What is an average day in your life like? Where do you start, what do you do from day to day?
My days tend to shift around quite a bit but I try to spend the mornings clearing my head with a mediation, exercise, dealing with messages, club business before heading to the studio to make music.
I like to break my day into two-hour blocks and to set out a to-do list of what I want to achieve in each block. That way I spend less time procrastinating and get more things finished.
What state is the London scene in right now? Is it a good place to promote, or a hard place?
London has a great history of club culture so there’s always lots going on but it’s not an easy ride. Club promoting has become increasingly difficult over the past 10 year. The important thing is to keep coming up with fresh ideas and be prepared to step outside of the box as that gives me the greatest reward.
What have been the biggest changes to the game you have seen in your time so far?
The impact of social media is probably the most revolutionary thing that’s affected clubs in the past decade. This has a positive impact in spreading the word but can also have its downsides with people are busy snapping away and posting rather than letting their hair down.
And why do you love doing parties at Egg LDN so much? What make you keep coming back?
Laurence Malice, launched Egg LDN after a decade of running Trade, the UK’s first legal afterhours. He places a high value on quality dance music, plus other creative aspects like performance and production, which is the same approach I take with my parties. The whole team there makes a huge effort to create special nights.
Tell us about the various different nights you have done there and what makes each one unique?
I started at Egg in 2011 and have done three resident nights since then: Heroes (Tech House); Night Train (Deep House); and now Sabajaq (Techno/ Electronica). Each one has it’s own distinctive style but I approach all of them in a similar way: combine pioneers and leaders with talented upcoming artists; incorporate performance and art installations; develop a strong identity through artwork and visuals.
What is the focus of a night for you – the sound, quality of the crowd, the music, pushing unknown guests or celebrating legends or what?
A strong music policy is central, but my nights always go further by incorporating special production, performances and installations – like décor, singers, dancers, art installations, drag queens makeovers, or interactive visual shows. This type of night needs an open-minded crowd so the artwork and promo has to send out the right message to attract them.
How long does it take to put on each party? Is it just about booking a headliner or is there more to it than that?
One of the dangers of promoting is just relying on booking headliners. Of course, you need great DJs but I believe people want more than that – an overall experience with extra dimensions. That’s one of the attractions of festivals.
Bigger parties take a few months to put together, from deciding the direction and DJs, to then putting all the other elements in place. It’s a lot of hard work to get it right and takes over any promoter’s life in the weeks running up to a party.
What informs your booking policy – is it personal taste or driven by numbers or timings or?
Making sure the customers have a good time is the most important factor. New ideas fire me up so I’ve become known for pushing fresh sounds and artists, using gut instinct as my guiding light.
Other crucial considerations include making sure the DJs sit well together to ensure a coherent direction and flow throughout the night. Sometimes I really want to put a DJ on but if there isn’t the right slot then he/she will have to wait until another month.
What would be your dream party, location, line up and so on?
I have loads of dream parties but I suppose the main one would need to incorporate lots of different ideas. Maybe a labyrinth in an abandoned office block, where each room could have a different theme with performers, visuals and installations. All the DJs would be hidden behind one-way mirrors and play anonymously, regardless of their status.
What have you got coming up over summer?
The legendary Green Velvet will be headlining Sabajaq on 27 August, alongside Paride Saraceni. We’re also bringing the carnival weekend vibe to the Egg Ldn gardens so it’s set to be a destination party for the bank holiday.
In between grabbing some bits of sunshine, most of my time will be in the studio and putting the finishing touches to my forthcoming release coming on DJ Spen’s Quantize Recordings..
Warboy plays Sabajaq on Saturday 27th August – www.egglondon.co.uk