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10 YEARS OF WOO!



Author Valeria Cecolin | Date 08/06/2019

 

For the tenth anniversary of Woo! we wanted to interview the promoter Augusto Penna, who told us hs story...

 

 

Where are you from? 

Naples.

               

What do you do for a living?        

I organize events.                                                                                                               

 

Let's talk about Woo!, why this name? What is the concept of your events?  

Well, during my electrocasbah parties in the mid-2000s, I used to welcome the audience with a microphone, and when I turned it on I would say or Woo. Only after I discovered that  “to woo” means courting someone, and it was magical. Actually, me and my business partner and soul of the project, Raffo De Luca, woo our audience first, after, and during the party.  

 

How will you celebrate your 10th anniversary this year? 

Ibiza is the last leg of the ten-year anniversary. We gave two parties in Berlin, then London, Rome, Florence and Venice, where we were guests of venues like Egg or Goa, with our promoter friends who value our work and wanted to honour us for our tenth year. When Pikes hotel in Ibiza told us that they were interested in our final party, it was a huge joy for us, as it's one of those places that still keeps the spirit of bygone times, and we couldn't have wanted a better one.

 

In your opinion, how has the way promoters work changed compared to when you started?

I have been dancing this music for 27 years, I first worked as PR at the age of 19, and today I'm 42. In 2004 I started working as a promoter, taking risks, investing, and I believe that many things have changed. Today for the DJ, appearance matters more than showing your skills or your passion, dancing and sweating, as a clubber. Social media and smartphones are the mirror of everything. Before we used to dance, share, we lived the moment together with the people, who would keep that memory forever with you. Today there are more photos and fewer memories. And this applies to all those who are part of this scene.

 

And what about the dynamics among the experts, like DJs, the managements, media agencies or booking agencies? Nowadays everything is more structured and organized in this sector than years ago, and this is also thanks to social media and new technologies...

Surely many things are more structured, it's the other side of the coin to what I said before. Promoting is easier. Once there was word of mouth dictated by the love and passion for what you were promoting, at most there were flyers and posters. If you had more money to invest, it would be for 6x3 posters. Today we have Facebook, Instagram, lives, stories, but you might notice that the things that are having more success are those that look back a little, from the interest in the vinyl that comes back in a powerful way to the more intimate parties on the Loft genre by Mancuso. This is of course in our sector, a sector made of small names that become big, underground that with time becomes more mainstream.

 

How do you choose your DJs?

It's very simple. Raffo and I tour the world for festivals and clubs. We listen to lots of live music, not videos on YouTube or podcasts or simple records. We are looking for artists that strike a chord, make us dance. This is how we discovered so many artists who then became big. As for example The Black Madonna. We were the first to take her to Italy, the second in Europe. And then of course we combine this research with the respect for those who have laid the foundations of everything. That's why in our line ups you can find the likes of Moscoman or Juan Atkins, the new and the old, as long as it's quality.

 

Relationship with Ibiza?

I have been going there since 1997 and I have seen so many changes. But according to my friend Leo Mas (who is playing on August 23rd at Pikes for our 10th anniversary), that laid the foundations of the island starting in 1984 at Amnesia with Alfredo, Ibiza, despite being totally different, is still magical, and if you want to find the right places for yourself, you just have to look for them. Pikes is definitely one of them.

 

Upcoming projects?

Our eleventh year begins in September, with WOO! bday in Naples with DJ Hell, Job Jobse and Curses. And from there two events a month at Duel, our Neapolitan home. Then again Berlin, London and other new things that I still can't reveal...

 

And finally, as always... are you Night or Day?

If I have to answer, I'm 24/7.

 


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Christian Dori
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