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For those of you are are noticing these fresh acts overall, it's totally intentional.
A little article Mr. Romera wrote on his blog about it all....pretty much sums it up.
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Dancblogga wrote:
Turning a new leaf: It's one of the hottest days of the summer, and it's still July, but those of us in the media business, particularly the magazine game, often have to think months ahead. The same goes for the smarter heads in the club biz. Over at Avalon Hollywood, they've already got most of their fall and winter bookings locked in, and it sounds like good times are on the horizon.
The Saturday night Avaland crew (Garrett Chau, Craig Edwards, Damian Murphy, Kobi Danan and Erika Slouber along with Liquified, One Promotions and Spundae) is starting to fire on all cylinders, taking the club game in L.A. from a trance-crazed, glow-stick experience to one where good music and atmosphere trump candy and beer. The guys have said it before, but it's now becoming a reality: Avaland wants to be to L.A. what the taste-making club Fabric is to London.
With that in mind, the Avaland crew has announced it will launch a "Fall-Winter Series" that will bring top talent as well as adventurous acts for a crowd that they say is starting to be trusting and almost built-in. (Previously, crowds in L.A. showed for the bigger name trance DJs but often shied away from anyone less-known). What's more, the club is starting to book spinners who were locked into exclusive contracts with rival promoters. It's breaking those locks as their contracts expire. The night's second anniversary happens Aug. 4 with Felix Da Housecat, Tom Stephan and Pier Bucci at the controls. Then John Digweed is back at the venue Sept. 1 to kick off the Fall-Winter Series, and Tiefschwartz, Loco Dice, Sander Kleinenberg, Adam Beyer, Laurent Garnier, Claude VonStroke and Erick Morillo are confirmed for upcoming dates as well. And, speaking of Fabric, that club's famous "Wiggle" party moves west to Avalon with Terry Francis, Eddie Richards, Nathan Coles and Get Physical's DJ T programming the music (date TBA). The Avaland folks have also been fostering local talent, with residences from the Droog crew, Trent Cantrelle and Kazell's Influx Audio.
Promoters explained to us recently that the idea is to tap into those club-goers who have been shying away from the crowded, sweaty, and cheese-fed dance floors but who still want to experience edgy music. Those packed dance-floor moments will still happen with "Late Night Sessions" bookings that will have big names scheduled specifically for wee hours spin sessions. But the venue also wants to see more live-like performances and, perhaps, less four-on-the-floor, ad-infinitum DJ mixes. Avaland wants to become a cultural event, (thus the word "season," as in a Philharmonic season), and not just place to party.
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Dave Toole - [email protected]
Spundae Productions (San Francisco, Los Angeles, Orange County, Las Vegas)
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