The world's Top 100 nightclubs & social media

HOW THE TEMPLES OF ELECTRONIC MUSIC USE
THE INTERNET TO BECOME A GLOBAL MASS PHENOMENON
The most comprehensive research ever conducted
to reveal the secrets of the dance scene’s digital success
WORLD’S TOP 100WORLD’S TOP 100WORLD’S TOP 100WORLD’S TOP 100
NIGHTCLUBSNIGHTCLUBSNIGHTCLUBSNIGHTCLUBS
& SOCIAL MEDIA& SOCIAL MEDIA& SOCIAL MEDIA& SOCIAL MEDIA
www.woomedia.es
DIGITAL COMMUNICATION & PUBLIC RELATIONS
EXCLUSIVE
RANKING!THE MOST FOLLOWEDEDMVENUES ONFACEBOOK & TWITTER

WELCOMEWELCOMEWELCOMEWELCOME
WE ARE PROUD TO PRESENT THE MOST IN-DEPTH STUDY
EVER CARRIED OUT IN THE FIELD OF NIGHTLIFE AND
NEW TECHNOLOGIES. THESE ARE THE CONTENTS.
WORLD’S TOP 100 NIGHTCLUBS & SOCIAL MEDIA
HOW THE TEMPLES OF ELECTRONIC MUSIC USE THE INTERNET www.woomedia.es
C’EST FINI
BEST PRACTICES
CONCLUSIONS
RANKINGS
INTRODUCTION
Ibiza
Mediterranean & Middle East
United Kingdom
Continental Europe
USA & Canada
Latin America
Asia & Pacific
YouTube
SoundCloud
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How to inform and entertain your audience
How to create attractive content that rockets on the Internet
How to manage your web and digital identity
How to create and distribute music
How to attract talent to your brand
How to sell on the Internet
How to stimulate participation and user-generated content
How to encourage customers to share their clubbing experience
How to offer them incentives to become fans or share content
How to listen to your audience
How to address a global audience
How to promote your brand
How to use technology to improve the user experience
How to commit to our society
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01

INTRODUCTIONINTRODUCTIONINTRODUCTIONINTRODUCTION
HOW SOCIAL MEDIA TURNED AN ALMOST PERIPHERAL
MUSIC GENRE INTO A WORLDWIDE PHENOMENON
onducting a study on the
use of social media in the
field of electronic music is a
staggering challenge. Any
study aims to contribute with
something different or to correct
some aspects in the analysed
object. Somehow, it aims to
propose a formula to amend all
mistakes and reveal the secrets that
lead to success.
This endeavour is really complica-
ted when the analysed object is an
avant-garde phenomenon and a
model of success that everyone
watches with the purpose of
recreating it. This is the case of
electronic music. Why?
In case you didn’t know, Electro-
nic Dance Music or EDM is the
most thriving musical genre of
the moment. Not only DJs you
probably already know, like David
Guetta or Tiesto, make electronic
music. Madonna makes electronic
music. Lenny Kravitz and Jennifer
Lopez make electronic music. Or
rather, they team up with famous
DJs to have their songs remixed
and so to get some attention. The
hit charts are nowadays occupied
by names like Avicii, Nicky Rome-
ro and Calvin Harris. No one had
heard of them five years ago. How
is that posible? When did EDM
take over the pop scene?
Before explaining why, let’s quickly
see how the genre has evolved
over the past 15 years. In the 80s
and 90s, EDM was a negligible
genre. The industry’s establishment
– magazines, radio sations, televi-
sions channels– openly ignored or
even despised it. What business, or
even attractive, could there be in a
bunch of guys that plagiarized
others’ songs, creating repetitive,
boring rhythms?
So it was until late 90s. That’s
when the event that changed
everything occurred. First was
the Internet. Do you remember
Geocities? With that free web
space any fan could become a
small authority, uploading remixes
and exchanging views on clubs and
DJs. Then along came the forums.
EDM lovers who had starved
began to see they were not
alone. Virtual communities be-
gan to grow. In the middle of the
2000s decade, the first social net-
works arrived (MySpace, Facebo-
ok). The blogging boom had alrea-
dy started a few years ago. By then,
the phenomenon was unstoppable.
The essence of EDM is the live
music event. Some promoters had
taken the genre seriously, and since
mid-90s had begun to invest in
organizing small electronic music
meetings. That’s how events that
are now legendary were born, like
the Love Parade (Berlin, 1989),
Monegros (Spain, 1994), Electric
Daisy Carnival (California, 1997),
Creamfields (Liverpool, 1998), and
Tomorrowland (Belgium, 2005).
For when the musical establish-
ment tried to guess what was going
CCCC
DJMag’s Top 100 Clubs,
starting point to this study
The British DJMag’s ranking, which is
published at the beginning of each year,
is considered the bible for clubs world-
wide. In this study, we’ll analyse how
these 100 electronic music cathedrals
manage their digital and social media
presence. Actually, they’re 99, because
Sankeys Manchester closed its doors in
May 2013 to focus its efforts on its
sister venue in Ibiza. London’s Cable
club was forced to close around that
time, but we have decide to
include it as a tribute for its unfair
closure.
02

on, hundreds of thousands of
youngsters attended those events
every year. The Ibiza nightclubs
got packed with thousands of
clubbers from all over Europe
every summer. They had develo-
ped a new language, a new
style, new consumption
patterns. They spoke of artists like
Sven Väth, Paul Van Dyk and Carl
Cox. They had their digital meeting
points and new opinion leaders on
Facebook, Twitter or the blogos-
phere. The music industry, despite
its overwhelming economic power
and know-how, had missed the
boat. Next thing they knew was
that nobody was watching MTV
any more, nobody was reading
printed music magazines, or even
purchasing records like before.
Today, the electronic music
market worldwide has a turn-
over of 4,500 million dollars and
it’s growing at rates above 12%
per year. The ultimate explosion
came when the U.S. started consu-
ming EDM just a few years ago.
Until recently, it was a distinctly
European gender. But now,
Americans have joined the party
with their passionate fashion of
enjoying music and doing business
and... It’s war! In Las Vegas,
they’re investing hundreds of mi-
llions to build the most breathta-
king clubs in the world.
What is our point? Electronic
showcases a clear example of how
the Internet and social media
have begun to challenge the tra-
ditional powers. No more top-
down markets. Users have taken
control and have the ability to
impose what they want. The
hierarchies from the analogue
world don’t work in the digital
world.
In the EDM scene, clubs play a
secondary role behind DJs, who
are real mass idols, the new rock
stars of today. But clubs have
contributed to this silent revolu-
tion. At this moment, they’re
money-making machines and their
strategies are observed and copied
worldwide. The clubs play a crucial
role in the industry: they charge for
admission tickets, they operate the
sound equipment and pay the DJ.
Without them, there would be no
industry at all.
For all these reasons, this study
doesn’t intend to propose magic
solutions. There’s no need. We aim
to identify trends and compare
practical experiences tested by ve-
nues located on opposite sides of
the planet. This study aims to be
a useful guide for EDM’s digital
strategists but also for those
outside of it. It aims to be a still
photograph of the clubs’ current
social audience. In the world of
today, this indicator is as crucial to
assess the health of a business as
the number of visitors or the
annual turnover.
EXCLUSIVE TOP 100
VENUE RANKING
BY IMPACT ON
SOCIAL MEDIA
What clubs have more Facebook fans
and Twitter followers? In this study we
have measured the clubs’s social
audience for the first time and we are
proud to present you the results.
Don’t miss out on the complete
rankings!
Pages 4 to 12
GUIDE TO BEST
PRACTICES: 57 TIPS
TO BOOST YOUR
DIGITAL STRATEGY
We have collected all that world’s best
clubs best do and now we reveal their
most efficent actions step by step
Pages 19 to 32
03

IBIZAIBIZAIBIZAIBIZA
IN THE VIBRANT MECCA
OF ELECTRONIC MUSIC,
WHAT CLUBS SET THE TONE
ON SOCIAL MEDIA?
100,000 200,000 300,000 400,000 500,000
Sankeys Ibiza
Ibiza, 80
Privilege
Ibiza, 17
DC10
Ibiza, 14
Ushuaïa Beach Hotel
Ibiza, 28
Amnesia
Ibiza, 10
Space Ibiza
Ibiza, 2
Pacha
Ibiza, 3
868,000 120,000 988,000
TotalFacebook fans Twitter followers
71,000 831,000760,000
68,500 825,500757,000
294,000 74,500 368,500
244,000 26,000 270,000
161,000 36,000 197,000
57,000 14K 71,000
3,141,000
410,000
AREA TOTAL:
3,551,000
(*) Methodological notes:
1. Data collection took place between July 20 and September 10, 2013.
2. Only Facebook fans and Twitter followers of the venues’ official social
profiles were compiled. Social profiles related to complementary services, such as
magazines or restaurants, were not included. Usual live events with own social media
profiles and fan clubs were not included either. Naturally, if they had been taken into
account, the overall audience figures would be consequently higher. However, this
possibility was ruled out to avoid heterogeneity and thus statistical bias.
04
Venue name
Location, # DJMagCOUNTRY
LEGEND:

HOME TO HISTORIC VENUES
AND MAMMOTH NEW VENTURES.
WHICH ONES RECEIVE MORE
ATTENTION ON THE INTERNET?
MEDITERRANEANMEDITERRANEANMEDITERRANEANMEDITERRANEAN
& MIDDLE& MIDDLE& MIDDLE& MIDDLE EASTEASTEASTEAST
100,000 200,000 300,000 400,000 500,000
Duel:Beat
Napoli, 29
Skybar
Beirut, 93
Castle Club
Ayia Napa, 44
Guendalina
Lecce, 54
Venue
Athens, 30
Tenax
Firenze, 43
Row 14
Barcelona, 24
Space Sharm
Sharm el-Sheikh, 41
Il Muretto
Venezia, 75
Paradise Club
Mykonos, 33
Cavo Paradiso
Mykonos, 13
Fabrik
Madrid, 9
Guaba Beach Bar
Limassol, 15
BCM
Mallorca, 6
Papaya
Peg, 25
Pacha Sharm
Sharm el-Sheikh, 21
Cocorico
Rimini, 27
Facebook fans
287,000 10K 297,000
Total
238,000 240,000
160,000 19,000 179,000
129,000 12K 141,000
129,000 10K 139,000
81,000 45,000 126,000
119,000 121,000
106,000 107,000
81,000 82,500
62,000 7K 69,000
55,000 8K 63,000
59,000 59,000
43,000 44,000
35,000 36,000
29,000 31,500
27,000 27,500
23,000 23,000
1,663,000
121,500
AREA TOTAL:
1,784,500
05
Venue name
LEGEND:

UNITEDUNITEDUNITEDUNITED KINGDOMKINGDOMKINGDOMKINGDOM
THE MOST REPRESENTED
COUNTRY IN THE RANKING.
HOW MANY FOLLOW BRIT CLUBS
ON FACEBOOK & TWITTER?
100,000 200,000 300,000 400,000 500,000
Ministry Of Sound
London, 7
Fabric
London, 4
The Warehouse Project
Manchester, 19
Cable
London, 61
The Arches
Glasgow, 90
Digital Newcastle
Newcastle, 56
Sub Club
Glasgow, 42
Motion
Bristol, 31
Stealth
Nottingham, 66
Corsica Studios
London, 92
The Rainbow
Birmingham, 99
Plan B
London, 96
Mint Club
Leeds, 98
The Warehouse
Leeds, 71
Digital Brighton
Brighton, 94
The Garage
Leeds, 74
Facebook fans
265,000
Twitter followers
322,000 587,000
Total
185,000 80,000 265,000
112,000 71,000 183,000
47,000 14K 61,000
41,000 14K 55,000
40,00 45,000
24,000 8K 32,000
21,000 24,000
15K 21,000
15K 20,500
14K 18,000
7K10K 17,000
12K 12,500
11K 12,500
7,500
5,000
821,000
545,000
AREA TOTAL:
1,366,000
06
Venue name
LEGEND:

AMSTERDAM AND BERLIN ARE MUST-GO DESTINATIONS
ON THE WORLD MAP OF DANCE. WHAT CLUBS STAND OUT HERE?
CONTINENTAL EUROPECONTINENTAL EUROPECONTINENTAL EUROPECONTINENTAL EUROPE
100,000 200,000 300,000 400,000 500,000
Cacao Beach
Sunny Beach, 87
Roxy
Prague, 52
Berghain/Panorama Bar
Berlin, 18
Tresor
Berlin, 85
Watergate
Berlin, 63
Melkweg
Amsterdam, 97
Yalta
Sofia, 20
Trouw
Amsterdam, 35
Bootshaus
Cologne, 48
Robert Johnson
Offenbach, 65
Fuse
Brussels, 72
Studio 80
Amsterdam, 37
Air
Amsterdam, 53
Club Midi
Cluj-Napoca, 51
Rex Club
Paris, 78
La Rocca
Lier, 73
Café D’Anvers
Antwerp, 91
Matrixx
Nijmegen, 84
Tabarin
Brno, 100
Arma 17
Moscow, 88
168,000 16K
Facebook fans
184,000
Total
181,000 182,000
100,000 10K 110,000
76,000 78,500
46,000 21,000 67,000
64,000 64,500
44,000 11K 55,000
44,000 44,500
42,000 42,000
40,00 41,000
36,000 36,500
29,000 34,000
32,000 33,000
25,000 8K 33,000
29,000 31,000
27,000 27,400
25,000 26,000
13K 6K 19,000
14K 14,000
13K 13,000
1,048,000
87,400
AREA TOTAL:
1,135,400
07
Venue name
LEGEND:

AMERICA HAS FINALLY EMBRACED
DANCE MUSIC. ITS CLUBS ARE ON FIRE
USA &USA &USA &USA &
CANADACANADACANADACANADA
100,000 200,000 300,000 400,000 500,000
357,000
Total
Facebook fans
271,000
Twitter followers
86,000
135,000 85,000 220,000
129,000 82,000 211,000
115,000 83,000 198,000
108,000
21,000
129,000
91,000 38,000 129,000
69,000 57,000 126,000
84,000 105,000
12K78,000 90,000
34,00055,000 89,000
21,000
48,000 21,500 69,500
44,000 14K 58,000
40,00 15K 55,000
30,000 8K 38,000
26,000 9K 35,000
14K16K 30,000
24,000 28,500
23,000 27,500
20,000 24,000
21,000 23,500
12K 9K 21,000
15K 18,500
8,500
Pacha NYC
New York, 26
Marquee Dayclub & Nightclub
Las Vegas, 11
Tao Beach Club/Nightclub
Las Vegas, 58
XS
Las Vegas, 45
Club Space
Miami, 46
Mansion
Miami, 47
LIV
Miami, 70
Avalon
Los Angeles, 49
Cielo
New York, 79
Surrender/Encore Beach
Las Vegas, 34
The Exchange
Los Angeles, 60
Beta Nightclub
Denver, 81
The Mid
Chicago, 40
Set
Miami, 83
Foundation Seattle
Seattle, 55
Electric Pickle
Miami, 59
Spybar
Chicago, 82
Echostage
Washington, 38
Guvernment
Toronto, 22
Stereo
Montreal, 86
Circus Afterhours
Montreal, 69
Footwork
Toronto, 36
Beta
Waterloo, 62
Asylum Afterhours
Honolulu, 77 3,000
1,461,500
634,000
AREA TOTAL:
2,098,500
08
Venue name
LEGEND:

ALL EYES IN ELECTRONIC
MUSIC ARE SET ON BRAZIL.
HOW MANY PEOPLE ENGAGE
WITH THE LOCAL VENUES?
LATINLATINLATINLATIN
AMERICAAMERICAAMERICAAMERICA
100,000 200,000 300,000 400,000 500,000
Green Valley
Camboriu, 1
Miroir
Rio de Janeiro, 50
Warung Beach Club
Camboriu, 16
D-Edge
Sao Paulo, 32
Sirena
Maresias, 8
Club Vertigo
San Jose, 67
Anzu Club
Sao Paulo, 23
Space B, Camboriu
Balneario Camboriu, 95
La Huaka
Lima, 76
190,000 28,000
Facebook fans
218,000
Total
179,000 180,000
108,000 14K 122,000
93,000 14K 107,000
81,000 6K 87,000
61,000 12K 73,000
61,000 61,500
47,000 47,500
11K 11,000
831,000
76,000
AREA TOTAL:
907,000
09
Venue name
LEGEND:

THE EXOTIC ORIENT IS
A FAST-RISING MARKET.
IN THE OTHER SIDE OF THE WORLD,
THEY ALSO LIKE TO FEEL THE BEAT
ASIA &ASIA &ASIA &ASIA &
PACIFICPACIFICPACIFICPACIFIC
100,000 200,000 300,000 400,000 500,000
Republiq
Manila, 89
Zouk
Singapore, 5
Ageha
Tokyo, 68
Octagon
Seoul, 12
Ellui
Seoul, 39
Womb
Tokyo, 64
97,000 26,500
Facebook fans
123,500
Total
83,000 26,500 109,000
25,000 18,000 43,000
16K 13K 29,000
12K 13,500
12K 13,500
245,000
86,500
AREA TOTAL:
331,500
GLOBALGLOBALGLOBALGLOBAL OVERALLOVERALLOVERALLOVERALL
8,965,000
1,958,400
TOTAL SOCIAL AUDIENCE:
10,923,400
10
AND IT ALL ADDS UP TO...
Venue name
LEGEND:

1,000,000 2,000,000 3,000,000 4,000,000
YouTube views
YOUTUBEYOUTUBEYOUTUBEYOUTUBE
WHO’S IN THE LEAD BY
NUMBER OF VIDEOS VIEWED?
Amnesia
Ibiza, 10 3,900,000
Watergate
Berlin, 63 3,200,000
Row 14
Barcelona, 24 3,100,000
XS
Las Vegas, 45
2,500,000
LIV
Miami, 70 1,900,000
Pacha
Ibiza, 3 1,700,000
Las Vegas, 34
1,600,000
Matrixx
Nijmegen, 84 1,600,000
1,600,000
Guaba Beach Bar
Limassol, 15
Pacha NYC
New York, 26
1,500,000
Space Ibiza
Ibiza, 2
1,400,000
Marquee Dayclub & Nightclub
Las Vegas, 11 1,100,000
Papaya
Peg, 25 875,000
850,000
775,000
Mansion
Miami, 47
Ibiza, 28
Stealth
Nottingham, 66 725,000
Fabrik
Madrid, 9 675,000
Ministry Of Sound
London, 7
650,000
Privilege
Ibiza, 17
550,000
Sirena
Maresias, 8 525,000
Space Sharm
Sharm el-Sheikh, 41
475,000
Ageha
Tokyo, 68 450,000
Tao Beach Club/Nightclub
Las Vegas, 58
425,000
Fabric
London, 4
400,000
Green Valley
Camboriu, 1
400,000
(*) Methodological note:
An additional 46 clubs not displayed in the
graphic have YouTube channels.
TOTAL VIEWS:
38,284,000
Including the views on 46 channels
not displayed in this graphic
Venue name
LEGEND:
11

25,000 50,000 75,000
ON THE NETWORK OF SOUND, WHAT
VENUE STAYS AHEAD BY FOLLOWERS?
SOUNDCLOUDSOUNDCLOUDSOUNDCLOUDSOUNDCLOUD
(*) Methodological notes:
1. The grid of this graphic has been
expanded to facilitate data exposure. It is not
proportionate to that depicting Facebook fans
and Twitter followers earlier in this study.
2. An additional 28 clubs not displayed in the
graphic have SoundCloud accounts.
Ministry Of Sound
London, 7
SoundCloud followers
76,000
Fabric
London, 4
Berlin, 18
48,000
13,200
Amnesia
Ibiza, 10
Studio 80
Amsterdam, 37
Space Ibiza
Ibiza, 2
Trouw
Amsterdam, 35
Manchester, 19
Arma 17
Moscow, 88
Pacha
Ibiza, 3
Robert Johnson
Offenbach, 65
Cable
London, 61
Watergate
Berlin, 63
Ibiza, 28
Fuse
Brussels, 72
Sankeys Ibiza
Ibiza, 80
Pacha NYC
New York, 26
Sub Club
Glasgow, 42
D-Edge
Sao Paulo, 32
Fabrik
Madrid, 9
Papaya
Peg, 25
Matrixx
Nijmegen, 84
8,500
10,500
9,300
8,500
8,500
7,700
7,200
5,700
5,500
5,200
3,000
3,000
2,500
2,500
2,200
2,200
1,500
1,200
1,000
TOTAL FOLLOWERS:
240,000
Including the followers of 28 clubs
not displayed in this graphic
12
Venue name
LEGEND:

The temples of electronic music can brag about having a massive fanbase,
but their numbers are pretty modest compared to those of the stars of the
musical genre, the DJs. Even some outdoor festivals, which are held only
once a year, boast larger audiences than those of the clubs’. Venues will
never be able to match the artists’ popularity. They are the industry’s
human face and creative geniuses. However, it’s obvious that nightclubs
could still grow if they pick a right strategy that fullfils their potential.
CONCLUSIONSCONCLUSIONSCONCLUSIONSCONCLUSIONS
THE IMPACT OF CLUBS ON SOCIAL MEDIA
IS IMPORTANT YET LIMITED
As EDM continues to conquer new markets and
seduce new audiences, the clubs’ virtual fanbase will
grow. However, a specific digital strategy is
necessary. It takes creativity and determination to
maximize this growth in a context of fierce competi-
tion. The online world has its own rules, rhythms
and procedures. Implementing your analogue
strategy on the digital sphere is useless and might
even be counter-producing.
A SOLID DIGITAL STRATEGY
IS NECESSARY TO GAIN FANS
AND INFLUENCE
For decades, EDM has been a
genre for minorities and was limi-
ted to the night’s world. Now it
has become a cultural phenome-
non with global reach. That mo-
mentum is reflected in the evolu-
tion of clubs’ social audience.
Some venues in Ibiza, the Medi-
terranean and Brazil are registe-
ring astounding growth rates in
their volume of digital fans. In
August, the high season’s top
month, some clubs have grown
over 20% on Facebook.
ELECTRONIC
MUSIC IS IN A MOMENT
OF SPECTACULAR RISE
A
B
C
Many clubs experience their highest levels of digital
activity just when world-renowned DJs visit them for
a gig. What does this tell us? For the audience, the
artist is the essence of the electronic music experience,
way above the location. Clubs must cooperate with
DJs to benefit from the higher attention these get.
How? By creating joint content (aftermovies, inter-
views on Twitter...) and encouraging mutual visibility
on social networks (retweets, shares...).
CLUBS NEED TO COOPERATE
ONLINE WITH DJs IN ORDER TO GROW
D
Ushuaïa
Amnesia
Space
Cocorico
Miroir
Privilege
54,000
38,000
16,000
11,000
8,500
7,000
New Facebook fans
From 1st to 31st August, 2013
868.000Pacha
757,000
TOP CLUBS
By number of FB fans
1,1M
TOP FESTIVALS
616,000
534,000
461,000
DavidGuetta—45M
TOP DJs
Tiësto—15M
Skrillex—13M
Deadmau5—7.7M
868,000Space
Amnesia
Ushuaïa-294,000
UltraMusic
ElectricDaisyCarnival
ElectricZoo
Tomorrowland
AND AFTER THE NUMBERS, WHAT NOW?
13

A quick glance at the map makes clear that the global epicenter of
electronic music is in Ibiza and the rest of the Mediterranean. Across the
Atlantic, Brazil, Miami and Las Vegas contest to be acknowledged as the
main hub of the genre in the Americas. The clubs located in the gambling
city –Marquee, Surrender/Encore Beach, XS, Tao Beach Club– are
deploying very aggresive expansion strategies on social media and its
amount of fans and followers is growing steadily.
WHAT TRENDS CAN BE DEDUCED FROM THE ANALYSIS OF DATA?
FROM IBIZA TO LAS VEGAS…
STRIVING TO BE THE WORLD CAPITAL OF THE GENRE
F
Having nearly a million fans and
followers is a prime business po-
sition but it’s also a huge creative
challenge. The Top 7 Ibiza clubs
bring together some 32% of
audience share on Facebook and
Twitter. This is a massive global
audience that demands high-
quality and culturally adapted
contents. They want to feel cared
for and valued. Addressing this
global demand as they channel it
into venues that operate locally is
the brain teasing task that clubs
must carry out.
ACT LOCAL,
BUT ADDRESS
A GLOBAL AUDIENCE
E
32%The leading 7 Ibiza
clubs own 32% of the
Top 100’s Facebook fans
and Twitter followers
A large majority of the clubs from DJMag’s Top 100 seem to understand that their
audience is local, but also global. Three out of four venues not located in English-
speaking countries have their websites translated into English. The typical clubber is
a keen traveller. He likes to go out at night when visiting Amsterdam or Berlin.
Before picking a place, he needs to check the info in a familiar language.
SPEAKING TO A GLOBAL AUDIENCE
MEANS… SPEAKING IN ENGLISH
G
76%76% of Top 100 clubs not
located in English-speaking
countries have their websites
translated into English
14

94%94% of world’s Top 100
clubs have a Twitter
account
WHAT’S ’IN’ ON SOCIAL MEDIA AND WHAT ISN’T?
94% of analysed clubs have an official Twitter account. However, its numbers can’t
compare to those of Facebook. The gap is 4-1 in favor of the latter. Moreover, a
deeper analysis reveals that only 75% take Twitter seriously. Except at the largest
venues, the degree of penetration of this social network in Europe’s clubs is still
pretty modest.
TWITTER, THE DIFFERENCE BETWEEN BEING AND DOINGK
Nearly a third of the Top 100
clubs feature a mobile app,
usually for Apple and Android
devices. The percentage will
increase in the coming years.
Having an app is a prestige fac-
tor. It presents you as a leading
brand in technology. However,
apps cannot be mere replicas of
your website. They must offer
a real usefulness: exclusive
content, location-based services,
advanced social skills, shopping
advantages...
APPS SPOTLIGHT
YOUR VENUE, BUT
OFFER ADDED VALUE
27%27% of
Top 100 clubs
feature a mobile app
This fact is as negative as it is
surprising. The world’s top
clubs are distinguished by using
the latest digital technologies.
However, three out of four
don’t have their websites adap-
ted either through responsive
design or other adaptation pro-
cedure to fit the smartphones
and tablets screens. Nearly 20%
of Internet traffic is already mo-
bile. It’s easy to see that among
clubbers, tech-savvy fellas, this
percentage is even higher.
MOBILE TRAFFIC
JUST CANNOT BE
MISSED OUT
24%Only 24% of the
top clubs in the world
have their website
adapted to mobile
devices
100% of the clubs manage a
Facebook page. Even more,
their digital strategies are usually
designed specifically for it.
There’s not much left to say.
Chapeau, Monsieur Zuckerberg!
There is a nice story about
Leeds’ The Garage club, in the
UK. It’s a brand-new venue that
has founded its early reputation
on cool music and word of
mouth. But they don't have a
website. However, the venue
does have a Facebook page!
FACEBOOK IS THE
UNDISPUTED KING
OF SOCIAL MEDIA
IH J
100%All of the clubs in the
world’s Top 100 have a
Facebook page
15

FIGURES SPEAK. WHAT DO THEY TELL US?
51%Just over half of the
analysed clubs have a
SoundCloud profile
This social platform based on sharing audio clips is an essential meeting point of the
EDM community. Half of the clubs are present in it, although in many cases only
experimentally. Being a young European platform (created in Sweden in 2007 and
settled in Berlin), its audience comes mostly from Europe. It is a technological
marvel. If you haven’t heard about it or Mixcloud, a similar service, don’t worry.
You will in the future.
SOUNDCLOUD, A PLATFORM
YOU’LL BE HEARING ABOUT IN THE FUTURE
L
73%73% of major dance
clubs have a YouTube
channel. An additional
5% is on Vimeo
Nearly 75% of venues have a channel on YouTube. Another 5% have chosen to
upload their videos on Vimeo instead. Club owners know that video is currently the
unrivalled star of digital content. No other item performs likewise in terms of
visits, likes, retweets… And footage stays forever in the brain. Besides, the
ongoing development of bandwidth in Western countries is leading to massive
consumption of multimedia stuff on mobile devices. The sky is the limit.
VIDEO IS THE MOST WATCHED, SHARED
AND REMEMBERED CONTENT
M
The size of communities gathered around American
nightclubs on Twitter are truly remarkable. Among
the Top 20 establishments owning the most followers
on this social network, 7 are American. Let’s not
forget that Twitter is still a relatively recent arrival in
Europe, while in the United States it’s been savagely
popular for years now, especially among youngsters.
ALMOST ONLY AMERICAN CLUBS
MAKE THE MOST OUT OF TWITTER
N
Although this study analyses the attention that clubs
receive, measured by its number of fans, let’s not for-
get that numbers may be misleading. It’s better to
have a small but active user community, than a massi-
ve and disinterested one. Your most loyal followers
are the ones who will recommend your venue. That’s
one of the advantages offered by specialized social
networks such as SoundCloud, Mixcloud or even
YouTube. Around them gather your most demanding,
but also the most expert and influencing audience.
They will make you big.
IT’S NOT ABOUT HAVING MANY
FANS BUT ABOUT HAVING GOOD FANS
O
16

WHAT ELSE CAN WE LEARN?
YouTube registers some strikingly poor suscribing
numbers. How is that possible if video is the most
demanded item on the web? The reason might be
that most Internet users use it simply as a video
repository. They access them through links on Fa-
cebook, Twitter or the web, but do not subscribe
to channels. Is this is a good or a bad thing? It de-
pends. Could be an advantage. Users who do
subscribe are normally very loyal. So the venue
knows they don’t have many suscribers, but also
knows where to find them when they’re necessary.
MANY VIEWS, VERY
FEW SUSCRIBERS.
HOW IS THAT POSSIBLE?
P
The world of electronic music is located at the fore-
front of lots of comsumption trends. Its typical
purchaser, the clubber, is an expert in technology and
an advanced user of the Internet and social media. He
has a pretty good purchasing power, is a usual
traveller and spends big sums in leisure. He’s an active
and demanding consumer. He recognizes and rewards
talent and creativity. You can’t make him happy with
just anything, in both the online or offline world.
THE CLUBBER, A DEMANDING
TARGET AUDIENCE WITH MONEY TO
SPEND AND TREND-SAVVY
S
The most successful clubs in the world are those who
understand they are not mere nightlife spots. They’re
leading players, along with DJs, festivals, record labels
and users, in a booming music scene. The audience
expects from them much more than discounts and
free shots. They expect them to be opinion leaders,
to recommend what music to listen, what movies to
watch, what clothes to wear, what cities to visit. How?
With a useful website, an interesting blog, magazine,
active social networks...
THEY’RE NOT JUST CLUBS,
THEY’RE TREND SETTERS
R
The most successful type of video in the world of
electronic music is the aftermovie. It’s a visual
compilation of a live event’s highlights with some
spectacular editing and an awesome soundtrack. There
isn’t a more powerful picture than people dancing and
letting go of everything. It captures the essence of
electronic music, the live event’s emotion, and turns it
into a repeatable, durable, transportable product.
AFTERMOVIES: TURNING
AN EVANESCENT EVENT INTO
A LONG-LASTING ONE
Q
Videos viewed
Number of suscribers
1. Amnesia
3.9 millions
12,000
2. Watergate
3.2 millions
5,800
3. Row 14
3.1 millions
5,700
4. XS
2.5 millions
3,400
5. LIV
1.9 millions
3,000
6. Pacha
1.7 millions
6,700
17

...AND THIS SECTION IS OVER. KEEP READING!
For clubs and other music,
fashion and entertainment
brands, digital communities
formed around clubs are a
powerful market analysis tool.
They constitute an active
audience eager to express what
they like and what they don’t,
what they’re willing to buy and
what they’re not. Social media
are not about spreading
advertising messages out loud.
Above all, they’re some high
valuable channels to practice
active listening.
ONLINE
CLUBBING
COMMUNITIES ,
A GOLDEN SOURCE
OF INFORMATION
V
The best digital strategy is one that gets to transfer the essence of the offline
experience to the online world, and at the same time one that makes the
online experience relevant in the offline world. The heart of electronic music
is the live event. You must capture the emotion and deliver it through
videos, images, possibilities of meeting people... In the opposite direction,
you should make sure that your most loyal digital fans feel cared for when
they visit your venue. Treat him/her!
REPRODUCE THE OFFLINE EXPERIENCE AND MAKE
THE ONLINE EXPERIENCE RELEVANT
T
Such is the user experience of millions of club fans, especially in holiday des-
tinations like Ibiza, Miami and Las Vegas. They visit the venue just once or
twice in summer, but the rest of the year they expect to obtain information,
entertainment and inspiration. To keep up the virtual relation, they should be
receiving much more than ticket sales and party posters. Keeping them
interested throughout the year demands all your creativity and interaction.
ONE DAY OF PHYSICAL PRESENCE PER YEAR…
AND 364 OF DIGITAL RELATION
U
The digital revolution we’re living has forced more mature sectors of the
musical and cultural industry –theater, publishing, museums, opera– to
seriously consider how to be and to behave on social media to reach new
audiences. The problem is they don’t always hit the target. For many years,
the dance scene has acquired a deep experience in addressing a young and
tech-savvy audience. Observing what clubs and other players of the EDM
industry do in this field could be very valuable to them.
MATURER GENRES OF MUSIC
AND ARTS HAVE MUCH TO LEARN FROM EDM
W
????
18

Many times, corporate
publications err on the side
of autism. They tend to talk just
about themselves. It’s easy to cross
the line and end up making pure
and simple advertising. Instead of
that, Amsterdam’s Trouw features
an attractive blog with interesting
articles on entertainment, leisure,
gastronomy... In addition to drive
traffic, an appealing publication
reinforces the brand’s image and
the club’s leadership.
Trouw
BEST PRACTICESBEST PRACTICESBEST PRACTICESBEST PRACTICES
TO BEGIN: HOW TO INFORM AND ENTERTAIN YOUR AUDIENCE
01
CREATE AN ONLINE LEISURE
AND TRENDS MAGAZINE ON
YOUR BLOG
Since 2003, the Pacha
Magazine is a legend in Ibiza.
Everyone with something to offer
on the island wants to be
mentioned in it. The club
distributes thousands of paper
copies, but you can also read it on
the Issuu platform and on the
official app. Another option would
be Scribd or direct download in
PDF format. Never mind, the key
is to make it available! Other clubs
also deliver magazines online, like
Warung and Guaba Beach Bar.
Pacha Ibiza
Guaba Beach Bar
02
PUBLISH A PRINTED
MAGAZINE BUT MAKE IT
AVAILABLE ONLINE Your fans expect you to tell
them stuff. An outdated
blog or news section conveys a
poor image. Instead, Fabric
London, posts two or three new
articles on their blog every day. No
doubt, Google will reward them
with a better search position. Only
one aspect to improve: allow
comments on the blog, so that
communication with fans can be
bidirectional.
Fabric London
03
UPDATE YOUR BLOG OR
NEWS SECTION FREQUENTLY
Ministry of Sound is a legen-
dary London venue, but it’s
also a record label. We know that,
when it comes to receiving news-
letters, we are very rigid. If we feel
invaded, we immediately label
them as spam. So this English club
offers the option to customize the
newsletter with club news or label
news or both. This way we get just
what we want.
Ministry of Sound
05
ALLOW TO CUSTOMIZE
YOUR STUFF, SPECIALLY
WHEN IT’S MAIL-BASED
Warung
This is one of the most
sophisticated and less
commented features on Facebook.
Reflecting your upcoming party
schedule on it will help users know
what’s on. It also gives the club the
option to send personal invitations
along with link to online ticket
purchase as a call to action. The
venue can choose which users will
receive the invitation, segmenting
them by age, gender, location...
Bootshaus
The Warehouse
SEEN AT...
04
KEEP YOUR EVENTS
SECTION ON FACEBOOK
UPDATED AT ALL TIMES
Footwork SEEN AT...
SEEN AT...
SEEN AT...
SEEN AT...
19

No format attracts as much
attention as video. It is the
quintessential viral format. But you
shouldn’t just produce lousy-
quality videos. Clubbers expect
their favourite brands to deliver a
professional product, with exclusi-
ve content, spectacular editing and
music that brings them back to the
dance floor. Quality is paid with
money. Interviewing a resident
DJs, a safe bet to obtain traffic.
06
CREATE A PROFESSIONAL
VIDEO CHANNEL ON YOUR
WEBSITE AND YOUTUBE
Sometimes, simple ideas are
the most effective. As a
promotion of their upcoming
events, some clubs record short
videos of the featured DJ speaking
directly to the camera and encoura-
ging viewers to go to the club that
day. Fans worship DJs. They’ll love
to be looked in the eyes.
Digital Newcastle
Zouk Singapore
07
GET YOUR STAR DJs
TO GET IN TOUCH WITH
YOUR AUDIENCE
No one comes to electronic
music with a desire to split
the atom. This is not quantum
physics, it’s all about fun and party.
Some clubs, including Echostage in
Washington or LIV in Miami, use
humor very smartly to promote
their parties. Create funny
vignettes, graphic jokes, memes or
sexy videos and spread them all
over Facebook and Twitter. Can
you figure out how many retweets
you’ll get?
Echostage
LIV
08
DON’T TAKE YOURSELF TOO
SERIOUSLY; USE HUMOUR
TO PROMOTE YOUR CLUB
A club’s fan wants more than
the official speech. They
know your slogans better than you
do. The Internet is a startling
channel to provide the user a
glimpse on what’s going on behind
the scenes. In their PR Diaries web
section, Sankeys Ibiza features a
gallery with pictures of the promo-
tional go-go parades that take pla-
ce every day on Ibiza beaches. A
kind of the making of... Amusing!
Sankeys Ibiza
09
SHOW YOUR BUSINESS’
BACKSTAGE TO YOUR
AUDIENCE The London club Cable, ran-
ked 61 in DJMag’s Top 100,
was forced to close in May 2013
when the landlord, Network Rail,
claimed the place all of a sudden. It
was a sad, unfair end to a presti-
gious brand. The club recorded
everything (the eviction, the police
breaking into the venue...) and
showed it on a thriving YouTube
video. The clip has summed up
over 65,000 views so far and keeps
the spirit of the club alive. Don’t
miss it!
Cable
10
TELL IT ALL, EVEN THE DAY
YOUR CLUB IS FORCED TO
CLOSE FOREVER
An aftermovie is a video
compilation of a party’s
highlights. Fans love it. To those
who were there live, it allows them
to relive the excitement. Those
who didn’t, get a glimpse of how
great it was. Clubs often announce
the release date to create buzz on
social media: Only two days left for the
most anticipated video ever...
Amnesia
Row 14
SEEN AT...
11
CREATE EXPECTATION
BEFORE THE RELEASE
OF AN AFTERMOVIE
SEEN AT...SEEN AT...
SEEN AT...
SEEN AT...
SEEN AT...Amnesia
Ushuaïa
Marquee
LET’S CONTINUE: HOW TO CREATE ATTRACTIVE CONTENT
THAT ROCKETS ON THE INTERNET
20

Millions of users are on
Facebook and Twitter, but
many others prefer less traveled
paths, like Pinterest, Google+,
Fousquare, SoundCloud,
Mixcloud, Flickr or Instagram.
Some clubs are present on all
platforms. They obviously occupy
every imaginable niche and convey
a hyper-social image, but it is
unlikely they own the resources to
deploy tailor-made strategies.
12
BE MULTI-PLATFORM,
BUT DEPLOY SPECIFIC
STRATEGIES ON EACH SITE
The official website must
clearly reflect the social
networks in which the club is
active and also should encourage
users to access them. In order to
permanently display these links
while the user browses the site
from page to page and scrolls, it’s
very useful to have a floating bar
featuring your social icons.
13
YOUR SOCIAL MEDIA
ICONS, ALWAYS VISIBLE
ON YOUR WEBSITE
The Italian club Cocorico, or
the Dutch Studio 80, have
decided to place their picture
galleries out of their websites. The
Photos link in the navigation menu
directs to Facebook or Flickr.
Although a link to an external
website should always be signaled,
it’s a great tactic to transfer traffic
from a 1.0 to a 2.0 environment
that you are attempting to boost.
Cocorico
Studio 80
14
PLACE YOUR MULTIMEDIA
RESOURCES ON
SPECIALIZED NETWORKS
British club Stealth has taken
a striking decision. Instead of
blogging on their official website,
they are located on Blogspot. They
don’t even have a customized
URL. What do you get with that?
Indeed, the blog is situated on the
blogosphere's main street.
Hierarchies are deleted and
everything seems much more
natural, more relaxed, innit?
Stealth
15
BE AT THE CENTER OF THE
BLOGOSPHERE: BLOGSPOT
OR WORDPRESS
A club lives off its events.
So why not put them in the
foreground? The cover image
update is not only informative. It is
also visually more dynamic.
16
DESIGN YOUR FACEBOOK
COVER PHOTO WITH THE
EVENTS OF THE WEEK
SEEN AT...
SEEN AT...
SEEN AT...
SEEN AT...
SEEN AT...
Amnesia
Ushuaïa
Pacha NYC
XS
Trouw
Space Ibiza
Privilege
Sub Club
Corsica Studios
Bootshaus
The Mid
Studio 80
Fuse
HOW TO MANAGE YOUR WEB AND DIGITAL IDENTITY
21

In Ibiza, there are two radio
stations offering 24 hours of
electronic rythms: Ibiza Global
Radio and Ibiza Sonica. They’re
part of the island’s dance scene.
Clubs and radios collaborate
closely to offer live broadcasts.
Through the radio waves and the
Internet, can you imagine the
potential audience you can reach?
17
COLLABORATE WITH
A LOCAL RADIO STATION TO
BROADCAST YOUR EVENT Obtaining a radio broadcast
licence is expensive and often
involves a bureaucratic nightmare.
On the contrary, the Internet is a
relatively cheap media at the reach
of your hand to air your musical
offer. Not only will you coolify
your brand reputation, but it will
also reinforce your role as a music
curator. You can install your radio
on an independent URL
(www.caboparadiso.com,
radio.studio-80.nl) or place it in a
pop-up window on your website.
18
LAUNCH YOUR OWN
ONLINE RADIO CHANNEL
Streaming your event with a
fixed camera on the DJ
booth allows those who haven’t
been at the club to enjoy it. It also
transforms the experience into a
product without boundaries. To
output audio streaming, Sankeys
Ibiza uses Digitally Imported
channel. For video, Cielo and
Guaba Beach Bar use Ustream.
BCM delivers video streaming
on their Facebook page by using
Livestream app.
19
OFFER VIDEO OR AUDIO
LIVE STREAMING
OF YOUR EVENTS
SoundCloud offers plenty of
formats to display the audio
clips to share with your audience.
You can embed a player gadget on
your web (Sankeys Ibiza, Guaba
Beach Bar), place it on a pop-up
(Surrender/Encore Beach) or even
show the available mixes on a
Facebook tab (Papaya, Sirena).
Row14 uploads complete dance
sessions every Thursday afternoon.
20
MAKE SOUNDCLOUD
YOUR MEETING POINT
WITH YOUR FANS
Many clubs (Cielo, Rex Club)
have podcasts sections at
their website. In them, you can find
recordings of recent parties,
proposals handed by the resident
DJ, eccentric proposals catched
over there... Just anything! Pacha
NYC also facilitates subscription
through the most popular services:
iTunes, Podnova, Newsgator,
Netvibes, Odeo, MyYahoo,
PageFlakes and iGoogle.
21
GIVE AWAY MUSIC
THROUGH A PODCAST FEED
ON YOUR WEBSITE
Much cooler than just
sticking the typical party
poster on your Facebook wall, you
give away really valuable stuff. Why
not hand your fans a podcast with
a preview of what your guest DJ
usually plays? Fans will be
delighted to receive some quality
material. If they like the remix,
they’ll want to go see it live. If not,
they’ll save the admission fee and
will appreciate the information.
22
PROMOTE A FUTURE EVENT
WITH A PODCAST BY THE
FEATURED DJ
SEEN AT... SEEN AT...
SEEN AT...
SEEN AT...
SEEN AT...
Cavo Paradiso
Studio 80
The Castle Club
Pacha NYC
Cielo
Rex Club
SEEN AT...
Pacha
Space
Ushuaïa
Amnesia
Privilege
Sankeys Ibiza
BCM
Sankeys Ibiza
Cielo
Guaba Beach Bar
Corsica Studios
Plan B
Space Ibiza
Sankeys Ibiza
Guaba Beach Bar
Row14
Papaya
Sirena
HOW TO CREATE AND DISTRIBUTE MUSIC
22

At Ministry of Sound TV,
the English club-label’s main
YouTube channel, they invite
young talents to submit their
mixes. Then the club residents
curate them and create playlists
where begginers’ demos mix up
with clips by established artists. A
brilliant formula for combining old
and new talent ... And to spot
hidden gems!
23
ENCOURAGE YOUNG DJs
TO SUBMIT THEIR DEMOS
Pacha NYC has created a
space on SoundCloud for
young DJs to submit their mixes.
The best ones are included in the
club’s podcasts. That way, they
become a magnet for new talent,
and also reinforce the brand’s
musical leadership.
24
AWARD THE BEST
TALENTS BY GIVING THEM
VISIBILITY
Dutch nightclub Studio 80
announces a DJ training
programme on their website. The
club’s residents teach it, which en-
hances the prestige of the course.
It’s a week-long and costs 125
euros. They make it easy to sign up
online and pay by credit card.
Being a DJ is as hip as it ever was.
The club is probably overwhelmed
by the the amount of applications.
25
ORGANIZE A DJ WORKSHOP
HELD BY YOUR RESIDENT
ARTISTS
SEEN AT...
SEEN AT...
SEEN AT...
Pacha NYC
Ministry of Sound
Studio 80
HOW TO ATTRACT TALENT TO YOUR BRAND
23

If you run a well-established
brand and your site gets a
fair amount of traffic, step up to
e-commerce and monetize the
attention you get. Selling tickets
online may involve a little
investment to adapt your customer
management software. If you are
persuaded that your brand
addresses a global audience, offer
worldwide item delivery.
26
SET UP AN ONLINE STORE
FOR TICKETS, GIFTS
AND CDs There are dozens of simple
applications to install a
tickets e-commerce tab on
Facebook. Eventgenius, Skiddle,
Electrotub, Favorous, Paylogic and
Wantickets are just some of the
many the analysed clubs use.
27
SELL CLUB TICKETS ALSO
ON FACEBOOK
Tao Beach Club’s website, in
Las Vegas, offers the
opportunity to purchase gift cards
from 50 to 500 dollars to spend in
the club restaurant, a staggering
Asian bistro. The recipient gets a
nice digital postcard detailing the
generous amount of the gift. It’s a
good idea to transform a visiting
experience into a tangible product.
Tao Beach Club
28
ALLOW ONLINE GIFT CARD
SHOPPING TO BE USED AT
YOUR CLUB
In London, Fabric London
has created Fabricfirst, a
membership card that, from 5
pounds a month, makes it easier to
enter the club, offers access to
premium online content and even
entitles the member to receive a
CD every month. Combining
analogue and digital benefits is a
sound strategy to engage fans.
Fabric London
31
A MEMBERSHIP CARD WITH
ONLINE AND OFFLINE
ADVANTAGES
SEEN AT...
SEEN AT...
SEEN AT...
SEEN AT...
Space Ibiza
Amnesia,
Papaya
Cocorico
Space Ibiza
Sankeys Ibiza
The Warehouse
Bootshaus
Marquee
The Mid
Pacha NYC
Air
HOW TO SELL ON THE INTERNET
24

Ibiza offers much more than
nightclubs. It’s a natural
paradise. During Summer 2013,
Pacha intended to pack Twitter
with inspiring photographs of the
island. They created the hashtag
#myEPICApic, which refers to
one of their season parties, Epica.
The idea obtained a fantastic
reception. The winning photos
were displayed on Facebook and
authors were awarded tickets,
branded gifts and CDs.
29
REWARD THE BEST IBIZA
PHOTOS SHARED
BY CLUBBERS
DJs are the rock stars of to-
day and social networks allow
a higher level of interaction than
anytime before in history. Pacha
organizes Twitter interviews with
some of their star artists, such as
Guy Gerber or DJ Sneak. Online
dialogues create valuable synergies
by connecting the artist’s fanbase
with the club’s followers. The in-
terview is hosted on the artist’s
account, not on that of the venue’s.
30
ALLOW YOUR FANS TO
INTERVIEW YOUR STAR DJs
ON TWITTER
Madrid-based club Fabrik has
a strikingly active Twitter
community. In summer 2013, they
encouraged their followers to tweet
I wanna go to #1996FABRIK, in
reference to the name of one of
their events. Users also had to
change their profile picture and
upload the official party logo
instead. The reward: tickets to
enjoy the show.
31
MAKE YOUR CLUB A
TRENDING TOPIC THROUGH
A CONTEST
Californian club The
Exchange uses an amusing
Facebook application called
wesawit.com. It collects on a single
screen diverse user-generated
content published on different
social sites. The app gathers
pictures and videos posted on
Instagram, Twitter, Vine, Flickr
and YouTube under a given
keyword or hashtag.
The Exchange
32
SHOW USER’S CONTENT ON
YOUR FACEBOOK PAGE
The social media allows to
put millions of anonymous
users on the map. They give us a
face and a voice. Very often, that’s
the single reward that we the
Internet users intimately seek.
Facebook apps like Fangager or
Booshaka measure user participa-
tion (likes, shares, comments) and
draws up a ranking to designate the
Weekly Top Fans. It’s a cool
competition that encourages
participation.
33
REWARD YOUR MOST
ACTIVE FANS BY GIVING
THEM VISIBILITY
SEEN AT...
SEEN AT...
SEEN AT...
SEEN AT...
Pacha
BCM
Green Valley
SEEN AT...
Pacha
Fabrik Madrid
HOW TO STIMULATE PARTICIPATION
AND USER-GENERATED CONTENT
25

In spring 2013, Ministry of
Sound had a remarkable
success with a fantastic online-
offline campaign. They encouraged
fans to submit Twitter and Insta-
gram photos and videos taken at
the club. They used the hashtag
#mosmoments. They amplified
the initiative with billboards on
Tube stations. Its impact was
enormous. Images of users are
displayed on the web and the best
ones were awarded VIP nights.
34
LAUNCH A CAMPAIGN
TO COLLECT PHOTOS
TAKEN AT YOUR SITE
Everyone of us go out
clubbing with our
smartphone in our pocket.
Therefore, we already have the
technology. Sometimes all we need
is a reminder to share what we see.
In Las Vegas, Surrender/Encore
Beach has a giant panel with Face-
book, Twitter and Instagram’s lo-
gos installed next to the DJ booth.
A subtle call to action, huh?
35
MAKE YOUR SOCIAL ICONS
VISIBLE ON THE DANCE
FLOOR
It’s simple, cheap and
extremely effective. At Pacha
Ibiza, customers often queue to
enjoy one of the venue’s major
appeals. Booze? Nope! Getting a
photo taken as if they were stars in
front of a panel with the logos of
the brand. Like celebrities in a
Hollywood photo call! In Ushuaïa,
stunning go-go dancers allow being
photographed with customers. Like
posing with Mickey Mouse at
Disney World!
36
LET YOUR CLIENTS FEEL
LIKE CELEBRITIES DURING
A PHOTO CALL
In 2011, Ushuaïa partnered
with Facebook to test a new
technology that allows you to post
pictures and your location without
pressing a key. By using a bracelet
equipped with a RFIP chip (Radio
Frequency Identification), users
automatically access their profile
through terminals installed at the
venue. This way they can share
their clubbing experience with the
world right from the dance floor.
37
PILOT EXPERIENCE OF
FACEBOOK PRESENCE
WITH CHIPPED BRACELETS
SEEN AT...
SEEN AT...
SEEN AT...
SEEN AT...
Ministry of Sound
Pacha
Ushuaïa
Ushuaïa
HOW TO ENCOURAGE CUSTOMERS TO SHARE ONLINE
THEIR CLUBBING EXPERIENCE
26

Brazilian venue Miroir has a
fixed photographic terminal
installed in one of their rooms,
named Miroir Magique. It has been
developed by Visualface.
Customers can get photographed
and the pic is automatically loaded
on the club’s Facebook page.
Upon returning home, customers
are encouraged to like the page
and then see their photo.
38
INSTALL A FIXED PHOTO
TERMINAL THAT
PUBLISHES ON FACEBOOK Pacha gives away a download
of an exclusive album to all
new newsletter suscribers. At
Pacha NYC, gifts might consist of
VIP tables, tickets, backstage
passes and fancy headphones.
39
GIVE AWAY GIFTS TO
NEWSLETTER SUSCRIBERS
XS raffles a trip to Las Vegas
among new users who like
the page. Such initiatives are
positive for increasing your
fanbase's gross size, but it doesn’t
guarantee quality users or
durability. In Tokyo, Womb offers
their new Facebook fans 2FOR1 at
their restaurant.
40
RAFFLES AND DISCOUNTS
FOR NEW FACEBOOK FANS
Through PunchTab, Pacha
NYC draws gifts for
readers who share blog posts on
their social profiles. It’s a very
visual and easy-to-use application.
Pacha NYC
41
PROVIDE INCENTIVES FOR
BLOG SHARING
SEEN AT...
SEEN AT...
SEEN AT...
Miroir
SEEN AT...
Pacha
Pacha NYC
XS
Womb
HOW TO OFFER THEM INCENTIVES TO BECOME FANS
OR SHARE CONTENT
27

Let’s stop considering social
networks as mere channels
to send messages. Asking good
questions and listening is by far
more important. On their website
and also on Facebook, Brazil’s
Sirena asks their community about
who they would like to see at the
venue. The options are Armin Van
Buuren, Steve Aoki, Alesso, Calvin
Harris and Boris Brejcha. An
initiative both simple and smart!
42
ASK YOUR FANS WHAT DJs
THEY WOULD LIKE TO SEE
AT YOUR VENUE
WhatsApp and Line, its
Japanese competitor, are
rocking the quick message app
scene. Neither Facebook nor
Twitter. Nothing is easier or faster
than sending a txt, right? Tokyo’s
Womb venue features a channel on
Line to answer questions and solve
doubts... One-on-one, free,
immediate communication.
43
USE WHATSAPP OR LINE
AS CUSTOMER SUPPORT
CHANNELS Don’t waste money on
newspaper ads. When you
need to recruit, just get to your fan
community. Post your job offer on
Facebook and Twitter. That way
you make sure that you’ll be recei-
ving enthusiastic candidates who
already know and value your brand.
44
SELECT YOUR CREW
FROM YOUR FANBASE
SEEN AT...
SEEN AT...
Sirena
SEEN AT...
Digital Newcastle
Womb
HOW TO LISTEN TO YOUR AUDIENCE
28

Venues should be aware that
they are part of a global
music phenomenon. A clubber is a
person that loves to travel
and, just as important, has the
purchasing power to do so.
English is a must for communica-
ting worldwide, but the more
multi-language you get, the
broader an audience you will reach.
In Montreal, Stereo club features
its website in English, French,
German, Spanish and Japanese.
45
MAKE YOURSELF
UNDERSTOOD: MULTI-
TRANSLATE YOUR WEB
Russia is an emerging
destination for the electronic
music industry. Ibiza’s luxury and
party offer is really successful over
there. Every year, there are more
and more Russians on the island,
particularly rich guys eager to
spend filthy sums of money.
Ushuaïa Beach Hotel has identified
them as a priority market and
features a website in Russian as
well as in Spanish and English.
46
IN IBIZA, RUSSIAN IS THE
EMERGING LANGUAGE:
USE IT!
SEEN AT...
Stereo
SEEN AT...
Ushuaïa
WE ARE GETTING CLOSER TO THE END…
HOW TO ADDRESS A GLOBAL AUDIENCE
29

A venue is as big as its
brand’s reputation. Glamour,
fun and style are valuable intangi-
ble assets from which to explore
sponsorships and partnerships.
Ushuaïa has partnered with
Mercedes-Benz to launch the
Smart ForTwo Ushuaïa. Together
they create dazzling digital and
analogue synergies. They stream
club events on the featured
website (www.smartushuaia.com)
and the whole campaign ensures
tons of buzz and publicity.
47
TEAM UP WITH A LEADING
BRAND TO DIVERSIFY
ADVERTISING EFFORTS
DJs are the undisputed stars
of the electronic scene, way
above the venues. Their opinion is
more influential than what
reporters or promoters may say.
You should display prestigious
testimonials on your website,
showing what artists think about
your club. Brazil’s Green Valley
shows the views of Armin van
Buuren, Carl Cox, Erick Morillo,
Fatboy Slim, Steve Angello...
48
SHOW OFF WHAT THE BEST
DJs IN THE WORLD ARE
SAYING ABOUT YOUR CLUB
In Cyprus, Guaba Beach Bar
features a web gallery
displaying dozens of pictures of
fans who have tattooed the club
name and logo. That’s what we call
eternal love!
Guaba Beach Bar
50
TELL EVERYONE ABOUT
THE CRAZY FOLLOWERS
YOU HAVE
In the mecca of cinema,
The Exchange club has
found a creative formula to
promote themselves. They offer
online their venue as a film loca-
tion. So far, their premises have
been used in shows such as The
Mentalist and CSI: Miami, in Snoop
Dogg music videos and in films
like The Social Network.
49
OFFER YOUR NIGHTCLUB
AS A MOVIE OR TV SHOW
LOCATION
SEEN AT...
SEEN AT...
SEEN AT...
SEEN AT...
Ushuaïa
The Exchange
Green Valley
HOW TO PROMOTE YOUR BRAND
30

If you have some spectacular
facilities, you have to show
them, baby! And not only with
photographs. Virtual tour techno-
logy is the most similar thing to a
real experience that the Internet
can offer. Use it!
51
VIRTUAL TOUR OF THE CLUB
ON YOUR WEBSITE
Theaters and sporting venues
have used this technology for
years. Now it’s coming to the
world of nightclubs. VIP clients
like to choose and are willing to
pay for a good location: close to
the dance floor, in front of the DJ
booth... An interactive plan makes
this operation quick and easy.
52
VIP TABLE SELECTION
USING AN INTERACTIVE MAP
Foundation Seattle offers the
oportunity to sign up online
for the guest list, both individually
and in groups. The venue uses a
software called Venue Driver, a
complete access management
dashboard that enables to make the
most of the available space.
53
ONLINE SIGN UP
FOR THE GUEST LIST
In the field of high technolo-
gy, Ushuaïa seems to be
determined to always stay ahead.
The venue offers PayTouch,
a fingerprint payment technology
developed in Spain. Access is
granted by a biometric reader
where the consumer places two
fingers. The entire identification
and payment process takes just 5
seconds, and is 100% secure.
Ushuaïa
54
PAYMENT BY SECURE
FINGERPRINT
IDENTIFICATION
You’re one of Ushuaïa’s resi-
dent DJs and you have a pro-
mising career before you. If you
give your all at the booth, the
crowd will go crazy and you’ll get
promoted until you get to the main
stage. This is the topic of the
videogame released in Summer
2013. It is available on Facebook,
Android and Apple. It offers real
prizes for the best contestants.
55
A VIDEOGAME THAT TURNS
YOU INTO THE HOTTEST
IBIZA DJ
SEEN AT...SEEN AT...
SEEN AT...
SEEN AT...
Ushuaïa
SEEN AT... Foundation Seattle
Privilege
Rex Club
Marquee
XS
WE ARE ABOUT TO FINISH... HOW TO USE TECHNOLOGY
TO IMPROVE THE USER EXPERIENCE
31

It’s not just about making
money. We should also leave
a positive mark on your way
through the world. The Brazilian
club Sirena promotes a charitable
campaign on their website: you can
get two free tickets if you donate
one kilogram of food in favour of
those living in poverty. Music at
the service of a good cause!
56
GIVE AWAY TICKETS IN
EXCHANGE OF CHARITABLE
DONATIONS
Most people associate
electronic music with wild
party. However, in the heart of
Europe, it has common roots with
experimental arts and urban
cultural expressions. In Amster-
dam, Trouw club has started the
De Verdieping foundation, whose
aim is to promote new forms of
artistic expression, photography,
film and experimental arts. In the
same city, Melkweg club is part of
a cultural institution that includes
spaces for theater, photography,
cinema, exhibitions and media art.
57
USE THE BRAND PRESTIGE
TO PROMOTE ART AND
CULTURE
SEEN AT...
SEEN AT...
Sirena
Trouw
Melkweg
WE'RE DONE! HOW TO COMMIT TO OUR SOCIETY
32
????
Is there anything missing?
How can we improve?
This study is a work in progress.
We have ellaborated this guide to
best practices with positive
experiences that we have collected
both in front of the the screen and
on the dance floor. We surely have
left many good ideas unmentioned.
Do you want to submit yours?
INFO@WOOMEDIA.ES

www.woomedia.esDIGITAL COMMUNICATION & PUBLIC RELATIONS
WORLD’S TOP 100 NIGHTCLUBSWORLD’S TOP 100 NIGHTCLUBSWORLD’S TOP 100 NIGHTCLUBSWORLD’S TOP 100 NIGHTCLUBS
& SOCIAL MEDIA& SOCIAL MEDIA& SOCIAL MEDIA& SOCIAL MEDIA
Ibiza, 20th September 2013
Study conducted by
Ibai Cereijo
Founder & CEO of Woo Media
@ibai_c
Contributors
Laura San Martín
Garazi Serrano
Layout & infographics
Woo Media
Cover image
Musical Freedom
Acknowledgements
Javier Celaya of dosdoce.com,
for his editorial guidance
This study has been published under a Creative Commons ’Attribution-NonCommercial-NoDerivative license’; the work may be copied and
distributed by any other means provided that its authorship (Dosdoce.com) is credited, it is not used for commercial purposes and is not
amended in any way. The full license may be viewed at: http://creativecommons.org/
Woo Media is a Bilbao and Ibiza-based company
founded in Spain in 2012. We are dedicated to helping
clients who need to spread a message and rely on
creativity and experience to obtain success. We feel
comfortable in all leisure and entertainment-related
sectors. Music, live events and sports are our natural
habitat. We like to observe consumer behaviour in
order to find the most efficent channels and to shape
the right messages to reach him/her. We use public
relations (media liason, event planning, lobbying) and
new digital media (websites, blogs, social networks).
We master technology, but our approach is not
technological. We are natural-born communicators.
We enjoy talking to people.
C’ESTC’ESTC’ESTC’EST FINIFINIFINIFINI
HAVE YOU ENJOYED THIS STUDY?
HAVE YOU BEEN ENTERTAINED?
HAVE YOUR LEARNT ANYTHING USEFUL?
IS THERE ANYTHING YOU DON’T AGREE ON?
DO YOU WANT TO DISCUSS IT?
DO YOU WANT TO LEARN MORE?
CONTACTCONTACTCONTACTCONTACT USUSUSUS!!!!
+34 658 703 711
INFO@WOOMEDIA.ES
@WOOMEDIA_ES
33

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