In the mid-90s when I first put on club nights in Leeds, I’d wake up far earlier than my student routines demanded and spend hours stapling rudimentary photocopied posters to the trees that lined the main route to campus. I knew they’d be removed by the end of each day, but if I could just get the message out to a university’s worth of bleary-eyed students each morning we might just manage to assemble an audience at the other end of the night.
It was the closest we ever got to a targeted advertising campaign, the likes of which Trump, leave.eu, and seemingly every political party uses Facebook for these days. The good thing was we didn’t have to steal any data to do so; the downside was we had no idea who was coming until the night. Our posters were a one–way broadcast with no satisfying feedback loop reassuring us of success. So it’s no wonder that now I’ve graduated to running Borealis, a multi-venue Norwegian…
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