Robbie Rivera will headline Juicy Beach, March 25, one of the showcase events of the Winter Music Conference, in Miami, Florida. The 17-hour event will feature performances from Rivera, Joachim Garraud, Funk Agenda, Antoine Clamaran, Alex Gaudino, Oscar G, Wally Lopez, and many other electronic artists.
Groovevolt.com recently spoke with the energetic and genial Rivera about the evolution of Juicy Beach and the overall state of electronic music in North America.
Groovevolt: Tell me a little more about Juicy Beach and why you put it all together in the first place.
Robbie Rivera: I started doing the Juicy party in Miami around 2005 and I was just doing it in small venues with around 100-odd people and they were swamped, swamped, swamped parties and people couldn’t get in and Monica, my wife said that we could throw a party for three, four, five thousand people, but where could you do that in Miami. I went to Nikki Beach, I know the owner, so I asked him, ‘Hey, can we do a humongous beach party here where we bring the Juicy sound, the sexy rhythms, the happy vibe, to the beach crowd, and dancing all day and then continuing the party inside the venue at night and he just loved the idea, and we held the first one here, and we get in around seven thousand people.
GV: You curate all of the artists yourself. Are there certain people that you wanted to get and couldn’t for this year, and how happy are you with the lineup right now?
RR: When I do my lineup, I try to bring a lot of my friends I know and people that produce music on my label and sometimes I want to bring people I know are difficult to get now, for example, I wanted to get Benny Benassi here, Benny and I got way back, playing that party three times, four times, but he couldn’t this year because he was exclusive to another party, so it kind of gets difficult with the talent that I want to bring, so what I do now is bring in new cats who are blowing like Koen Groeneveld.
GV: You’ve become such a brand that everyone wants to be a part of it. Is it difficult as an artist to also think of yourself as a brand?
RR: It’s awesome that my name and the Juicy brand have taken off. We’re planning now this summer coming up doing JuicyBeach at the MGM Grand in Las Vegas. We had offers from three different hotels in Vegas and I was overwhelmed and I was like, ‘Wow, this is awesome,’ and I never thought of myself as a brand, but I guess it turned out to be that way.
GV: Are there other Juicy Beaches planned in other locations?
RR: We’re going to do Vegas once a month throughout the summer at the Wet Republic party, and then we’re going to be doing Cabo San Lucas.
GV: You’re going to be broadcasting Juicy Beach Miami on Sirius/XM. Tell me your feelings about being able to broadcast on satellite radio.
RR: It’s tough, because you have to get the permission of all the artists, because they’re afraid about people downloading [the sets.] But in a sense, having the show live on the radio enables people to listen to the party live and that’s very cool.
GV: Do you get the sense that the electronic music scene is starting to become stronger in North America?
RR: North America is already caught up. I love to play in North America now. All the parties here are crazy. The amount of fans that I’ve seen here compared to other countries, is really up there.
GV: You’ve stated that your influences are rock as well as electronic-based. Tell me about your influences.
RR: I grew up listening to so many different styles of music. A lot of people have asked me what DJs influenced me… My music has lots of energy and I think that came from listening to rock so much. A band that really has that energy is Pearl Jam. I grew up listening to that. I also mix into that by listening to Faithless or Lords of Acid. I had a lot of Latin music as well growing up.
GV: With all your success, is there somewhere you haven’t reached that you want to get to?
RR: I’ve never played in Australia or Japan and I’m looking forward to getting over there. It comes down to where you want to grow as an artist, and financially as well. I think America right now is the biggest place to be an electronic music artist. I think it’s huge here and there’s a lot of people supporting it big time and that’s why I play so much here.
GV: Do you think it’s more fertile than Europe right now?
RR: Europe has gone down big time. A lot of people always think Europe is the best and my main market was Europe for 12 years and it’s switched to North America. Don’t get me wrong, I love playing in France and Spain… but it’s not the way it used to be. Generations change. Kids change. For me, it doesn’t feel the way it was back in the day.
GV: Are there any artists you’d like to work with that you haven’t worked with already? Who’s on your wish list?
RR: I would like to remix many artists I’ve never worked with. I would love to remix bands like Coldplay or U2. I like a lot of pop artists that are out there.
GV: Do you ever see taking the Juicy brand to bigger venues or is a five-or-six-thousand person venue as large as it will get?
RR: I have an idea of doing a humongous Juicy Beach all ages, I haven’t found a location, but it’s definitely in my head.
GV: Have you ever thought of a stadium-sized show?
RR: We had an idea about doing something at the American Airlines Arena here. It’s definitely something that needs a lot of planning, and unfortunately, I do so much stuff, I haven’t had the time to figure it out.
Groeneveld