How to Start Promoting Events in Ibiza: Lessons From the Ground Up

Getting Started In The Events World

“It was a very good escape for me.” For Nathan, electronic music was more than a sound. It was a gateway into a lifelong passion, offering the opportunity to follow local brands and events in the area, while also hanging out with friends, both old and new, along the way. 

Eventually, that early enthusiasm gave rise to a deeper interest. “I’m very business-minded,” he tells us. Armed with that business mind and a vision, he began to host his first events in the city. These events, Nathan explains, “brought [his] kind of crowd together”, allowing him to meet more new people and bring a new sound to Bangor. While the events were small, they built a “little community and something for locals to do on the weekends”. 

That community feel is something Nathan would take with him all the way to Ibiza. But his early experience highlights the value of tapping into your local area. While Bangor has a population of 15,800 and lacks the sheer numbers of fellow Welsh cities, Cardiff and Swansea, Nathan tells us, “it’s a tight-knit thing”. 

And those tight-knit communities? They give you support and a place to learn, make mistakes and experiment, which can be invaluable later on in your career. This is something Nathan experienced, telling us, “Because it’s a small city and there’s not a lot going on, I think you get a lot of respect and a lot of support. When you’re doing something differently, a lot of people will get behind it.”

But early on, Nathan felt the changing nature of the events industry, telling us that “down the line, support wears off. So you’ve got to think about the next thing.” While it’s a challenge that many event promoters will face, Nathan adapted, pushing his promotion into new avenues. 

National Promotion And The Jump To Ibiza

After a sustained run of events which saw Nathan bring the likes of Schak, Morgan Seatree and Josh Micky to Bangor, he began to expand into new territory. In Liverpool and Manchester, Nathan organised outdoor summer bonanzas at venues like Meraki and hosted the second room at Morgan Seatree’s Unfussy. 

Working with high-profile names and promoting in major cities requires a sharp mind and refined skillset. It’s here where Nathan built the foundations for his first year in Ibiza. The key skills? “Budgeting, negotiation, promoting, managing artists and dealing with pressure”. 

This also gave him the tools to reflect and learn. “You learn from those events, you find your feet and use those resources. It gives you skills to build up to putting on a bigger show,” he tells us.

When it came to his first year in Ibiza, Nathan found that “the concept and foundation” of putting events on in the UK and Ibiza “are the same”. He still had to put in the hard yards and dream up intriguing marketing campaigns, but the execution is simply “on different soil”. 

However, showing up and being present is crucial. You have to be on the island, support the scene you love and present yourself as a personable individual. This attitude has served Nathan well, and he explains that with a positive attitude, “you get recognised by being a good person”. 

And when you’re looking to strike a deal with a venue? Nathan suggests that you should focus on “building that key relationship and aim to put an event on there”. With this mindset, you’ll gain confidence, safe in the knowledge that you’ve put in a “good head start”. 

Finding a Niche Through Community

After spending lots of time on the island on holiday and having a grounding in the UK club scene, one thing became clear to Nathan: “How much talent there is that people need to notice”. 

With this observation, H2o’s niche was set in stone. Like his early experiences in Bangor, it’s clubbing as a community. A community for those underrated talents who’ve been plugging away locally for a long time and are ready for the spotlight. 

That community feel goes beyond the stage, too. Nathan envisions H2o as a long-term, consistent talent incubator where “For years to come, we’re going to bring hundreds to thousands of fresh, new, up-and-coming artists on the same platform every year.” 

It brings consistency, making talent feel appreciated and looked after. But it expands beyond the stage and the bright lights, too. Nathan talks about the brand’s group chat, where 550 artists can meet, chat, network and share ideas. “You can’t give everyone an opportunity as much as you want in your first year, but they’re in the group.” 

The group has already paid dividends for its members, with some being announced on high-level shows like Hannah Laing’s Doof Weekender and Patrick Topping’s Trick Weekender.

Prioritising up-and-coming talent and community as a unique selling point goes beyond line-up slots and career advancement. According to Nathan, DJs feel “part of the whole.” Making H2o a place where everyone grows together, and if talent have ideas, they’re able to get involved, helping themselves and others. 

Capitalising on Differing Customer Habits

While Nathan has successfully brought the skills from previous brands to Ibiza, it’s crucial to understand the differences in buying habits between Ibiza and the UK. 

Customer behaviour ranks as one of the most important. “I would say that in the UK, you could realistically announce an event on Friday night that’s happening on Saturday. You could have the general walk-ins and last-minute punters.” 

For many eventgoers in the UK, a walk-in and last-minute ticket may not feel like a huge ask. But on the island, it’s not just about tickets. Flights, increased ticket costs, food and drink prices and time off work are the things promoters are asking of attendees. 

But for Nathan, it comes down to marketing. You have to position your event as something unforgettable. “If you sell an experience, more than just an event customers could attend back home, it’s a good selling point.

That means catering for everyone. Nathan explains that through free parties at Ibiza Rocks, promoters and customers win. “They allow people to recognise the brand, you get exposure from it, you get people to recognise DJs, you get a full dancefloor. It’s there for everyone.”

And don’t forget, clubs like Ibiza Rocks are often where the new generation of partygoers spend their time. Thinking strategically and following the audience can help build brand loyalty. “I remember coming across PIV. They were in Ibiza, and then they did a UK show. It’s embedded in your head that you’ve got the brand, credibility, and you’ve seen them in [Ibiza].”

Top Tips for Those Looking to Make The Jump

“Testing the waters at home first” is Nathan’s top tip for promoters looking to establish themselves in Ibiza. That could mean starting in your local scene, and while it isn’t risk-free, you have the space to learn the ropes and understand the inner workings of the industry. 

It’s something Nathan agrees with, echoing his earlier statements and earmarking skills like “negotiation, promoting, working with artists and promoting events” as paramount for burgeoning event organisers on the island. 

But what if you’re already putting events on in the UK? 

“Bite the bullet and go for it”. Strong advice, sure. But it’s important to have the self-confidence to try and make good on an ambition. Nathan adds, “If you know you’ve got the skills – a good little community, you know the sound you’re going for, you’re true to yourself, you’re a good brand, and you look after your artists – I think you’ve got the full package.”

It’s advice that comes with a grounded mindset, too. Nathan has put the work in, made mistakes, learnt from them and come back stronger. He explains: “It’s taken four years to get to H2o’s level at the moment, but it’s taken years of graft and trial and error from previous brands.”

And the one final takeaway? Coming to Ibiza is the “best decision” Nathan has made. 

Looking to make the jump to Ibiza next year? We can help. Head below to discover the power of the Skiddle Promotion Centre, its features and how to sign up and get started.