The demographics and practices of clubbers are shifting fast. According to the much-cited 2019 Club Commission report (due to be updated later this year), the average clubber is now around 30 – a figure likely to grow, especially since the Covid generation largely missed their formative nightlife years. Younger audiences drink less and adopt healthier lifestyles, squeezing clubs’ revenues, while their portal into clubbing is increasingly via channels like Boiler Room and HÖR.
At a recent party I attended in Gretchen, promoters moved the DJ booth to the centre of the floor. The effect was palpable: by removing the elevated focal point, the crowd mingled more freely. Lowering the DJ disrupted the usual hierarchy, an approach that underpins the success of Boiler Room sets – where viewers connect not just with the DJ, but with a relatable, vibrant crowd too. People just like them, who they can relate to through the screen.
No one wants to watch a balding, middle-aged white guy constantly hammering on the cue button.
The pandemic presented Berlin’s club scene with a prime opportunity to reshape its practices. An opportunity that appears to have been largely missed. With clubs now grappling with revenue shortfalls and openly discussing survival strategies, isn’t it time we reimagined clubbing?
If the average age of clubbers is increasing, the scene must pivot to more daytime events that cater to those with busy commitments and day-to-day responsibilities (as well as lower stamina) – the lengthy queues outside Sisyphos on a Saturday afternoon don’t lie. With fewer people drinking, clubs need to offer more than just Fritz Cola.
Berghain’s ice-cream bar is a great example of what a club can offer – but imagine if more options were available. All-day clubbers wouldn’t have to leave when they’re hungry and going out could become a much more inclusive experience. It’s something former Amsterdam club Trouw did particularly well – part nightclub, part restaurant, part cultural hub, it brought food, music and the arts together under one roof.
And finally, let’s rethink the elevated DJ booth. No one wants to watch a balding, middle-aged white guy constantly hammering on the cue button for two hours. Make the crowd the superstar, leaving the stage for those who want to dance: these are the real saviours of our scene.
