Founded in 2013, perfectly coinciding with the rise of the ‘Australian sound’ through the entire electronic music community, Sydney based production company Entropico has been behind many of the most impressive music videos and festival campaigns since then. Obviously not completely satisfied with essentially running the visual side to the entire Australian electronic scene, in January of 2015 they also kicked off a series of parties aptly called BAD DEEP. With a rich history in both the business and pleasure, we though it necessary to get their take on the state of Australia’s nightlife and party culture – and so we sat down with founder Harry Hunter.
So how did Entropico start? Give me the full story.
Entropico came out of a creative, collaborative relationship between a group of good friends. Born out of a shared love for creating things, putting on parties and listening to great music – we wanted to share all the things that we were into with the world. As we went we found some other great creators and expanded our practice to help others share their vision too.
You guys have done a whole bunch of clips and campaigns for people like Hayden James, Touch Sensitive, Basenji, Cosmo’s Midnight, Listen Out, Field Day and Keep Sydney Open – was basing all your work largely around music something you’d always planned on doing?
It was honestly a pretty natural avenue for us to head down, we all have a background in and around music. Whether it was music journalism, djing or putting on shows, we all had a hand in the local music scene from a young age. I think this passion and insight led us to collaborate with bands and brands that also shared our love for music.
For you, what’s the biggest reason you’d give for working around music rather than doing say corporate video and marketing?
For us, the key is the passion that we bring to the subject matter. For music content that passion is obviously linked to our love of music. We also do a wide range of content that is focused on other areas, and we bring the same passion that music content gives us to these other areas too.
Early last year you guys also started Bad Deep – a sort of alter ego to throw Entropico parties under – how did that kick off?
Bad Deep is a newer incarnation of an idea that we had been pushing and refining in different ways over the years. It’s the spiritual descendant of a series of over-produced, over-attended and out of control house parties that ran for years at a big old house in Darlinghurst. All of the components came together over this time, A love of sets and decoration, a music policy that was open to interpretation but still cohesive, basically a party that looked and sounded like no other. We kicked off Bad Deep in late 2014/early 2015. It sort of functions as a counterpoint to Entropico, a darker and more out there cousin.
Do you think throwing parties yourselves has had a big impact on how you do and see your professional work?
I think working under both Bad Deep and Entropico ended up enhancing the offering of both. It allowed us to test some ideas and concepts in our own ecosystem before rolling them out to a wider audience.
Has it been difficult starting up a party after the implementation of the lockout laws?
I would not be telling the truth if I said the lockout laws had not had no impact on the life cycle of our party. The tougher climate of legislation and a focus on prohibition rather than harm minimisation is something that I think hurts everyone, not just those involved in the night time economy. It has meant that we have had to look at other alternative ways that the Bad Deep concept can be viable rather than existing as just a late night party.
What’s your whole take on the Sydney scene as it is right now?
Despite the obvious adversity that music based events and venues are facing right now, I see alot of great music being created of a richness and variety that I can’t remember seeing before. Individuals and groups are taking risks with different concepts and sounds, all while pushing what music can be forward. There has also been a massive increase in younger people putting on their own parties and creating their own crews of artists and creators outside of the established nightlife industry.
You’ve obviously grown a lot since you started – have there been any major changes to the way you do things since day one?
Even though Bad Deep has gotten a little more legitimate than it spiritual ancestor of overproduced house parties, the DNA remains the same. We have always believed that a great party is made from a whole selection of components. Sound, light, the world that is created, the people in attendance… the list is endless. As we have gotten more experience we have figured out which of these avenues makes what we do unique.
Starting a club night or an events brand is something that most fans of dance music can say they’ve aspired to at least once, what advice would you give to people looking to do what you’re doing?
Give it a go – get some friends together and put something on. The best thing you can do is to just start doing it. The money side is always a risk and it’s always a bit scary waiting to see if the crowd will turn up on the day, but it’s worth it. It could just be a party at your house or a local venue but if you put the time into figuring out what makes the experience you are creating special, the right people will respond to it.
Keep up with Entropico via their website