Last week I came home from Florida covering Miami Music Week. One of the parties that I heard a lot about was ElRow, since my friends that live in Spain have been saying how great their events are I decided to check it out. ElRow started as a family business and turned into one of the main techno clubs in Spain, after that they decided to expand their events all over the world. I manage to talk to their Music Director Victor De La Serna and he explained to me what the ElRow parties are all about. “We work really hard so people can forget about their personal problems and enjoy themselves in our events,” said Victor. The experience is based on being sort of a carnival that does not take everything too seriously so people can have a good time to the expression of electronic music. This is the type of event that you will remember because it is more of an experience than anything else. I personally saw this myself live in Miami checking acts like Yotto, Dennis Ferrer, Victor Calderone, Jesse Perez, Sonny Fodera among many others.
The event had everything from inflatable footballs, basketballs, animals, dancers and the whole nine yards. The location was in a very artsy area of the city which gave the event even more character. The other thing that made so original was the really great line up of djs from a more spacey type of house, tech-house, deep house and underground techno. What Victor explained is that they always want to have djs that make people have fun and forget about their worries in that period of time “We pick our DJs from different underground genres for our audience to have fun, in fact, some of the big names DJs say that they don’t fit our parties and they’re ok with that and so are we” according to Victor.
I could write a play by play of that night, but to be honest, it is something that you need to experience for yourself. Every country that they travel to, ElRow partners up with local promoters that know about the scene and that area and they turn on the charm and happiness in order to make it their own. ElRow is something that Canada is waiting for and it won’t be disappointed. Hopefully, we see it soon.
Photos by: Stuart Tracte
Edited by: Jonathan Holt
