18.12.2005 DJ MAG ONLINE JAN 05 +++ Creamfields Buenos Aires 05: The Brand. The Car Stickers. The Story. |
       Now if this isn’t a reason to celebrate, James! With a leaner, more compact line-up than in Buenos Aires, the Creamfields circus has actually travelled the whole of South America, covering nearly every single country on the continent, amongst them as important music markets as Chile, Mexico and Brasil. But nowhere were the people as keen to pay the hefty entrance fee to have it large as in Argentina, now the world’s leading Creamfields country. This might be down to the excessive groundwork of Martin Gontad and his team. “I have 14 years of experience in this field”, repeats the suntanned and gold-chained CIE Argentina partner, CIE being the multi national corporation which executes giant festivals all over the Americas, looking slightly exhausted after the long Creamfields festival weekend. “I come from the fashion industry", he recalls when asked about his whereabouts. "I was actually the first in Argentina to connect a brand with a band or a certain genre of music.” Martin learned his trade at the end of a decade fuelled by hedonism, excess and glamour and a lot of attitude--in the New York in the Eighties. Being at the right place at the right time, it was easy for him to connect with the right people. “I got ID Magazine to actually bring some electronic music artists like Electribe 101 to Buenos Aires. That was at the beginning of the Nineties when absolutely no one had heard of this kind of music”, he recapitulates, all smiles and glistening teeth. A James Bond kinda guy who probably always has a beautiful lady by his side. Meeting Mister Gontad This was the beginning of what should be Martin’s path to glory. “I started to work with a lot of DJs who were then starting to spin around the globe, ensuring they would get the best treatment possible.” In other words: Top payment. Top hotels. Top venues. An example: Paul Oakenfold. Martin built his reputation as a “perfect host”, as he organised high caliber events in which he created the perfect setting for the global beacons to shine and spread enlightenment amongst the fashionable crowd. A lot of big-name DJs chose to work with Martin and although he emphasises that, ultimately, “it’s up to them who they connect with”, they all accept to contract him on an exclusive basis when they hit the South American shores. Something that has led critics to claim he would be creating a monopoly. “It’s not about this,” says charming Martin, “it’s about knowing what it’s best for them. And I, with my excessive knowledge of their likes and dislikes, can deliver—I am always exceeding expectations whereas others fail to meet them.” And so they all flock in herds. And not only the DJs. Organisations as well: Global brands outside the fashion industry decided to contract Mister Gontad for his services, amongst them beer company Brahma. And of course Creamfields. In less than five years the festival has not only grown to become the biggest of the world, but of course also the most successful of its kind in Argentina. Martin has done a great job: The Creamfields stickers firmly stuck to the bumpers of those revellers who trekk to the festival no matter which DJs is playing signalise how much the part-time party people connect the name with the guarantee to have a good time.    Enjoying The Fruits of Labour So what about the most recent edition? What amazed the most? Seeing the giant space near the nature reserve right at the river borders of Buenos Aires transformed into a tent filled party heaven? The number of fireextinguishers? The Prodigy? The stars? No. One of the most impressive facts about the festival wasn’t the sheer number of high calibre DJs that were flown in from far distant places. It was the amount of local talent that spun or performed live in packed tents to a hot and anticipative audience. With over a hundred DJs and live artists from Argentina and other Latin American countries such as Brasil, it was really good to the see that there was a clear emphasis on supporting the local scene. Well established artists such as Microesfera, DJ Buey, Bad Boy Orange, Romina Cohn, Renato Cohen, DJ Patife, the Bajofondo DJs, as well as local big wigs such as Fabian Dellamonica, Carlos Alfonsin, Festa Bros and London 909 played along never heard of DJs and live acts such as Satelite Kingston, K-No, Adrian Soto, the Pedigree DJs, D.E. and Dilo. Most of the latter ones absolutely new to even those die-hard clubbers who are roaming the streets of BSAs in search of an underground party every weekend. Hola, wicked! Hold on tight, BsAs! If these all these fresh talents help to build an alive and kicking newbee scene, then we really can expect loads of fresh impulses that will eventually transform the steady but stale nightlife outfit of Argentina’s capital. Which is what we are all longing for. Having Christmas specials with celebrated world class DJs is one thing, a place to lose it on a weekly basis another. The established DJs, producers and promoters deserve to reap the sow of their early years--as long they help to create a healthy microcosm for the young ones to grow. 'Cos only the young have the time and energy to change things. And on the long run, everyone will profit from a a healthy scene anyway so all is good. You can read the pimped up version on the DJ Mag website here: http://www.djmag.com/clubbing022.php. Links: For more info, tune into www.creamfieldsba.com or www.2netproducciones.com. Text and interviews: Katrin Richter @ Planetkat.com. Fotos and Artwork: Katrin Richter @ Planetkat.com |
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