Mixmag launches live events

Dance music magazine Mixmag will host a one-off London gig each month from its cover star, as organisers expect event revenue to double in the next two years.

Mixmag launches Mixmag Live
Mixmag launches Mixmag Live

The cover artist - who this month is DJ Chuckie - will perform to fans at the monthly Mixmag Live show, which will coincide with the launch of each issue. The gig will be streamed live on the magazine’s website.

As part of their Mixmag Live stint, artistes will also guest edit a section in the magazine and mix the issue’s cover CD, which will be given to guests at the event for free.

The first gig was from electronic musician and DJ Richie Hawtin at Village Underground in Shoreditch. Acts including Simian Mobile Disco and Visionquest will soon follow suit.

Jerry Perkins, managing director of Development Hell, which publishes Mixmag, said events an increasingly important part of the business. "They represent about 8% of revenues this year and I expect that to double over the next two years," he said.

"Magazines are well positioned in this sector as they have a highly active and loyal reader base, which takes the risk out of marketing, and an editorial team who can identify emerging talent.

"In Mixmag's case, we stream the event worldwide, and promote to our 170,000 Facebook friends, which, with the magazine’s endorsement, can really enhance the artists profile around the world. To maximise profits from these events we do as much as we can in-house. We hire dry venues and run the bar as well as promote."

This week Mixmag is also taking events to Miami as part of the city’s Ultra Music Festival. The magazine is co-hosting an arena and bringing its DJ Lab – where music sets are streamed live online from the Mixmag office – to the festival for gigs from the Mixmag team’s villa.

Tomorrow night (23 March), the Mixmag in Miami Party will take over three rooms at the Ice Palace venue for performances and DJ sets from the likes of Pendulum and Chase & Status.

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