'We are crazy for electronic music, we come from the dance floor.'
Launched in 1994, Time Warp is today one of the most globally recognized events and brands in the international electronic music circuit. The annual event is widely known for its curation-first approach to lineups, which have welcomed legends and luminaries like Adam Beyer, Chris Liebing, Dixon and Nina Kraviz, as well as emerging artists and producers throughout the decades.
This weekend Time Warp returns to New York for the first time since 2015, following its U.S. debut in the city in 2014. What is the significance of New York's techno and electronic scene to Time Warp? The same goes for the U.S. We lost the original venue in 2014 and got a substitute venue. In 2015, we had the same situation, and then the alternative venue was not on the market anymore. It was just too risky for us to come back without a proper venue. Also, the energy of our agency was shifted towards other projects. It was a strategic decision to stop it until we found another fitting location to come back to the U.S.
I think what is at the core of everything is us — we come from the dance floor, so we are not businessmen with a business idea in mind. We are crazy for electronic music, we come from the dance floor, we always wanted to create a perfect dance floor for our guests.
Then we had the low-cost carriers — all the flights became more cheap. All of a sudden, there were so many low-cost carriers all around the world. Time Warp has always been international, so we focused on being more international. We did promotion marketing in various countries. There were two or three years [when] we presented our website in five or six different languages.
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