NYC

Ministry of Sound

25

SEEN AT...

Studio 80

23

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

BEST PRACTICES

HOW TO SELL ON THE INTERNET

SET UP AN ONLINE STORE FOR TICKETS, GIFTS AND CDs If you run a well-established brand and your site gets a fair amount of traffic, step up to e-commerce and monetize the attention you get. Selling tickets online may involve a little investment to adapt your customer management software. If you are persuaded that your brand addresses a global audience, offer worldwide item delivery.

26

SEEN AT...

Space Ibiza Amnesia, Berghain/Panorama Bar

SELL CLUB TICKETS ALSO ON FACEBOOK There are dozens of simple applications to install a tickets e-commerce tab on Facebook. Eventgenius, Skiddle, Electrotub, Favorous, Paylogic and Wantickets are just some of the many the analysed clubs use.

27

SEEN AT...

Space Ibiza Sankeys Ibiza The Warehouse Project The Warehouse Bootshaus

Papaya Cocorico

A MEMBERSHIP CARD WITH ONLINE AND OFFLINE ADVANTAGES In London, Fabric London has created Fabricfirst, a membership card that, from 5 pounds a month, makes it easier to enter the club, offers access to premium online content and even entitles the member to receive a CD every month. Combining analogue and digital benefits is a sound strategy to engage fans.

31

SEEN AT...

Fabric London 24

Marquee The Mid Pacha NYC Air

ALLOW ONLINE GIFT CARD SHOPPING TO BE USED AT YOUR CLUB Tao Beach Club’s website, in Las Vegas, offers the opportunity to purchase gift cards from 50 to 500 dollars to spend in the club restaurant, a staggering Asian bistro. The recipient gets a nice digital postcard detailing the generous amount of the gift. It’s a good idea to transform a visiting experience into a tangible product.

28

SEEN AT...

Tao Beach Club

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

BEST PRACTICES HOW TO STIMULATE PARTICIPATION AND USER-GENERATED CONTENT

REWARD THE BEST IBIZA PHOTOS SHARED

BY CLUBBERS

ALLOW YOUR FANS TO INTERVIEW YOUR STAR DJs ON TWITTER

MAKE YOUR CLUB A TRENDING TOPIC THROUGH A CONTEST

Ibiza offers much more than nightclubs. It’s a natural paradise. During Summer 2013, Pacha intended to pack Twitter with inspiring photographs of the island. They created the hashtag #myEPICApic, which refers to one of their season parties, Epica.

The idea obtained a fantastic reception. The winning photos were displayed on Facebook and authors were awarded tickets, branded gifts and CDs.

DJs are the rock stars of today and social networks allow a higher level of interaction than anytime before in history. Pacha organizes Twitter interviews with some of their star artists, such as Guy Gerber or DJ Sneak. Online dialogues create valuable synergies by connecting the artist’s fanbase with the club’s followers. The interview is hosted on the artist’s account, not on that of the venue’s.

Madrid-based club Fabrik has a strikingly active Twitter community. In summer 2013, they encouraged their followers to tweet I wanna go to #1996FABRIK, in reference to the name of one of their events. Users also had to change their profile picture and upload the official party logo instead. The reward: tickets to enjoy the show.

29

30

Pacha

Pacha

REWARD YOUR MOST ACTIVE FANS BY GIVING THEM VISIBILITY SHOW USER’S CONTENT ON YOUR FACEBOOK PAGE Californian club The Exchange uses an amusing Facebook application called wesawit.com. It collects on a single screen diverse user-generated content published on different social sites. The app gathers pictures and videos posted on Instagram, Twitter, Vine, Flickr and YouTube under a given keyword or hashtag.

32

SEEN AT...

The Exchange

SEEN AT...

Fabrik Madrid

SEEN AT...

SEEN AT...

31

The social media allows to put millions of anonymous users on the map. They give us a face and a voice. Very often, that’s the single reward that we the Internet users intimately seek.

Facebook apps like Fangager or Booshaka measure user participation (likes, shares, comments) and draws up a ranking to designate the Weekly Top Fans. It’s a cool competition that encourages participation.

33

SEEN AT...

BCM Green Valley 25

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

BEST PRACTICES HOW TO ENCOURAGE CUSTOMERS TO SHARE ONLINE THEIR CLUBBING EXPERIENCE

LAUNCH A CAMPAIGN TO COLLECT PHOTOS TAKEN AT YOUR SITE

MAKE YOUR SOCIAL ICONS VISIBLE ON THE DANCE FLOOR

LET YOUR CLIENTS FEEL LIKE CELEBRITIES DURING A PHOTO CALL

In spring 2013, Ministry of Sound had a remarkable success with a fantastic onlineoffline campaign. They encouraged fans to submit Twitter and Instagram photos and videos taken at the club. They used the hashtag #mosmoments. They amplified the initiative with billboards on Tube stations. Its impact was enormous. Images of users are displayed on the web and the best ones were awarded VIP nights.

Everyone of us go out clubbing with our smartphone in our pocket.

Therefore, we already have the technology. Sometimes all we need is a reminder to share what we see.

In Las Vegas, Surrender/Encore Beach has a giant panel with Facebook, Twitter and Instagram’s logos installed next to the DJ booth.

A subtle call to action, huh?

It’s simple, cheap and extremely effective. At Pacha Ibiza, customers often queue to enjoy one of the venue’s major appeals. Booze? Nope! Getting a photo taken as if they were stars in front of a panel with the logos of the brand. Like celebrities in a Hollywood photo call! In Ushuaïa, stunning go-go dancers allow being photographed with customers. Like posing with Mickey Mouse at Disney World!

34

35

SEEN AT...

Surrender/Encore Beach SEEN AT...

36

SEEN AT...

Pacha Ushuaïa

Ministry of Sound

PILOT EXPERIENCE OF FACEBOOK PRESENCE WITH CHIPPED BRACELETS In 2011, Ushuaïa partnered with Facebook to test a new technology that allows you to post pictures and your location without pressing a key. By using a bracelet equipped with a RFIP chip (Radio Frequency Identification), users automatically access their profile through terminals installed at the venue. This way they can share their clubbing experience with the world right from the dance floor.

37

SEEN AT...

Ushuaïa 26

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

BEST PRACTICES HOW TO OFFER THEM INCENTIVES TO BECOME FANS OR SHARE CONTENT

INSTALL A FIXED PHOTO TERMINAL THAT PUBLISHES ON FACEBOOK Brazilian venue Miroir has a fixed photographic terminal installed in one of their rooms, named Miroir Magique. It has been developed by Visualface.

Customers can get photographed and the pic is automatically loaded on the club’s Facebook page.

Upon returning home, customers are encouraged to like the page and then see their photo.

38

GIVE AWAY GIFTS TO NEWSLETTER SUSCRIBERS

RAFFLES AND DISCOUNTS FOR NEW FACEBOOK FANS

Pacha gives away a download of an exclusive album to all new newsletter suscribers. At Pacha NYC, gifts might consist of VIP tables, tickets, backstage passes and fancy headphones.

XS raffles a trip to Las Vegas among new users who like the page. Such initiatives are positive for increasing your fanbase's gross size, but it doesn’t guarantee quality users or durability. In Tokyo, Womb offers their new Facebook fans 2FOR1 at their restaurant.

39

SEEN AT...

Pacha Pacha NYC

40

SEEN AT...

XS Womb

SEEN AT...

Miroir

PROVIDE INCENTIVES FOR BLOG SHARING Through PunchTab, Pacha NYC draws gifts for readers who share blog posts on their social profiles. It’s a very visual and easy-to-use application.

41

SEEN AT...

Pacha NYC 27

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

BEST PRACTICES

HOW TO LISTEN TO YOUR AUDIENCE

ASK YOUR FANS WHAT DJs THEY WOULD LIKE TO SEE AT YOUR VENUE

USE WHATSAPP OR LINE AS CUSTOMER SUPPORT CHANNELS

Let’s stop considering social networks as mere channels to send messages. Asking good questions and listening is by far more important. On their website and also on Facebook, Brazil’s Sirena asks their community about who they would like to see at the venue. The options are Armin Van Buuren, Steve Aoki, Alesso, Calvin Harris and Boris Brejcha. An initiative both simple and smart!

WhatsApp and Line, its Japanese competitor, are rocking the quick message app scene. Neither Facebook nor Twitter. Nothing is easier or faster than sending a txt, right? Tokyo’s Womb venue features a channel on Line to answer questions and solve doubts... One-on-one, free, immediate communication.

42

43

SEEN AT...

Womb

SEEN AT...

Sirena

28

SELECT YOUR CREW FROM YOUR FANBASE Don’t waste money on newspaper ads. When you need to recruit, just get to your fan community. Post your job offer on Facebook and Twitter. That way you make sure that you’ll be receiving enthusiastic candidates who already know and value your brand.

44

SEEN AT...

Digital Newcastle

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

BEST PRACTICES

WE ARE GETTING CLOSER TO THE END… HOW TO ADDRESS A GLOBAL AUDIENCE

MAKE YOURSELF UNDERSTOOD: MULTITRANSLATE YOUR WEB

IN IBIZA, RUSSIAN IS THE EMERGING LANGUAGE: USE IT!

Venues should be aware that they are part of a global music phenomenon. A clubber is a person that loves to travel and, just as important, has the purchasing power to do so.

English is a must for communicating worldwide, but the more multi-language you get, the broader an audience you will reach.

In Montreal, Stereo club features its website in English, French, German, Spanish and Japanese.

Russia is an emerging destination for the electronic music industry. Ibiza’s luxury and party offer is really successful over there. Every year, there are more and more Russians on the island, particularly rich guys eager to spend filthy sums of money.

Ushuaïa Beach Hotel has identified them as a priority market and features a website in Russian as well as in Spanish and English.

45

SEEN AT...

46

SEEN AT...

Ushuaïa

Stereo

29

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

BEST PRACTICES

HOW TO PROMOTE YOUR BRAND

TEAM UP WITH A LEADING BRAND TO DIVERSIFY ADVERTISING EFFORTS

SHOW OFF WHAT THE BEST DJs IN THE WORLD ARE SAYING ABOUT YOUR CLUB

OFFER YOUR NIGHTCLUB AS A MOVIE OR TV SHOW LOCATION

A venue is as big as its brand’s reputation. Glamour, fun and style are valuable intangible assets from which to explore sponsorships and partnerships.

Ushuaïa has partnered with Mercedes-Benz to launch the Smart ForTwo Ushuaïa. Together they create dazzling digital and analogue synergies. They stream club events on the featured website (www.smartushuaia.com) and the whole campaign ensures tons of buzz and publicity.

DJs are the undisputed stars of the electronic scene, way above the venues. Their opinion is more influential than what reporters or promoters may say.

You should display prestigious testimonials on your website, showing what artists think about your club. Brazil’s Green Valley shows the views of Armin van Buuren, Carl Cox, Erick Morillo, Fatboy Slim, Steve Angello...

In the mecca of cinema, The Exchange club has found a creative formula to promote themselves. They offer online their venue as a film location. So far, their premises have been used in shows such as The Mentalist and CSI: Miami, in Snoop Dogg music videos and in films like The Social Network.

47

48

49

SEEN AT...

The Exchange

SEEN AT...

Green Valley

SEEN AT...

Ushuaïa

TELL EVERYONE ABOUT THE CRAZY FOLLOWERS YOU HAVE In Cyprus, Guaba Beach Bar features a web gallery displaying dozens of pictures of fans who have tattooed the club name and logo. That’s what we call eternal love!

50

SEEN AT...

Guaba Beach Bar 30

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

BEST PRACTICES WE ARE ABOUT TO FINISH... HOW TO USE TECHNOLOGY TO IMPROVE THE USER EXPERIENCE

VIRTUAL TOUR OF THE CLUB ON YOUR WEBSITE

VIP TABLE SELECTION USING AN INTERACTIVE MAP

ONLINE SIGN UP FOR THE GUEST LIST

If you have some spectacular facilities, you have to show them, baby! And not only with photographs. Virtual tour technology is the most similar thing to a real experience that the Internet can offer. Use it!

Theaters and sporting venues have used this technology for years. Now it’s coming to the world of nightclubs. VIP clients like to choose and are willing to pay for a good location: close to the dance floor, in front of the DJ booth... An interactive plan makes this operation quick and easy.

Foundation Seattle offers the oportunity to sign up online for the guest list, both individually and in groups. The venue uses a software called Venue Driver, a complete access management dashboard that enables to make the most of the available space.

51

SEEN AT...

Privilege Rex Club

Marquee Surrender/Encore Beach

52

SEEN AT...

SEEN AT...

Foundation Seattle

Surrender/Encore Beach XS

PAYMENT BY SECURE FINGERPRINT IDENTIFICATION

A VIDEOGAME THAT TURNS YOU INTO THE HOTTEST IBIZA DJ

In the field of high technology, Ushuaïa seems to be determined to always stay ahead.

The venue offers PayTouch, a fingerprint payment technology developed in Spain. Access is granted by a biometric reader where the consumer places two fingers. The entire identification and payment process takes just 5 seconds, and is 100% secure.

You’re one of Ushuaïa’s resident DJs and you have a promising career before you. If you give your all at the booth, the crowd will go crazy and you’ll get promoted until you get to the main stage. This is the topic of the videogame released in Summer 2013. It is available on Facebook, Android and Apple. It offers real prizes for the best contestants.

54

SEEN AT...

Ushuaïa

53

55

SEEN AT...

Ushuaïa 31

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

BEST PRACTICES

WE'RE DONE! HOW TO COMMIT TO OUR SOCIETY

GIVE AWAY TICKETS IN EXCHANGE OF CHARITABLE DONATIONS

USE THE BRAND PRESTIGE TO PROMOTE ART AND CULTURE

It’s not just about making 56 money. We should also leave a positive mark on your way through the world. The Brazilian club Sirena promotes a charitable campaign on their website: you can get two free tickets if you donate one kilogram of food in favour of those living in poverty. Music at the service of a good cause!

Most people associate electronic music with wild party. However, in the heart of Europe, it has common roots with experimental arts and urban cultural expressions. In Amsterdam, Trouw club has started the De Verdieping foundation, whose aim is to promote new forms of artistic expression, photography, film and experimental arts. In the same city, Melkweg club is part of a cultural institution that includes spaces for theater, photography, cinema, exhibitions and media art.

SEEN AT...

Sirena

57

SEEN AT...

Trouw Melkweg

32

?

Is there anything missing?

How can we improve?

This study is a work in progress.

We have ellaborated this guide to best practices with positive experiences that we have collected both in front of the the screen and on the dance floor. We surely have left many good ideas unmentioned.

Do you want to submit yours?

INFO@WOOMEDIA.ES

WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA

www.woomedia.es

HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET

C’EST FINI HAVE YOU ENJOYED THIS STUDY? HAVE YOU BEEN ENTERTAINED? HAVE YOUR LEARNT ANYTHING USEFUL? IS THERE ANYTHING YOU DON’T AGREE ON? DO YOU WANT TO DISCUSS IT? DO YOU WANT TO LEARN MORE? CONTACT US! US! +34 658 703 711 INFO@WOOMEDIA.ES @WOOMEDIA_ES WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA Ibiza, 20th September 2013

www.woomedia.es

Study conducted by

DIGITAL COMMUNICATION & PUBLIC RELATIONS

Ibai Cereijo Founder & CEO of Woo Media @ibai_c

Woo Media is a Bilbao and Ibiza-based company founded in Spain in 2012. We are dedicated to helping clients who need to spread a message and rely on creativity and experience to obtain success. We feel comfortable in all leisure and entertainment-related sectors. Music, live events and sports are our natural habitat. We like to observe consumer behaviour in order to find the most efficent channels and to shape the right messages to reach him/her. We use public relations (media liason, event planning, lobbying) and new digital media (websites, blogs, social networks).

We master technology, but our approach is not technological. We are natural-born communicators.

We enjoy talking to people.

Contributors Laura San Martín Garazi Serrano Layout & infographics Woo Media Cover image Musical Freedom Acknowledgements Javier Celaya of dosdoce.com, for his editorial guidance

This study has been published under a Creative Commons ’Attribution-NonCommercial-NoDerivative license’; the work may be copied and distributed by any other means provided that its authorship (Dosdoce.com) is credited, it is not used for commercial purposes and is not amended in any way. The full license may be viewed at: http://creativecommons.org/ 33