When it comes to the business side of the Australian club scene, there are few bigger names than Peter Raff. In 2001, Peter collaborated with Frank Coleta to form what is now the biggest brand of the Australian club scene, and our answer to UK’s Ministry of Sound: Onelove.
I recently had the opportunity to speak to Peter, just hours before they were set to announce that Onelove was leaving Tank in Sydney, where it had been held for 3 years – something which no doubt came as a surprise to many. Peter, meanwhile, was enjoying the sun in Byron, where he owns the La La Land nightclub; his getaway from city life. Needless to say, I felt bad interrupting.
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Larry Heath: Going back to beginning, what led you and Frank to set up OneLove?
Peter Raff: I just think there was a room to fill– you’d see clubs in the UK emerging like Ministry, and all these other labels out there, and I thought there was time for a recognised brand in Australia… You know, we’ve got great DJs, and great artists, so it was time to set it up here, in a similar fashion to how the UK had been doing it for a long time.
Since you set it up, what changes have occurred within the Australian music community that you’ve noticed… either directly or indirectly related to Onelove?
It was a lot ‘housier’ back when we started. You’ve had a lot of new styles come through since then – rock, house, electro … and now there’s bits of everything in the music. You get different mixes of everything. So it just depends on the DJs style and what version he’ll play a lot of the time.
And it’s changing in Australia in the sense that the whole scene is commercialising as well.
What has this resulted in?
The whole way the internet has evolved in the last 10 years – electronic media like yourself didn’t exist 10 years ago, and most people simply didn’t know about what was going on. It used to be underground, like people that new about it new about it. There’s aren’t many secrets anymore. There used to be the “in scene” and if you were in the suburbs you mightn’t have known what was going on.
Can you even remember what it was like organising these sort of events without the internet now? It all seems so dependent on it.
Indeed, it’s part and parcel today. But before OneLove, I’d move a night in 4 days just with word of mouth. Walking the streets and telling people about it. You know, you’d have to TALK to people – the mobile wasn’t around either. You’d have to provide your home phone or office phone and ring people back the next day sort of vibe. It’s a whole different way of thinking.
Do you think the changes are positive?
Oh look, you can’t hold onto evolution – things move on with everything in life. But it did bring a lot of operators into the business that weren’t very good, just trying to cash in on the scene, which made things difficult for established operators – inflating DJ prices for a while. And the last 12 months have been different again with people going ‘festival mad’ and suddenly the pub scene isn’t what it used to be. Festivals are the new nightclubs.
I was going to ask you about that – Do you find that with the internet now, and new groups of 18 year olds coming into the scenes – do you have to keep rethinking the brand, or does it evolve by itself?
I think we’re at a different level now to when we first started, established to a point where the ‘brand’ is up there with Ministry, and just part and parcel of club life and music. If you were starting today, I think it would be a lot harder, credibility wise, as we’ve got 10 years behind us. The older guys who used to go to the clubs, still talk about us, and I think that goes a long way.
I think that’s been proven with Future trying to put on similar nights a couple of years ago, and these nights coming and going.
Ultimately, It’s our longevity that’s helped us get through (no matter the ‘trend’).
I’ve read now that the brand has started moving overseas. Do you feel that you’re starting over again, or has your reputation preceded you?
Well we started doing parties overseas years ago, and we’re going to be doing much more of that in the future. It’s a lot easier having the reputation, because it travels with the internet. And I travel a lot myself.
Ha, I bet! What are some of the best scenes you’ve experienced outside of Australia.
Ah, that’s a good question. Well, I’ve spent a lot of time in Ibiza and all that. Clubbing, it’s hard to beat there. Many years ago doing love parade and being in Berlin. Fantastic.
In addition to being a promoter, you’re also a club owner yourself, with La La Land in Byron Bay. What have your experiences been as a club owner, especially in a place like Byron.
I’m actually here right now! Byron is a great place, people come here, my friends from Melbourne and Sydney, we all have a BBQ, I show ‘em around. I’m like the mayor of Byron! Showing people what’s going on – adds a bit of personal touch. It’s a good party atmosphere, but a lot different to what goes on in the cities these days, you know?
Yeah, exactly.
And we’ve got lots of great acts on. Yeah, looking forward to Summer with it.
I imagine it’s a great escape from everything else.
Oh look, I’m out in the sun right now, it’s beautiful.
You certainly can’t beat that!
*sounding forlorn* I’ll be back in Melbourne for the weekend, though *laughs* … another thing that’s just happened today, is that after 3 years at the TANK, Onelove is actually moving to The Bourbon. We’re opening that up on the 21st, the week before Stereosonic.
That’s huge news for the Sydney scene. Has the nightlife scene been more difficult for venues and promoters in recent times?
Clubs and bars at the moment, liquor licensing laws and governments really putting the hammer down and it’s a lot harder than it was. Young people messing up, and it gets all over the media.
Do you find that especially in Sydney?
Oh, it’s the same everywhere really. Maybe this young generation just don’t care so much about their friends. I don’t know how it works, I don’t know what’s going on out there. But we’ve got our door policies, and over the years that has held us through.
On a final note, Onelove has been running for almost 10 years now – do you still feel like you’ve got plenty of tricks up your sleeve?
Oh mate, you obviously don’t know me too well *laughs* … yeah, I’ve always got a few tricks up my sleeve.
I’d expect no less! Well we’ll leave it here, thanks very much for your time Peter and best of luck with the festival later this month.
No worries, cheers!
