‘Dirty House’ is the meaning of rocking, whether it be an event, a release, a mixtape or a t-shirt. It’s all about engaging in a vibe that just feels like exactly what you want to feel on Saturday at two o’clock at night. Our artists will be as innovative as possible for any given audience, on a small ‘strictly own sounds’ edition they tend to go more towards an intimate club vibe yet on our (indoor) festival editions they will be more ‘tearing-the-roof-off’. Although the main ingredients are deep house, future house and UK Bass music, we believe in artists that are versatile in their own craft in order to be able to deliver an unforgettable event with the right balance between what the audience knows and what they haven’t experienced yet. In short, the true art of DJing, delivering entertainment and getting the audience where we want them.
‘Dirty House’ is a registered brandname and/or trademark owned by Vatologic BV, founded by Björn Franken (Vato Gonzalez) in 2006. As a concept in the music and entertainment industry it exists without a musical genre and/or a signature look, but is instead focussed on energy as the essence of nightlife given the current time.
Based upon the ‘Diffusion of Innovation Theory‘ by E.M. Rogers it targets a specific niche within the audience (age 18-25) by adopting the music, fashion and looks of the early adopters sub-culture of the time to engage the early and late majority in a cyclic motion. At the beginning of a phase the early majority will ‘hop aboard’ looking for reasonably understandable innovation and as time progresses the late majority will join to a certain point where new innovations are introduced to stop the concept from ever reaching the laggards stage and thus cycling back to the early majority of a subsequent phase.
With this philosophy ‘Dirty House’ has been able to adapt constantly to be able to never be too innovative for the mainstream audience – yet never too mainstream for the tastemaker audience, reaching equilibrium wherein the business constants (network, organization and structure) have the time to professionalize.
TYPE OF EVENTS
Our club events tend to have a little more buildup rely on the right artists in the right order with longer sets so our artist can really tell a story. Taking the audience slowly from the opening acts to a heavy climax towards the near-end of the night. Loads of show elements, decor, light and other visual effects to give the venue a different feel than other nights.
With multiple areas to choose from we tend to program a little more consistent with less of a buildup and a keen eye on the time table at other areas. The lineups tend to be bit more versatile and in cooperation with the main festival promotor we build either a custom decor of make use of the possibilities within the area.
STRICTLY OWN SOUNDS
The only event in the world where the DJs are only allowed to play the music they’ve produced/released under their name. The art of being a DJ/producer in it’s purest form. The 2 previous editions were sold out and like our normal club events relied heavily on the right flow of acts during the night with one major difference; shorter sets.
Dirty House has released a new design of the ‘Dirty House’ t-shirt for men and women through Bodybagg.com every year, the 3rd design will be released shortly next to a variety of caps and beanies. A handful of shirts are being given away for free during the performance of Vato Gonzalez & MC Tjen during every Dirty House event, to boost the sales of the on-location merchandising stand.
LOOK & FEEL OF THE LAST EVENT (ADE 2015 SHOWCASE, Q-FACTORY AMSTERDAM)
INSTAGRAM POSTS FOR ARTISTS
THE STAGE – PLANNING
THE STAGE – RESULT
DIRTY HOUSE RADIO (PODCAST)
Every month a new podcast is being released on Soundcloud, Mixcloud and as an iTunes Podcast. Previous editions of the podcast have all reached the top 20 in iTunes in multiple countries. For further syndication towards radio stations, a special version without talks/shouts is available. Currently we host every episode at the 2nd biggest radio station of the Netherlands called Slam.
+50 Dirty House events and festival area’s since 2006, about 85% sold out before opening
+20 Dirty House areas on major festivals in The Netherlands and Belgium
+21.000.000 views on Dirty House mixtapes, releases and other media since 2006.
ENDORSEMENT / SUPPORT
The releases and mixtapes of Dirty House have been endorsed and/or supported by David Guetta, Afrojack, Hardwell, Martin Garrix, Dimitri Vegas & Like Mike, Oliver Heldens, Curbi, Ferry Corsten, The Partysquad, Quintino, Don Diablo, Timmy Trumpet, Alvaro, Dannic, Blasterjaxx, DJ Bl3nd, Sander van Doorn, Armin van Buren, R3hab, Martin Solveig, Chuckie, Laidback Luke, Bingo Players, Yellow Claw, W&W and more.
Vato Gonzalez & MC Tjen, La Fuente, Bougenvilla, Pep & Rash, Fox Stevenson, Roulsen, Stefan Vilijn/Out of Cookies, RGGD, MC Boogshe and MC Iceman. More at 010Bookings roster.
SPECIAL GUESTS ON PREVIOUS EVENTS
Marin Garrix, Don Diablo, Curbi, Dyna, Franky Rizardo, Mighty Fools, Lucas & Steve, Congorock, Yellow Claw, Sandro Silva, Tocadisco, DJ Bl3nd, Sidney Samon, Tujamo.
WISHLIST SPECIAL GUESTS FUTURE EDITIONS
Oliver Heldens, Tchami, AC Slater, Jauz, Chocolate Puma, Shermanology, Duke Dumond, Mr. Belt & Wezol, My Digital Enemy, Martin Solveig, Shift K3Y.