Elrow Explained

Formation:[1]
Type:Privately held company
Headquarters:Barcelona, Spain
Products:Elrow Music (label)
Services:event management and music festivals
Leader Title:President
Leader Name:Vicenç Martí
Leader Title2:CEO
Leader Name2:Juan Arnau Lasierra
Leader Title3:Creative and marketing director
Leader Name3:Cruz Arnau Lasierra
Website:elrow.com

Elrow (stylized elrow) is a Spanish company that organizes electronic dance music events internationally and specializes in Techno and House music. Its headquarters are in Viladecans, south of Barcelona. According to the company itself, they have held more than 150 events, in 67 cities in 26 different countries, with a total of 2.3 million attendees and 800 DJs (2016).[2]

elrow is a family business, since there have been six generations of the Satorres-Durán-Arnau family that have dedicated themselves to leisure, since the Café Josepet in Fraga opened in 1870.[3]

elrow parties have managed to differentiate themselves from other similar events by including numerous artistic and festive elements (confetti, costumes, inflatables, makeup, decoration, props, performances...) with an immersive effect, which has earned their parties ratings like "hedonistic",[4] [5] [6] "colorful",[7] [8] "crazy",[9] [10] and "extravagant".[11] [12] Sometimes they even include recreational items like Springboards, slides, or ball pools. More than 100 actors participate in a single event, including acrobats, Clowns, jugglers, stilt walkers...[13] In addition, each event is marked by a theme (for example, the April Fair of Seville, the Mexican Día de Muertos or the American Old West), so all the decoration and costumes are focused on it, and attendees are encouraged to dress according to the theme.

In 2010 they changed their name to the current one and adopted a new business model, that of "traveling parties", whereby their events stopped having a single physical location, to start organizing parties all over the world: Asunción, Brighton, Cairo, Cape Town, Dubai, Florence, Frankfurt am Main, London, CDMX, Miami, Montreal, Moscow, Phuket, Shenzhen, Taipei, Tokyo, Venice... and some fifty more.[14]

The current president of the company is Vicenç Martí, the CEO is Juan Arnau Jr. and the creative and marketing director is Cruz Arnau, his sister. Both are co-founders of elrow and children of Juan Arnau Sr. The board of directors includes James Barton (CEO of Superstruct E.) and Roderik A. Schlösser (CEO of Providence Equity London) since the association with Superstruct Entertainment in 2017.[15]

elrow's official mascot is a yellow chicken in lilac clothes named Rowgelia.[16]

History

Origins (1870–2001)

In 1870, José Josepet Satorres, a farmer from Fraga, Aragon, opened the Café Josepet in this town (Barrón Promenade, nº 2, located on the left bank of the river Cinca),[17] which would later become a social club. Due to his gambling problem, he had to close the café, which in 1900, once he died, his family (headed by his granddaughter's husband, Antonio Durán) would reopen under the new name of Bar Victoria, to which he would add a Theater Victoria (later, Victoria Cinema). At that time, the Victoria social club would become the main leisure center in the Lower Cinca region. In 1952–53, due to a marriage between the Durán and the Arnau family, the family business expanded, and in addition to the Victoria Cinema, they also began to manage the nearby Florida Cinema-Theater.

During the 60s the first nightclubs appeared in Spain, in which the orchestras were replaced by DJs, and in 1973 the Florida Discotheque Fraga was opened, better known by its definitive name Florida 135,[18] whose setting was inspired by the Bronx, and where the new trends of electronic music were heard: disco, electropop, goa trance, house and acid, the Catalan màkina and the Valencian bakalao, among others.

In 1993, the family organized an event on a farm in the Monegros Desert called Monegros Party, which was attended by 200 friends. This event has continued to be forged until today, the famous Monegros Desert Festival.

Relocation to Barcelona (2001–)

In 2001, Fraga's company moved to Barcelona, and they started some sessions called Row began in a Nick Havanna club (Roussillon street, Barcelona). But since this club is not owned by the family, in 2008 the Arnaus acquired their own larger plot on the outskirts of the city, in Viladecans (near El Prat airport) and reopened it under the name Row 14.

2010, foundation of elrow

Since the company, as agreed with the Viladecans City Council, can only hold 12 annual parties on this plot,[19] in 2010 the company announced a new business model based on "traveling" parties. In other words, organizing events around the world, either in the context of a music festival, obtaining residencies in other venues, such as Amnesia Ibiza, or independently.

In addition, it was decided to add the article el ("the") to the name to make it sound more "Spanishized" and thus, make it more recognizable.

Association with Superstruct Entertainment (2017)

In February 2017, elrow established a partnership and investment agreement with entertainment platform Superstruct Entertainment, backed by investment company Providence Equity Partners, one of the largest in the world. Superstruct Entertainment is chaired by James Barton, founder of the Creamfields festival (UK), and is the same one that in 2018 acquired 60–80% of the Sònar festival (also in Barcelona), the Sziget Festival in Budapest[20] and 85 other events in many countries.[21]

Shooting in Playa del Carmen (2017)

In January 2017, a shooting took place at the Blue Parrot nightclub in Playa del Carmen, near Cancún (Mexico), at the event that elrow organized for The BPM festival. Linked to a dispute between Mexican drug traffickers, this shooting resulted in 5 deaths, 15 injuries and a "stampede effect" among those attending the party.[22] None of the 30 employees hired by elrow were injured,[23] but the head of security for the event did die when he tried to intervene.[24] 3 suspects were arrested, and the festival management decided to cancel the rest of the events. See also: Ataques en Playa del Carmen y Cancún de 2017.

elrow Friends and Family (2017)

In April 2017, elrow announced that in July of that same year the Friends & Family music festival would take place in Salou, a town on the Catalan Golden Coast, with an intention of 25,000 attendees.[25] However, shortly thereafter, elrow released an official statement announcing that it would be canceled due to "political disputes in the region",[26] since the event was coordinated with the Salou City Council, but apparently the neighboring town of Vila-seca was not informed.[27] This added to the refusal of the Tarragona Port Authority to locate the festival in its area[28] and the general feeling of rejection among the residents of the town to another macro-festival, in memory of the old tragic Saloufest (2001–2016).[29] Finally, an event was held on the same day at the elrow site in Viladecans.

Alex and Amy cases

On 16 July 2017, Alex Masterson, a 19-year-old Briton, died at Bellvitge Hospital due to cardiac arrest after several days of partying in Salou and finally went to elrow de Viladecans on Sunday, where he took MDMA.[30] His friends criticized "that the water was very expensive, 4€ for a 100 ml bottle. You had to wait about 15 minutes to drink, from the amount of people there were". Elrow's management replied that "during a surveillance round we found the boy very agitated. He was notified to an ambulance, where he was stabilized and transferred to the hospital (...) He died four or five hours later at the Bellvitge Hospital due to cardiac arrest. The party had ended hours ago (...) even the Mossos d'Esquadra congratulated us on the excellent organization".[31]

Despite this, the municipal authority confirmed that elrow scrupulously complies with all regulations and security requirements and that "it is not a particularly conflictive place".

On 21 August of that same year, the young British Amy Vigus passed away in Colchester Hospital (England), a day after attending the Elrow Town festival in London.[32] Apparently she took fake MDMA.[33]

Topics

According to the 2020 press material, the themes that elrow handles for its events are the following:

Resident DJs

Current elrow residents are:

Sponsors

The current sponsoring brands of elrow events are Desperados (Heineken International), Absolut Vodka (Pernod Ricard S.A.) and Desigual (Inditex S. A.).

Awards and nominations

!Year!Award!Designation!Outcome
2017DJ Awards"Ibiza Night"Winner[60]
2018Vicious Music Awards"Best Ibiza Party"Winner[61]
"Best +500 Party"Winner

Rankings

Headquarters

The elrow headquarters (informally called elrow House or elrowia) is located on the C-31 highway, in the municipality of Viladecans, a few meters from Las Filipinas beach (or La Murtra beach) in the Llobregat River Delta nature reserve.

In addition to the Viladecans headquarters, elrow also has workshops, logistics centers and / or warehouses in Barcelona, Ibiza City, New York City, Shanghai, São Paulo and Buenos Aires.

Collaborations with artists

Controversies

One of elrow's parties was accused of cultural appropriation and event organisers apologised and withdrew promotional material after complaints from local community members.[63]

See also

External links

Notes and References

  1. Web site: elrow celebra su noveno aniversario. 23 May 2019. 18 June 2021. elrow. Torres. F..
  2. Web site: 2016. elrow Press Kit (pdf). 18 June 2021. elrow.
  3. Web site: Usher. Tom. 19 July 2016. Más de un siglo de fiesta: la historia de elrow. 18 June 2021. Vice. es.
  4. Web site: Jocan. 31 January 2017. Waterland: Pullmantur Cruceros te invita a su fiestón en alta mar. 18 June 2021. OK Diario. es.
  5. Web site: Huerta. Karla Mariana. 30 September 2019. KAOS GARDEN, la experiencia inmersiva de Okuda y elRow. 18 June 2021. All City Canvas. es-ES.
  6. Web site: Casero. Héctor. 3 October 2019. El artista que puso color a la falla municipal lleva al Bosco a la electrónica. 18 June 2021. Levante. es.
  7. Web site: 19 February 2020. LOS40 Dance te invita a elrow'art en Fabrik (Madrid). 18 June 2021. LOS40. es.
  8. Web site: 13 March 2019. Lineup elrow 2019 para el Triángulo de las Rowmudas. 18 June 2021. WebAdictos. es.
  9. Web site: Boletos Elrow. 18 June 2021. StubHub México. es.
  10. Web site: 6 February 2020. Singermorning, temática de Elrow el 7 de junio en Origen Fest. 18 June 2021. Mallorca Diario. es.
  11. Web site: 21 February 2018. El evento electrónico 'Elrow' llega por primera vez a Colombia. 18 June 2021. Colombia.com. spanish.
  12. Web site: 7 August 2019. La extravagancia más divertida de elrow desembarca hoy en Ushuaïa Ibiza Beach Hotel. 18 June 2021. Periódico de Ibiza y Formentera. es.
  13. Web site: Rowgelia is looking for new talents!. 18 June 2021. elrow. es.
  14. Web site: Eventos pasados. 18 June 2021. elrow. es.
  15. Web site: 2017. Elrow partners with superstruct entertainment to accelerate growth. 18 June 2021. elrow. en. As a result of the partnership, elrow will now have a Board of Directors formed by four members, two of them representing Superstruct, James Barton (CEO of Superstruct) and Roderik Schlosser, as well as Juan Arnau Jr as CEO and Vicenc Marti as President..
  16. Web site: Rowgelia – Events. 18 June 2021. AllEvents. es.
  17. Web site: HISTORY (1870–2020): La historia de la familia Storres, Durán y Arnau. 18 June 2021. elrow. es. Poco a poco, el Café Josepet se convirtió en un gran club social. Ubicado en el número 2 del Paseo Barron, disponía del café en la planta baja, el club en el primer piso, mientras la familia vivía en el segundo piso.
  18. Web site: 13 August 2017. Elrow: de la tasca en Fraga a una de las fiestas más populares del mundo. 18 June 2021. El Español. es.
  19. Web site: García. J. M.. 18 July 2017. Un muerto por sobredosis de éxtasis, un atropellado y otros dos hospitalizados tras una fiesta en Elrow. 18 June 2021. La Vanguardia. es.
  20. Web site: Valdés. Sara. 11 July 2018. Un fondo de inversiones norteamericano compra la mayor parte de Sónar. 18 June 2021. TIU Mag. es. 26 March 2020. https://web.archive.org/web/20200326205701/http://www.tiumag.com/news/fondo-inversiones-compra-sonar/. dead.
  21. Web site: McDermott. Matt. 19 April 2019. Superstruct Entertainment acquires more UK and European festivals. 18 June 2021. Resident Advisor. en.
  22. Web site: Caballero. Sergio. 16 January 2017. Ataque en festival de música BPM en Playa del Carmen deja al menos 5 muertos. 18 June 2021. El Proceso. spanish.
  23. Web site: Oms. Javier. 16 January 2017. Cinco muertos en un tiroteo en México en una fiesta organizada por una empresa española. 18 June 2021. El Mundo. es.
  24. Web site: Juárez. David. Saiz Antón. Yaiza. 16 January 2017. Tiroteo en una discoteca de México durante una fiesta con dj's españoles. 18 June 2021. La Vanguardia. es.
  25. Web site: 3 April 2017. elrow consuma el paso más importante de su historia anunciando su propio festival. 18 June 2021. Vicious Magazine. es.
  26. Web site: Elrow Friends & Family Festival 2017. 18 June 2021. Festicket.
  27. Web site: Se cancela la primera edición de elrow Friends & Family Festival. 18 June 2021. Vicious Magazine. es.
  28. Web site: Cabré. Jordi. 2 June 2017. El Port dice 'no' a Elrow. 18 June 2021. Diari de Tarragona. es.
  29. Web site: 27 March 2013. Saloufest: el pretexto perfecto para acabar alcoholizado y disfrazado en España. 18 June 2021. Sopitas. es.
  30. Web site: Turner. Dave. 20 July 2017. A British teenager has died after collapsing at elrow in Barcelona. 18 June 2021. Mixmag.
  31. Web site: Jorro. Ignasi. Muerte en elrow: "Mi amigo se desplomó en la discoteca". 18 June 2021. Crónica Global. es. 13 June 2021. https://web.archive.org/web/20210613093816/https://cronicaglobal.elespanol.com/vida/muerte-elrow-alex-desplomo-after_76922_102.html. dead.
  32. News: 20 November 2017. Amy Vigus ecstasy death after Elrow Town Festival 'accidental'. BBC News. 18 June 2021.
  33. News: 25 August 2017. Essex family pays tribute to daughter who died from fake 'MDMA' after festival. en-GB. BBC News. 18 June 2021.
  34. Web site: Alex Pott. 18 June 2021. ClubbingSpain. es.
  35. Web site: Alex Pott. 18 June 2021. elrow. es. 24 June 2021. https://web.archive.org/web/20210624201134/https://www.elrow.com/es/artists/alex-pott. dead.
  36. Web site: Biografía de Andres Campo. 18 June 2021. Last.fm. es.
  37. Web site: Ficha artista: Bastian Bux. 18 June 2021. B4. es.
  38. Web site: 11 July 2018. Bastian Bux regresa a Suara con un nuevo EP. 18 June 2021. DJ Mag. es.
  39. Web site: Bastian Bux. 18 June 2021. ClubbingSpain. es.
  40. Web site: Baum. 18 June 2021. elrow. es. 24 June 2021. https://web.archive.org/web/20210624200540/https://www.elrow.com/es/artists/baum. dead.
  41. Web site: Baum · Biography · Artist ⟋ RA. 18 June 2021. Resident Advisor. en.
  42. Web site: Fernández. Diego. 9 July 2015. ¡Aquí y ahora! Entrevistas: DE LA SWING. 18 June 2021. DJ Mag. es.
  43. Web site: De La Swing. 18 June 2021. FanMusicFest. es.
  44. Web site: De La Swing music download. 18 June 2021. Beatport.
  45. Web site: Entrevista a Eddy M. dead. 25 March 2020. We Are Ibiza Magazine. 25 March 2020. https://web.archive.org/web/20200325180129/http://weareibizamagazine.es/entrevista-a-eddy-m/.
  46. Web site: 4 February 2016. George Privatti. 18 June 2021. Techno Experience Magazine. es. 24 June 2021. https://web.archive.org/web/20210624202251/https://technoexperience.net/2016/02/04/george-privatti/. dead.
  47. Web site: Ion Pananides. 18 June 2021. ClubbingSpain. es.
  48. Web site: Ion Pananides. 18 June 2021. elrow. es. 24 June 2021. https://web.archive.org/web/20210624200142/https://www.elrow.com/es/artists/ion-pananides. dead.
  49. Web site: JULIUS. 18 June 2021. elrow. es. 24 June 2021. https://web.archive.org/web/20210624200823/https://www.elrow.com/es/artists/julius. dead.
  50. Web site: Biografía de Marc Maya. 18 June 2021. Last.fm. es.
  51. Web site: Mario Biani. 18 June 2021. ClubbingSpain. es.
  52. Web site: Mario Biani. 18 June 2021. FanMusicFest. es.
  53. Web site: Tini Gessler. 18 June 2021. Partyflock. en.
  54. Web site: Torres. Fran. Wololo Sound entrevista a Tini Gessler Wololo Sound. 18 June 2021. es.
  55. Web site: Tini Gessler music download. 18 June 2021. Beatport.
  56. Web site: Toni Varga. 18 June 2021. FanMusicFest. es.
  57. Web site: Toni Varga. 18 June 2021. ClubbingSpain. es.
  58. Web site: Toni Varga · Biography · Artist ⟋ RA. 18 June 2021. Resident Advisor. en.
  59. Web site: Viviana Casanova. 24 March 2020. Brunch-in the park.
  60. Web site: 2017: 20th Edition Winners (20th Anniversary). 18 June 2021. DJ Awards. en.
  61. Web site: Varela. Kike. Estos son los ganadores de los Vicious Music Awards. 18 June 2021. Wololo Sound. es.
  62. The 25 Greatest Dance Clubs of All Time. 18 June 2021. Billboard. en.
  63. Web site: Albert Hall apologises for Bollywood party poster showing Hindu god smoking and drinking. 11 February 2023. Manchester Evening News.

This article is licensed under the GNU Free Documentation License. It uses material from the Wikipedia article "Elrow".

Except where otherwise indicated, Everything.Explained.Today is © Copyright 2009-2024, A B Cryer, All Rights Reserved. Cookie policy.