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Justin Hayward lives La Dolce Vita Reported by HarderFaster / Submitted 12-01-10 10:13 The good life, so sought by many, found by so few. Yet one London promoter thinks he’s hit on to a good thing himself and sold out parties aren’t arguing. HarderFaster went to sample some of La Dolce Vita with Justin Hayward Justin, you’re bringing your South African brand to the UK. Can you tell us a little on your background? What did you do before this event, what other parties have you promoted? Well for me it all began in the 90's with underground dance music. After attending my first underground dance event at a secret location I was completely blown away with the music, decor and people. This was where the interest into holding experiential events and festival came from and has never stopped since. I then started to do a few club nights but yet it did not give me the freedom to explore my creative mind due to the limited amount of input you could offer and the style they chose to manage their venues in. So I decide to channel my efforts for corporate clients. I have held a number of experiential events in South Africa in the past so people could get involved. Clients I have worked with previously are Boss Models, Peroni, Ferrari and Marlboro just to name a few. La Dolce Vita means The Good Life. But tell us what’s going to be so good about your party? The theme of our event is {Diamonds are Forever}.With this theme we have decide to give away a 18ct white gold diamond ring away which is worth over 1,000 pounds. We have ensured that the venue, décor, entertainers and artists will deliver a night to remember for anyone who enjoys smart clubbing. The good life gives people the opportunity to dress up to the occasion and look forward to gaining good friendships on our social nights out. The extras.... well you will have to be there to see! Why did you decided to launch this party here? What was the development process around it? Our Launch was on the 2nd of October 2009 and we had 720 party goers come through the over the evening. The venue only holds 500 at any one time! Europe is entertainment central as so that made my decision very simple. I managed to assemble a team in the UK which was dedicated to establishing a new brand which had no fear of failure. The recipe itself was decided by the public and we made adjustments to tailor make our events for smart-suited clubbers. What is the music policy and why will it be different from other parties? The music can be divided into to the major categories of house and trance music. Of course the majority of the artists and entertainers we feature have there own style of mixed up sets and they also bring to the table their own productions. It helps then we have a crowd that enjoy listening to new styles. The brand La Dolce Vita separates itself from other events by having a unique atmosphere for party goers to join as it is an ever increasing circle of friends. What DJs and artists can people expect to hear and see at your event? DJs on the night at our next party are Simon Pisani, Tim Coe, myself Justin Hayward, Love Lizard, Garth Hill, Future Filth, Dan C, Junez, Simon Keating, David Glynn, The Electric Kid, Loui & Bomber[b], [b]DeNielsen[b], [b]Renton and Quinton Van Dyk. We’re also hosting entertainers in the form of Eddie on the Sax and Tim “Magic” on percussion. Why did you choose The White House for your event? I was sitting in a cocktail bar one night in Clapham when a friend suggested we go to The White House for a night out. After experiencing this quality venue for myself I contacted the management team to make the necessary arrangements as soon as I could. Can you tell us a little bit more about the exciting entertainers will you be featuring on the night? Tim “Magic” is a percussionist who has played at a number of venues worldwide. He adds a different type of style to every event he plays at. Eddie, our saxophone player, is currently touring Austria and will bring nothing but great interaction with the artists and clubbers to ensure they have an amazing time. Why do you think it’s important to have added extras to people’s clubbing experience? People always want more for there money; I know I do! This is why we put this amount of effort in to ensure everyone has a great time. Who are you aiming this party at? The majority of the party goers are people between the ages 25 to 35. We do have a broad range of ages but this seems to be the norm. What do you hope to bring people in the future? This is my 2nd large event in the UK with another one planned for April 2010. I have another night that I have just launched Called Intimate Occasions which is held in Wimbledon and only holds approximately 200 people. This gives people the opportunity to socialize with the LDV team on an even more intimate level. We are also currently working with the South West Four organisers doing a joint venture in Ibiza and we are hoping to finalize what we are going to do NYE 2010. Share this article : : : Follow HarderFaster on Photos courtesy of Saqbir and La Dolce Vita. Not to be reproduced without permission. Share this :: : : : Follow HarderFaster :: Other Features By HarderFaster: HarderFaster Awards 2016 - The results are in! HarderFaster Awards 2014 - The results are in! Lashes, Dimples and the Brighton Music Conference HarderFaster Awards 2013 - The results are in! HarderFaster Awards 2012 - The results are in! The views and opinions expressed in this review are strictly those of the author only for which HarderFaster will not be held responsible or liable. Comments: From: sullivan on 12th Jan 2010 20:02.57 Great party, top promoters From: BeBe on 22nd Jan 2010 12:52.19 Brilliant party, looking forward to next friday!

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