VIBE Exclusive: Insomniac Founder Pasquale Rotella


On living in the moment–without sans smartphones:
People who stand with a camera in hand for hours are missing out. I understand trying to capture a special moment at the festival but don’t want people to forget to enjoy the event first hand, and get home wishing they had. We put a lot into the shows in hopes of giving everyone the time of their lives. Living through your cell phone and social media isn’t as good as the real thing. Take a quick flick then dive into the experience. Live in the now, dance like no one is watching and explore.

On social media:
Social media and the Internet overall have been huge for the growth of dance music. People are able to connect with people. Dance music was a lot more popular in Europe before America, and when the Internet was really catching on, people were able to connect in those markets where the music was thriving and share it at home.The influence of social media has been helpful for the producers too. You’ve got kids making beats, and they can get it out there and let it grow organically. They share it with their friends and before you know it, it’s gone viral.

Social media has allowed me even more so to connect with our attendees [and] help put out fires at the events, and I can engage with the fans to find out what they like. A great example would be at EDC in New York. I kept getting tweets about the lines being too long, so I immediately met with security and the production manager in order to fix the problem right away. Before, I wouldn’t have heard about this until after the event took place and it was too late to correct. It helps to let our attendees know that I care about their experience and learn how to become an even better producer. It’s not about making money for me.

On nourishing new talent:
We created the Discovery Project because my team of Insomniac Owls and I feel there are too many shows that include the same DJs featured over and over again. The plan is to discover new talent that we can create partnerships with by bringing the Insomniac platform to the table and using our resources and experience to help develop and manage their careers. Featuring them at our festivals, clubs, and concerts will only be one part of what our side will offer.

On what’s next:
I want to build out my own festival venue that is perfectly tailored to our unique needs as a music and arts festival producer. Our team is developing some new event brands. Plus, I hope to expand into new markets, including Brazil – which we’ve been talking about for a while. We’re getting close.

Image By Erik Kabik