“To clarify. We are not doing ultra. We will do masquerade motel and then solo shows,” tweeted Axwell today (1/3 of Swedish House Mafia). Are you fucking kidding me?
Ok, so now you’re probably asking yourself what the fuck is going on. If you haven’t heard, SHM are taking their talents to South Beach, but not to Ultra. They have decided to do a 10-hour show at the Masquerade Motel as an encore to their Halloween bash last October. Apparently the coordinators, promoters, and bureaucrats who organize and run Ultra have exlcusivity rights that deter many DJs from WMC. Moreover, the deals are so stringent, DJs who play at Ultra are now not allowed to play at any clubs affiliated with WMC. Furthermore, WMC has decided to move its date to the 2nd week of March, rather than the first which will be the time where Ultra will be taking place. Usually, Ultra capped off WMC. No more.
Nonetheless, they [DJs] all still play at Ultra. All the creme of the crop come back year after year to WMC and play at Ultra. I’m talking Tiesto, Deadmau5 types. But clearly, this year is different because WMC will be negatively affected considering clubs will not be able to host these DJs. Ultra is trying to monopolize. WMC is a place for artists to display their new music for 2011, a place where hundreds of thousands of dedicated house fans congregate, a place where minions (tourists as I like to call them) who go for the “techno” (I got nothing against them, the more the merrier), and a place where the artists themselves see what each other has in store. It’s the center of the dance music universe. WMC is a legendary event that is very responsible for the success that the electronic music industry is basking in right now. But, SHM is taking a stand to the bullshit and greed Ultra is displaying. Now that they have had their documentary, and their hit single “One” cause a craze of epic proportions, they’ve decided that if people really want to see the best, they’re going to have to forfeit some time at Ultra and plenty of money (I’m talking inflated ticket prices out the wazoo). The whole point of a festival is to see every DJ, to walk around, rage to different music, seek, explore, and redefine one’s music appetite. SHM thinks differently.
Specifically, SHM will be in Miami for the first week (Ultra), but not the second (WMC).
While talking with Matt Goldman, good friend of Chubby (resident Chubby DJ), and a man is by far more knowledgeable than me when it comes to house music said “they appear to have done it as a middle finger to Ultra and its organizers.” Personally, I think SHM should do one or the other, but not play in Miami during Ultra. This will just take people away from the festival. Yes, they are sticking it to the man, but at the same time, they are also making themselves completely exclusive in that if people want to see them, they need to go the week of Ultra and not even attend Ultra for one of the two nights.
To be honest, I think “One” will go down as the greatest and most popular house track of all time. SHM has done amazing things for the game, but this is just selfish to the fans. The minions will flock to The Masquerade, but the real house fans will cut their SHM losses and enjoy the wonders of every other big namer and the unparalleled energy exclusively located at Ultra despite the fact that Ultra is being a huge bitch about everything and has yet to release their lineup because of the unfolding drama. The question is, what will the people choose – WMC, Ultra, or SHM? Cheers.
Fun Fact: To the the best of my knowledge, and correct me if I’m wrong, but SHM has only 2 original tracks – “One” and “Miami to Ibiza”. Hmm? And let me add, “Leave the World Behind” was released under Angello, Axwell, Ingrosso, and Laidback not SHM.
Recognize these lyrics?