october 2006

superstar djs get involved

upfront, otw, october 2006, COMMENTS

Over the past 18 months in the US, an initiative combining clubbing with charity has raised over $50,000 by auctioning off unique items - donated by world class DJs, labels and equipment companies - and money-can’t-buy experiences for Unicef. Involved, founded by superstar DJ Sasha’s dad Steve Coe (pictured) and his wife Shari, has brought together the world’s best DJs and operators with die hard clubbers to generate money and awareness in a brand new way.

The initial impetus for Involved came during 2004 when Steve and Shari, then living in Florida, arranged a benefit gig to raise money for hurricane victims. The event was threatened by another hurricane and had to be pulled but, their attention turning to other places in the world, they continued to make plans. When two Sasha-hosted gigs finally took place in Orlando in 2005 - the first a 250 capacity private set, the second a large scale club event - the money they raised was sent to Unicef for use in tsunami-affected Asian communities.

The events were the beginning of something genuinely exciting. Friends at the Global Underground and Renaissance record labels had sent signed CDs to be raffled off at the gigs, but logistics made an on-the-night auction impossible. Instead, the pair decided to put the kit on eBay - and in doing so made more money than they had at the gigs.

Following the activity Unicef got in touch and asked Steve and Shari if they’d consider carrying on their work. Not only was it raising money but, thanks to the high profile of the DJs involved, it was raising awareness too, and reaching a different demographic to standard campaigns.

Involved rapidly became a full-time commitment, with more DJs enlisted and more auctions set up. To date they’ve auctioned off items such as Sasha’s record boxes and the Bedrock 50th Anniversary release vinyl pressing metalwork. Upcoming auctions will feature the shirt worn by Tiesto when he opened the 2004 Olympics as well as signed equipment, CDs, DVDs and vinyl. But where Involved is attracting the most attention is through club packages, where fans can bid to win special VIP service, free drinks, signed gifts and, the real attraction for any music lover, the chance to meet the DJ and hang out in the booth as the night unfolds. For NYE ‘05 Involved organised 40 VIP experiences in 12 different countries, raising over $8,000. This NYE they are aiming for 101 packages worldwide. “The fuel for this is awareness,” says Steve. “The more people who know, the more will get involved and the more money we can raise.”

Bringing that awareness to the UK for the first time in June was Pete Tong, one of 40 DJs invited to an Involved bowl-a-thon at cocktail-bar-come-slick-bowling-alley Lucky Strike in Miami, during this year’s Winter Music Conference. Fans were offered the chance to bid to either join their favourite DJ’s team, or just to hang out. Tong enjoyed the event so much that on his return to the UK he dedicated one of his weekly 3G broadcasts to Involved, and mentioned the party as his favourite Miami experience on his Radio 1 Essential Selection show.

Since then Steve and Shari have wasted no time talking to club promoters about staging events. The first UK VIP packages took place in August and September at the SW4 festival, Turnmills and Bestival.
“We know the demographic, know the DJs, and can promise fans a fantastic experience whilst at the same time raising money for people who really need it,” says Steve. “But for the clubs, DJs and clubbers, who are more typically on the receiving end of negative press, Involved also provides a great PR opportunity.”

Involved is currently run by a network of committed volunteers. To support its global development, its organisers are looking for a sponsor. Interested parties - or people who want to bid on a Allen&Heath Xone:92 faceplate signed, thanks to the efforts of A&H’s Nick McGeachin, by 101 world class DJs (pictured) - should visit www.involvedevents.com.

Words: Alex Eyre

From: October 2006 Issue

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