Promoter Focus: Content

We shine our promoter spotlight on Manchester’s premium techno and house event Content, which is preparing its final extravaganza at Joshua Brooks featuring Josh Wink this Friday. We catch up with the guys behind the now legendary night to find out how it all started, get a feel for what they’re all about, and discuss some of their proudest moments.

Can you remember where you were, who you were with when you decided to put on a club night? How did Content come about?

It is something we had been talking about doing for a long time. And then, in around August 2009, the time suddenly felt right. We felt there was a gap in the market that Content was able to fill. A night that was all about the music and the atmosphere- like parties used to be. It seemed that an amazing atmosphere at parties was becoming less and less important and we wanted to put a stop to that! Two months later, Content launched with DJ Rolando at The Roadhouse.

How did you come up with the name?

That's a long story... I think we went through about 100 different names before we settled on that one! We wanted it to be short, snappy and memorable. In the end we settled on Content as it has a nice double meaning to it. We like to think that we play music with content (which is also the name of our label), which will make you dance till your heart's content!!

How long did you think it was going to last!?

Haha! I think before we started we thought we'd probably only last one night! There has been a few times over the past few years when we have questioned our future. Mainly in the first year. I think establishing yourself in your first and second years is the hardest challenge for independent club promoters- but if you keep plugging away, receive the right support and, most importantly, dare to be a little bit different, you can make something that will last.

Octave One @ Content

How would you describe the atmosphere and vibe of Content? What makes it different from other nights?

I think the atmosphere is what sets Content apart from other nights. There's a real mix of people in there, from all different backgrounds and age groups, but they all have one thing in common: they go absolutely crazy on the dancefloor! We've been to many club nights between us over the years and we all have to think back a long way to come up with an example of a night that goes off as much as Content does. I think seeing the crowd having the time of their lives out there every month is the thing that has driven us on over the years.

How has the club night evolved since it started out?

It's hard to say, as the evolution has been such a gradual process over time. I think we've all just got a little bit better at what we do, and putting the nights on seems less like hard work these days. There are times when it still gets stressful, but luckily those are few and far between. I think if you'd have told us when we started up that we'd be where we are today having had the DJs we've put on play for us, we would've laughed at you and called you a mentalist!

Who have you particularly enjoyed having over the years?

Very tricky! We've had some massive names... some of whom are legends and personal heroes. All the parties and guests have been memorable for different reasons, but if I have to pick one guest that really stood out, it would be Kerri Chandler. He's someone who we all respect massively and he's such a sound and down to earth person. He's absolutely at the peak of what he does. He puts so much effort into making sure his shows are 100%, and even decided on the night to play for the full 6hrs- which was a great help to one of our residents, Eddie Leader, who was struggling to get prepared in time for the gig as he was on his way back from Ibiza! Also, at the time that we all became friends, we bonded over a mutual appreciation of Derrick Carter so getting him on was also something of an ambition achieved. And to have all of the “Belleville 3”, the creators of techno, on was something of a coup!

Kerri Chandler in the Boiler Room

What has been your highlight so far?

As I said, there have been so many memorable parties, for different reasons. I just think that the real highlights of putting these nights on are when the door shuts at 2am, the club is rammed full and going off and we look out from the DJ booth over a packed dance floor of happy, smiling faces. That's the reason we do this and each party always feels like a great achievement for this alone!

Being recognized for what we do by being nominated for Best UK Club Night in DJ Mag in 2011 was also a great feeling on a slightly different level!

How do you go about booking acts? What do you look for in a headline artist?

All our artists have one thing in common – they are acts that we all respect and we enjoy their music. We have never booked anyone because they're about to blow up, are trendy, or solely because they'll pull in the numbers. For us, it has to be someone who we know will play top quality music that all of us would go to see if they were playing somewhere else.

What can we look forward to with your last edition at Joshua Brooks? Was Josh Wink a special booking for the night?

Well, Josh is arguably one of the biggest names to have ever been to Joshua Brooks and the last time he played, the vibe was absolutely ridiculous! So what better way to bring our time at JBs to a close?! I guess it might be a bit emotional as we've had some fantastic nights in that rave cave over the past few years and I can guarantee that the atmosphere in there will be something very special that you probably won't experience anywhere else....

What’s next for Content?

Hmmm... Watch this space...

Thank you!

Dont miss out on their last Joshua Brooks Party - Grab your Josh Wink at Content tickets here.

Tickets are no longer available for this event