Incoming Sounds For '07
How To Keep Patrons On the Dance Floor

The adage that dancing to the beat of a different drum derives greater pleasure has become applicable to the club scene, or so the alterations made to in-house music throughout the last year would have you believe. As 2007 approaches, many operators are leaping into the unknown, testing the waters for the latest — albeit transient — changes in sound, and closeting those stale genres to which people no longer jump and jive. Predictions on profitable in-house music for the upcoming fiscal year might vary from venue to venue, but there are still concrete, reliable methods to make nightlife at yours as lively and danceable as the most posh clubs around.

The Same Old Song
    It’s true that many nightclub owners are tossing out old formats and beginning anew, but some styles refuse to die. When in doubt of what’s hot, it’s best to look at the overall picture for new ideas. “Hip Hop continues to be the dominant style in many dance clubs,” says Wyatt Magnum, President of CMS and Magnum Music Group. “I don’t see this changing much in 2007.” The genre is a crowd-pleaser at clubs spanning the nation.
    Magnum also is seeing a return “to more danceable Rock-based music,” and the emergence of “low BPM Hip Hop…referred to as ‘Snap.’’ Julian Wright, Founder of The Library Bar and Grill in Tempe, Ariz., has seen the reemergence of the former genre as well. “The trend of mixing in Rock,” he says, “has become very popular and still is. I think the Rock (and) Hip-Hop mix is making its way deeper into the club culture.”

Liven It Up
    What is in dire need of direction, Magnum says, is the leniency given to in-house DJs and their control over what’s played.  “Management must take a more active role in managing their DJs and music formats. Relying on your DJ to supply all of your music,” he says, “is a huge mistake. Every club should own a base music library that is updated monthly. You can’t play just one kind of music all night long and remain successful for too long.”
    Because operators can never predict the preferences of their audience, it’s important to keep variety on hand at all times and occasionally modify the lineup to satisfy any crowd. Wright is seeing the same habitual rut in his locations.
“Sometimes,” he says, “the crowd is different and reacts differently to the music. The DJ needs to feel that and play accordingly.”
    As for powerful music that’s packing clubs, Magnum says he’s witnessed the mounting popularity of “smaller spaces and lounges using more live entertainment to establish a point of difference for themselves and to cater to a more mature audience.” Wright, too, says live music venues are faring well as rock regains its stronghold.

Sights And Sounds of Tomorrow
    Both gentlemen envision video technology being the next giant step in the industry. “Operators would be wise to invest in the new video players … and flat-screen technology,” Magnum says. “The costs keep coming down, making it very affordable.” Wright, meanwhile, praises the latest equipment for ease of operation and popularity. “Anyone can operate the system; you get video with every song which provides additional entertainment, and they can be used by a live DJ as well.”                                           NCB