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Vatos Locos  (+ P.R. Diatribe)

  • Venue: it’s not for everybody.
  • Nick Gibbs

“To thine own self be true, and it must follow, as the night the day, thou canst not then be false to any man.”

When a P.R. promo arrives for a party with the strapline of ‘no egos – just music’, it salves my sweaty nethers and demands attention

You don’t come across many Shakespeare quotes in our dance music reports, but by the end of this you will see why it was in my mind.

Annoyingly it is the less talented end of the market that has the a hugely disproportionate affect on the inbox swampage. To put it simply it takes a good and known name or something pretty special to stand out in the slimy sea of superlative spouting texts touting events, parties, artists, releases and miscellaneous ‘concepts’.Electronic music industry P.R. is a never ending, inbox-swamping, reality of any media office. The world of P.R. is ultra-competitive. That in turn makes it a tough job, it has its talent and its, er, less talented.

Vatos Locos’ did stand out, and with such a large proportion of P.R. being as inspiring as the clammy gusset that results from reading it in an office chair during a sweltering June heatwave, it is as welcome as a refreshing cold groin cloth to come across something a little less ordinary.

Think of Vatos Locos as a Melon Bomb in mono. The same small collective of friends ‘in it for the music’, but in their case with more tattoos and a colour palette that starts and ends at #000000

When a P.R. promo arrives for a party with the strapline of ‘no egos – just music’, it salves my sweaty nethers and demands attention – all be it a demand for attention made in a very non-egotistical way.

Vatos Locos are the band of brothers without ego, but thankfully with a whole lot of cool filling the emotional gap the ego left behind.

Think of Vatos Locos as a Melon Bomb in mono. The same small collective of friends ‘in it for the music’, but in their case with more tattoos and a colour palette that starts and ends at #000000

Their 2017 Ibiza residency is an appropriately cool 4 dates. They kick off on the 28th of June and end their season on the 22nd September for a party that doubles up as the birthday party of Hector, the Vatos’ teamleader, ringleader, whatever he calls himself – basically the one who is on the p.r. photos, non-egotistically of course.

His birthday party last year was a proper good do, so no wonder they wanted to go back to the same venue and do it all again.

The venue. How do I deal with the venue. Well they don’t promote do they? That’s their thing, and on the whole I’m very happy with that. It is a bit of a gem. A retreat, a place with no face out of the race that seems to have the unique attribute in clubland of just being content. Happy being themselves.

In general I dislike the following phrase with the same intensity as ‘keep calm and xxx’, but given the twist I’ll allow it.

The venue. If U know U know.

That’s pretty clever right? Providing you do know. You would pay a Covent Garden advertising executive with a name you’d want to punch thousands for coming up with that. The venue should get me to do their advertising. If they did any. Which they don’t.

Right back to the Vatos press release. “it still remains important to Hector that he would never shy away from the original foundation on which the events were created; to throw good quality parties, with no egos involved. Simply to strip it back to friends coming together and playing records, capturing the true essence of a party.”

All friends are equal.

That’s pretty cool to my ears, ‘friends coming together and playing records’.

Funny though. Despite the reference to ‘friends’, ‘crew’ and similarly all-equal-her language, it does seem to be only Hector doing the talking.

And now I’m looking a bit closer at Hector’s talking, for example “Hector’s Vatos Locos concept has deservedly gained worldwide credibility”. I think some people could spot a smidgen of ego in it?

As with namedropping the ‘international guests’ they have worked with in the past. Do humble people namedrop? If they do it would have to be names like ‘my mum’ and ‘Barry the postman’ wouldn’t it?

You know what, I’m starting to have my doubts about this ego free thing. It might be called Vatos Locos, that’s crazy dudes to you anglo-centrics, but Hector is the only  dude in the photo, Hector is the only one mentioned in every paragraph, and the closing party is of course Hector’s birthday.

You are left in no doubt it is Hector’s house, and then there is the actual fact of employing a P.R. firm. Surely engaging a P.R. company has to involve a drop of ego? Just a bit?

is it even possible to be a DJ without ego?

Fear not, for I have an acid test of absolution that will surely clear Hector of any duplicity in his publicity. The DJ line up. That bitching bastion of the ego. The position on the poster that has agents begging on hand and knee to get their D.J. printed one place higher, or face a teenage sulk in a middle aged man. The line-up that after 3 days desperate negotiation will achieve a tear stopping feet stamping compromise of ‘with Special Guest’. The D.J. line up is the absolute definition of ego in action. But, in Vatos Locos case the absence of ego will undoubtedly see their line up on the poster printed randomly, or perhaps alphabetically.

Mmmm, Oh dear, well actually it seems Hector has given himself top of the bill.

Definitely No Ego

No ego. Really?

Look, clearly I’m taking the piss, and I knew exactly where I was going with the article from the outset. Despite that it probably will be a really cool run of  parties.  It’s not like there is anything wrong in having a bit of ego anyway, is it even possible to be a DJ without ego? But what I am saying is don’t kid yourself fella. Take your choice, promote or don’t. Keep it as a crew or make it all about you. That moody black clobber doesn’t mean you can say anything and expect us to gobble it up.

Although it seems one very well known Ibiza media hub has already done so in greedy guts fashion—the old copy and paste clicking has been fast and furious as they’ve conveyed to all you out there in Clubland how humble Vatos are, how devoid of ego, how it’s all about the music.

Hell we resort to copy and paste often enough when busy, but that is not what they have done. Our online colleagues are trying to pass it off as if they actually know this stuff about Vatos Locos. In essence they have simply reprinted every statement of the press release as if it is an educated opinion of the writer based upon an extensive knowledge—which it bloody isn’t, it’s copy and paste.

It’s good though right? You can employ a P.R. company to send text out saying how humble you are, and now you have no ego, and the media will blindly tell the world that on your behalf without any clue whether it’s true.

I am not singling out this example as a rare lapse, it is all too often true.

What a bunch of arse.

Just Music

Enough.

I’m not even going to go into how the second half of their strapline ‘just music’ fits with the fact that not once in the entire release have they mentioned the music. If it was all about the music you’d think mentioning the music might be more important than pointing out it has been ‘acclaimed worldwide’.

Well alright, I went into it a bit, but that gap in their P.R. I will happily fill in for you.

Great music, but as it turns out the crazy dudes weren’t the moist wet wipe I was looking for to refresh the sweaty arse of my faith in P.R.

I can hear “not wanting to be defined by genre boundaries” in my ears as I type, but think the easier end of the techo/underground spectrum and you won’t be far wrong. Underground you can dance with your woman to.  Techo from your hips. Feeling it? I’ll put a link online.

And that is the thing to double stress. Despite Vatos Locos being the unfortunate recipients of a diatribe that has as much to do with P.R. as it does about them, all of that doesn’t stop them playing great music. My cup of tea, a cup of tea that will keep me bopping around the place till sun up.

Great music, but as it turns out the crazy dudes weren’t the moist wet wipe I was looking for to refresh the sweaty arse of my faith in P.R.

God it’s hot.

Vatos Locos. Just music. No egos.

(Well, maybe just the one)

How about that though. What do you notice about the Poster on the soundcloud embed? See it? Alphabetical line up, which is a rare thing in the world of dance music. See what P.R. has done to you Hector?

(And the venue, it’s at Underground, obs)

 

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