Red Bull Revolutions In Sound (The EDF London Eye) Q&A with ‘Cream’

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Promoters take note, always been searching for that unique spin to give your budding club night that unique twist, well Red Bull Revolutions in Sound have taken it to a whole new level by hiring the iconic ‘London Eye’ and hosting 30 simultaneous club nights, each with their own pod. Admittedly hiring the London Eye might be a stretch for most promoters, however this event is celebrating those innovators who have stepped out against the flow and forcible changed the course of electronic music and clubbing . Over the next few weeks we will be delving a little deeper into the philosophy, passions and motivations of clubbings game changers. So far we’ve had ‘London Warehouse Events‘, ‘Jah Shaka Sound‘ and ‘Metalheadz‘ in the hot seat. Next up house legends ‘Cream‘, talk overgrown ego’s, people who like a good moan and still getting goosebumps for new music 20 years on from when they started.

No history of house music can be go without mentioning Cream in the same sentence. For more than a decade, it attracted over 3,000 people every week to its Merseyside home, Nation. House heavyweights like Paul Oakenfold, Paul van Dyk, Carl Cox, Sasha and Roger Sanchez would unleash the biggest hits, with clubbers turning up by the coachload from around the country. Cream has since become a global household name, with a compilation series, an annual festival (Creamfields) and franchises across the world. It now stages an immense 100 events annually, from Australia to Argentina, and its Ibiza residency at Amnesia is the longest running UK club night on the party isle.

BBB: What was it that inspired you to enter the unpredictable world of putting on parties, and why do you think ‘Cream’ became such an iconic clubbing brand?

Music and fun inspired us to get involved with the foundation of Cream . We wanted a place we had full control of without the often unpredictable bs that comes with dealing with venue owners and their over grown egos . Cream started out as a place for friends and family and so it grew and grew until suddenly the term ‘super club’ was born . Realising that a logo and advertising are both important was something that helped Cream to be internationally known , but a combination of quality programming and the essential ingredient of a brilliant up for it and loyal following built a titan .

BBB Many nights fail as quickly as they start; what do you believe are the biggest challenges for a night to become and remain successful (changing trends, competitors, an ageing audience etc.)?

To remain successful you need to have your eye fully on the ball,so working hard to maintain your position helps tremendously

BBB If your party hadn’t been successful what do you think you would have done instead? Personally party organizing got me away from a career in insurance underwriting…

I’ve been DJ-ing long before Cream and continue to this day . I still get goosebumps when I hear a new tune and love playing out . When I co-formed Cream with James Barton and Darren Hughes I was already making a living as a DJ

BBB Clubbing & electronic music in general is very much in transition, with MP3’s, streaming, the global credit crunch and EDM all impacting the way we consume music both in a live and personal context. Traditionally clubbing and club music was an underground movement, a liberating escape for many, however it is fast becoming an exploitable global commodity. What would you like to see change in club culture (if anything), and how would you like to see it evolve over the next few decades?

Progress is essential to keep the flow going , not everyone will like changes going on , but then you can never please everyone all the time and some love a good moan .The underground mostly becomes the overground and if you look around you’ll always be able to sniff a good club out . Everything finds it’s gravity , I’m open to whatever progresses on . What I’d like and someone of 20 will like can differ heavily and for things to move forward the 20 year olds need to make it happen like we did back in the day .

BBB If you could raise from the dead one piece of clubbing nostalgia, what would it be? For us it would be a late 80’s/early 90’s rave, as it was before our time

Nothing , I firmly believe in respecting the past and looking to the future . A large pre-Cream part of my career that I’ll never forget is the amazing atmosphere at Quadrant Park . Every rave lover should check this video out ‘Quadrant Park (1990) – N-joi Anthem

Words by Andy Carroll (Co-founder Cream)

Thanks for your time,

Jon E Cassell (Blah Blah Blah)