Often in this business we have the opportunity to talk with people who have written their small, personal page of history, but without making too much “noise”. They are those who “pull the strings” and often they prefer to leave the spotlight to their own creations rather than to themselves. It ‘s the case of the Arnau family, true forerunners of a certain type of clubbing in the Iberian peninsula and owners of renowned venues such as Florida135 and Row14 and, last but definitely not least, the famous Monegros festival, which is held annually in the desert and has become a reference point for all the european clubbing scene. Just a year ago thousands of fans, artists and experts gathered around the family for the death of its dean, the 85 years old Juan Arnau Ibarz, also friendly called “El abuelo techno” because of the innovation that has brought with its insights into the Spanish scene. We had the opportunity to have a chat with Juan Arnau Lasierra, which has since a long time the family inheritancein his hands and that has well-rounded told about his life and projects: starting from another (successful) edition of Monegros and his twentieth anniversary coming next year, up to the fate of the Row14 in Barcelona, Arnau family’s most recent gem, which, unfortunately, has announced its final closure on October 6, behind which there are big questions and much regret, especially by those that have lived and loved with passion that venue.
Can just your surname tell much of your story or is there something interesting that you want to tell us about your musical growth? Which was your first encouters with music and business?
Juan Arnau Lasierra. I remember my father taking me around Florida135 (our first club) when i was really young, and I remember seeing from my window the carpark from the club completely full of cars, buses and people coming from everywhere around spain (thats when I realize that what we had done in Fraga was much ahead of its time and what my father had done was quite unique. No one was playing techno in Spain at that time…) When I turned 14 I started going to Monegros and Florida135 every Saturdays so from a very early age I got exposed to electronic music and techno!
Being called Arnau in spanish night’s entertainment is not a small thing. Being part of a family that founded and directed some of the most famous clubs in the country (as well as festivals like Monegros) is a heavy legacy to carry on your shoulders or it facilitates the whole job?
To be honest its quite difficult, its quite a heavy load on your shoulders . In the end you feel much more pressure to do things right, you try to do everything the best you can to show that you can do things well. I try to keep on learning and making things better, but its not an easy industry. Its constantly evolving so you have to be very always on point.
The latest edition of Monegros took place a few weeks ago, getting another announced sold out thanks to the many names which featured live acts like Underworld and Public Enemy. Which were your favourite performances?
The Bloody Beetroots Live is always quite a show – I think they found a great way for an electronic band to do a live show. Vitalic and Feed Me for their visuals and Public Enemy cause its a classic.
Within the festival there was also a tent called “Meet the Artist” where people could get a autograph and take a picture together with their heroes in exchange for an offer to support Bridges for Music. How has the collaboration between you and this organization started?
I lived for one year in Cape Town South Africa. Valentino who is spanish but live in cape Town as well is a good friend of mine and he told me that he was creating this great project and that he wanted to do something at Monegros. So we tried to help him set up a stand and contact all the artists and see if they would be up for it. To be honest we did not have much time to organize it cause we had so much more stuff to deal with for the festival but luckily most of the artists were quite receptive and wanted to do it.
After all these years, what is the key to maintain Monegros always at the top of the European festivals’ scene?
Continuous change and evolution, the drive to surprise people no only regarding the artists that we are booking but also the venue and all you can do with it (decoration, stage design, stands), art performances etc…. The idea is to mix for 24h in the middle of nowhere with people from all over the world and have a good time. People make the festival incredible – they are the most important part of the equation!
Next year will be the 20th anniversary of Monegros. What are your expectations for the future of the festival? Will you keep the original format or you will seek some new aim to improve it?
We want to do something special, we always try to do thinks better and better every year, so we will try to surpise people again!
For the third year your absolute gem, the Row14, had a dedicated stage inside Monegros. How were you able to convey the great spirit of fun and light-heartedness that permeates the walls of the venue in Barcelona?
Actually its quite hard because Elrow is a closed venue so its easier for us to come up with a concept, decorations and performances.. so to take it to a much bigger format which is a festival it is quite hard… but for example we had the chance to meet this artist from South Africa who design stages decorations that we really loved so we included it to Elrow stage to give it a special feel… and we also get companies to perform as in the Row… I guess what also makes Elrow Stage special is the residents of the club, they worked hard for 4 years to get the loyalty of the crowd.
Just about the Row14, opened in 2009 and now become a fixed point in the European clubbing, in these days you announced its final closing on October 6th. I’d like to ask what were its origins. Was it born just as an after for the Florida135 or did you want to create something alternative for the city?
My family came to Barcelona 10 years ago and we were already looking for a special place to do something in the city of Barcelona. It took us a while but we found in Elrow what we were looking for something special, a little bit magic mixing music, theater, performances, just trying to give our clients the most unique experience… every event should be something different in a way…
Which are the reasons behind this end? Your words in the press that looked more like a “see ya” than a definitive goodbye. Can we expert to see Row14 maybe in another venue?
Yes, maybe, we never stope thinking, creating, and looking for specials things to do. We will continue “Elrow On The Road” outside of spain (Uk, France, Italy, Holland) for special events and at festivals and also every summer in Ibiza, this will continue. But unfortunately we won´t be continuing in Viladecans… where it all began.
I have personally experienced some wonderful moments in there. Once I even arrived directly by plane early in the morning and returned in the evening at home after the party. I have noticed the constant presence of clubbers coming from abroad. Being visited by so many foreigners during the year does make you proud of what you have created?
Yes its something special and unique. I have to say that this has been done thanks to all the people that have worked on the project – in the office and in the venue… A lot of effort by a lot of people. We could not have done it without the great team behind. But it was great to see people come from everywhere around Europe and sometimes all around the world and have fun all together in one place under the sun.
You have also created a weekly El Row night at Privilege, Ibiza. How did this collaboration come about?
We started 2 years ago, the director of Privilege at the time called us and offered the new room for a weekly event. We like the room a lot and it had a good capacity not too big not too small. Perfect to start a beautiful adventure on the white island.
The resident djs of Row14 have now become famous and they have played all around the world. Do you feel particullary proud to have offered space to local talents and making them world famous stars?
We did try to help them by giving them the opportunity to showcase their talents in our venue on a weekly basis, we gave them a platform to express themselves but the rest of the work came from them… they worked hard had home, in their studios, producing etc… and more especially every week to conquer the public.
Of course, in addition to the residents you also host many international guests. But I noticed that there is not a real musical target, so what requirements should have a dj to be invited to play at Row14?
At Elrow, we try to be open minded in terms of music, we don’t want to close ourselves to only one style of music. We look for any kind of artists that can connect with our public and keep their happy and dancing.
What are your plans for the future? Is there anything you would like to reveal to us about it?
We always have new projects, always have something in our heads, that’s the life of a promoter in this industry. You never stop, you always have to look for new ideas and see what is happening. In Barcelona we have started a new project, a new club called KER which will be a bit different. We have been working on it for a while – hopefully it goes well. Let´s see how it goes.
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