Exclusive Interview With Floris Groeneveld (Straf_Werk)
The name Floris Groeneveld probably doesn’t ring a bell with most deep house followers. Nevertheless, Floris is an influential entity in the scene. As a booker for Apenkooi events he is responsible for the programming of parties and festivals like STRAF_WERK, DGTL, Valhalla, Amsterdam Open Air and (more recently) the new venue De Marktkantine.
During a very busy period with STRAF_WERK closing next week, Valhalla and the announcement of the DGTL 2015 line-up we spoke to S_W booker Floris Groeneveld about his job, the events and his plans for De Marktkantine.
How did you become a booker?
In 2004 I did some events in my home town The Hague. In the weekends I played at the beach and some small clubs. After a while the owner of beach club Whoosah asked me to organize an event. It was packed and the year after I did the bookings of Whoosah and Naturel beach club. So it all started at the beach!
What is the most fun part of the job and what the most difficult?
For me the most fun part of the job is to meet a lot of different people. It’s nice to build relations and friendships with the artists who are playing for us. For me this is an important thing to keep it interesting for both sides. The most difficult thing is that you always have to follow what’s going on, you need to be focused on what you’re doing, otherwise you’re too late and then you’re losing the passion.
How do you keep up with music and new promising artists?
The whole day I listen to music through Soundcloud, Podcasts, going to clubs and festivals etc. When I was young, I checked every forum on the Internet to find new music. It’s my hobby and now it’s my work, and still I’m enjoying it every day.
How much does your personal taste influence the programming?
A lot. When I started at Whoosah there was no clear thread in the program at all. I put my personal music taste in the beach club and it worked. Now I can do this for events like STRAF_WERK and DGTL for example. For the December 30th event STRAF_WERK Closing you can definitely see that personal taste in the line-up as well.
Talking about STRAF_WERK, it just celebrated its three year anniversary and next week already the next edition is on the agenda. What’s the musical secret behind the success of these events?
It’s not just one thing, it’s the whole team behind STRAF_WERK that makes the success. We’re working really hard and with a lot of passion to make every event a special one. The musical secret is the artists we’re working with. They like to play at STRAF_WERK because of the special vibe and the loyal audience we have. STRAF_WERK has more than one style/sound, that’s the reason why we can book artists like Noir, Jamie Jones, Pional, Julio Bashmore, Adana Twins on the same party or festival.
With big shots like George Fitzgerald, Waze & Odyssey, Adriatique, Patrick Topping, Agoria, Ripperton and Finnebassen STRAF_WERK Closing has more than enough fire power for a great night. Who are you most looking forward to?
It’s always difficult to name one artist. Ripperton had some massive releases last year. Finnebassen we don’t have to introduce; great releases, deeper sets, great person. For Adriatique goes the same. And George FitzGerald and Waze & Oddyssey will ensure that the Westerunie is upside down after their sets.