EDC Founder Pasquale Rotella Doesn’t Want To Book Big DJs Anymore

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“I don’t want to be a promoter. My passion is not selling tickets and making money. I want to create an experience. You don’t need to book the big acts who sell out arenas.”

Electric Daisy Carnival founder Pasquale Rotella scared artists and agents, and got fellow event promoters all ears this past Thursday, by declaring that his interest in booking famous DJs was weakening, reports Billboard.biz.

“Our strategy moving forward is we don’t want to book the [big] guys,” he said on the An Agent and Five Promoters Walk Into a Room panel, during Day 2 of EDMBiz.

“Tours are a new concept for DJs,” he said. “The Swedish House Mafia show at Madison Square Garden was pretty awesome, but there’s only going to be a handful of DJs who can pull it off.”

Rotella spoke about the Insomniac Discovery Project, which grants unknown DJs coveted time slots on EDC stages, based on 30-minute mixes. The contest, launched this year, was judged by Rotella. While he spoke about the quality of the submissions, Flask – talent booker for Detroit promoter Paxahau’s revered Movement Electronic Music Festival – interrupted.
“Are you going to do a stage with these people?” he said. “You can’t just do a party with people no one knows about.”

But Rotella didn’t back away from his position, which was reflected in a long tome sent to artist reps on Wednesday night, reinforcing that EDC’s team of 500 performers were free to jump on stage at any point in their sets.

“The DJ is important and has a job to do, but I want the budget to bring in art and production,” he said during the panel. “We balance through negotiation. They get higher fees somewhere else, but they feel our shows are special.”

Rotella also declared earlier this week being interested in building an adult Disneyland – which sounds like an ambitious yet awesome project.
“Fairgrounds are built for fairs, racing tracks for racing, arenas for sports, so for me, that is something: An adult Disneyland for what I do. I’d rent it out to other producers; I would focus on dance music. Just to create the ultimate experience in a venue.”

Remember, it’s all about the experience.

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