Nick Howdle of Groovebox speaks to pro-dj.
The visionary behind the ever popular Groovebox events speaks to LKE exclusively for pro-dj.co.uk.
LKE: Nick, can you share the inspiration behind starting your own music events business?
Nick: Absolutely. My journey began with owning a bar and restaurant in Arnold, where we hosted small parties during bank holiday Sundays, featuring iconic DJs like Danny Rampling, Seb Fontaine, and Graeme Park. These gatherings marked the early days of Groovebox. My deep-rooted passion for house music and extensive experience clubbing worldwide fueled my desire to host events.
LKE: How involved are you in selecting the artists and performers for your events?
Nick: I personally handle all artist bookings and curate the line ups. Groovebox has evolved into a multi-genre entity, hosting events from minimal house to drum and bass. As our events have grown, the need to ensure headliners can draw sufficient crowds has become crucial for viability. clubbing worldwide fueled my desire to host events.
LKE: What are your thoughts on the escalating costs of headliners?
Nick: The soaring prices are unsustainable. The financial model is increasingly challenging, and I anticipate a market correction soon, especially with headliners now demanding six-figure sums.
Judge Jules at Groovebox in the church.
LKE: With so much competition out there, what strategies have proven effective in marketing and promoting your events?
Nick: We’ve launched Social Empire, our dedicated social media agency, which oversees our advertising and content creation. With a sizable, engaged audience and our sister companies’ strong ties to the student demographic in Nottingham, we combine various tactics, including influencers and networking, to promote our events effectively.
LKE: Ensuring a memorable experience is crucial. How do you achieve this at your events?
Nick: Our focus is on delivering exceptional audio-visual shows, investing heavily in sound and production. The choice of venue is critical, with Binks Yard being a standout location in Nottingham. The unique atmosphere our attendees bring is irreplaceable and central to the experience.
LKE: Having been to your events myself I can certainly vouch for that . Cant be all plain sailing though, could you share a significant challenge you've faced and how you addressed it?
Nick: Certainly. A memorable challenge was when Idris Elba cancelled on us last minute for a sold-out show. Within an hour, I negotiated a deal with his team and replaced him with Solardo, turning a potential disaster into a success.
Groovebox’s IN THE CHURCH with headliner Rodger Sanchez – 5th May 2024.
LKE: Maintaining industry relationships is key. How do you manage yours?
Nick: Through a sponsorship broker and maintaining strong connections with essential venues like Binks Yard. Our regular events enable us to negotiate mutually beneficial agreements.
LKE: In your career what achievement would you say you are most proud of and any standout moments?
Nick: The 2022 Groovebox festival, without a doubt. It was an unforgettable day, with the event selling out at a capacity of 6000 attendees. One unforgettable highlight was being onstage at Electric Garden with Pendulum for the finale. Witnessing 4000 people enjoying the music, knowing they’d flown in from Australia just for this, was incredibly special.
LKE: What's your personal music preference?
Nick: I’m a big fan of melodic house. Artists like Artbat, Tale of Us, and Adriatique are my go-to’s when I have some downtime.
LKE: Any advice for those aspiring to enter the event industry?
Nick: Start by organizing your own events and networking relentlessly. Focus on honing your DJ and production skills, and although it’s a challenge, embrace the complexities of social media.
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