Ostentatious, magical, and absolutely insane, elrow is the wildest party you could ever imagine packed with the most outlandish surprises you never knew could exist. Birthed by a family of party purveyors in its headquarters of Barcelona, the brand’s vision came to fruition as the #1 party in Ibiza in 2010 and has since evolved into the most sought-after event in all 80 cities its touched down in across the globe.
In 2016, to no one’s surprise, the brand quickly catapulted across the Atlantic determined to wow even more revelers, beginning with those in the city that never sleeps with the help of Michael Julian.
Michael Julian, co-founder of strategic innovative marketing agency Fanza, is well known in the world of electronic music. Going back to mid ’90s, MJ, as the industry calls him, has been a part of both New York and Global nightclub and festival scenes. After working together with many top promoters running New York’s biggest nightclubs and events, he is most recently known for his roles in the success stories of Made Event, Electric Zoo Festival and global powerhouse brand elrow. Julian is a frequent speaker at industry conferences and has seats on Advisory boards of multiple successful companies.
As Special Adviser to elrow CEO Juan Arnau, Julian said, “When elrow made its U.S. debut in NYC, we initially attracted 800 people on the night before Christmas Eve at Flash Factory. After that show, we’ve made a commitment as a company to spare no expense and deliver a proper elrow experience to the American fans.”
The success of elrow NYC’s first show lead to the expansion of events in Miami for Art Basel and Miami Music Week, followed by a residency in Vegas – arguably the only city in the world that could rival the vibes of Ibiza.
“We have always had our eye on Vegas,” Julian said, “Every residency installment and event in the U.S. enabled us to produce larger and more engaging events each time. In many ways, Vegas is similar to Ibiza, it’s a place where people go to lose themselves and have over-the-top experiences. This kind of environment makes it a perfect place for elrow events, which are always larger than life. And to have the best venue and partners at Wynn Nightlife and Encore Beach Club is a blessing.”
As the fourth installment part of its exclusive ten-month residency, the brand is infiltrating Las Vegas’s Encore Beach Club with an extravagant, Brazilian dosage à la elrow Sambowdromo do Brasil. Players set to hit the decks include Claptone, Justin Martin, De La Swing, and Bastian Bux for what’s sure to be one of the Wynn’s wildest throwdowns.
But wait – there’s more. Of course, taking Sin City over by storm couldn’t possibly be enough for one summer. These party aficionados will embark on a one-night-only journey by hosting its largest show to-date in North America later this month. Elrow Rowllywood will spring to life at the Brooklyn Mirage on July 27. This 10-hour Bollywood movie-themed celebration will feature a glamorous Taj Mahal set with a pantheon of gods and goddesses overlooking the revelry of charmers, fakirs, street traders and its dancing guests of honor.
When it comes to the elrow NYC roster, Julian said “It’s a really special lineup. In addition to incredible guest artists, we are bringing hometown legends Erick Morillo and Roger Sanchez to play for one of the largest crowds they’ve ever performed to in New York, and we’re having our friends at Desert Hearts curate their own stage.”
Attending an elrow show is like stepping into Narnia. There’s nothing quite like it, which is why revelers and venue stakeholders want to be a part of it.
“The success of elrow in the U.S. has come at a very rapid pace,” Julian said, “We feel that elrow is growing so quickly because we are filling a gap in nightlife…they don’t come for a 90-minute set by a specific DJ, they come for an experience, an adventure that they don’t get at regular nightclubs.”
Julian also praised the people behind the production for the brand’s success in North America. He said “ a team with so much passion and great leadership is the reason why this amazing company keeps creating greater experiences and growing….they have truly created something very special with elrow.”
From our personal experiences, we can attest that the team behind elrow has done exactly that.
With all of the brand’s accomplishments, we don’t necessarily know if we have the brain capacity to imagine what they have in store for us next. Rather than ponder the inconceivable, you can catch us at elrow Las Vegas Sambowdromo do Brasil and elrow New York Rowllywood in Brookyn later this month.
Get a sense of what the Rowllywood world will unfold below:
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