Globally renowned ravesploders Glitterbox make a Welsh debut on Sat 1 July in Cardiff Castle. But for the events-cum-record label collective, their path to success wasn’t always paved in sandy Ibiza gold. India Munday spoke to creative manager Amanda Hamilton to find out more.
“There’s nothing better than just being on the dancefloor and having a good time singing along,” Glitterbox creative director Amanda Hamilton says. By now, the nightlife brand has been going for nearly a decade, bringing its stable of high-fashion club kids and world-class DJs to realms far beyond its Ibiza home.
In 2014, however, minimal techno took up most of the island’s music scene. “Simon Dunmore [Glitterbox and Defected Records founder] came up with this idea that was heavily inspired by the New York glory disco days, like at Studio 54 and Paradise Garage,” Hamilton explains. “The brand was built upon that music because there wasn’t anywhere you could go to enjoy that at that time [in Ibiza]. It’s just so much more fun – there are so many euphoric moments during a Glitterbox event you’ll feel that you don’t really get anywhere else! It’s such a happy vibe.”
But things weren’t as euphoric in the beginning. “In the first few weeks, [Glitterbox] actually really struggled. Dimitri From Paris played the opening party, with only a few people on the dancefloor, as I think it was a Champions League final”. Doubts as to whether it would be successful disappeared by the next summer, with residencies in Ibiza superclub Space and then Hï, voted the world’s best club by DJ mag this year. “I think we’re on our fourth residency there now, and we have grown arms and legs since that – we’re all over the world!”
When I note my casual assumption that Glitterbox has been around for longer than nine years – and that it already feels like a clubland household name – Hamilton agrees, suggesting that’s due to its links to Defected, active since 1992 and now one of house’s biggest labels. Glitterbox and Defected often collaborate, creating that heritage feeling.
Glitterbox is not only about the music, though. Hamilton stressed to me how important the performers are at the events, if not more so. Glitterbox posters always feature them rather than the better-known DJs, a roster that encompasses drag acts and wildly-talented dancers. “The performer community is naturally at the forefront of what we do”, Hamilton says.
This variety makes it very inclusive and queer-friendly, going hand in hand with the inspiration from the New York disco era and its origins in the queer, Black and trans communities. “It’s important to note that we are a party for absolutely everybody,” Hamilton notes. “Everybody must always feel welcome on a Glitterbox dancefloor – it doesn’t matter if you’re straight, queer, Black or from any ethnic background, race or orientation. It’s for everybody, equally.”
Despite its standing in Ibiza, you can still tell how big their Cardiff event is to her and Glitterbox: “Oh my GOD. I honestly don’t think we’ve had a lineup this mental before, it’s probably the best I’ve ever seen!” This is proven with the likes of Eats Everything, Folamour, Floorplan, Dan Shake and more – and that Glitterbox’s first time in Wales is at the capital’s most historic location. “It will be incredible, a super-large scale. And it’s the first of July too, so I’d like to think it’s going to be nice and sunny.”
I had to warn her not to get her hopes up for that last part… but aside from inconsistent weather, what should I expect as a first-timer at a Glitterbox event? According to her, production that’ll “blow [us] away”, and performances from the Welsh Ballroom Community. But her main request is that people don’t come with expectations. “Come as your best authentic self, express yourself as much as you can, be open-minded, and come to enjoy the music.”
Glitterbox, Cardiff Castle, Sat 1 July.
Tickets: £44. Info: here
words INDIA MUNDAY