The techno brand Rotation has been dormant since 2001, but Melbourne punters were delighted to hear that it would make a return in 2003 with its ninth event. Ahead of the gig, this Saturday January 21 at Room, residentadvisor caught up with Rotation founder Simon Coyle to get the story behind the name.

When was Rotation created and what was the first party?
The first one was with Trevor Rockcliffe and hosted at a now defunct venue on Queens Rd Albert Park back in 1997 or 8 (I forget...).

Whose idea was it, and what gap did the brand seek to fill - what were its aims?
It was a joint concept between myself and Melle di Mattina of Agent Mad to basically start a series of parties that would present techno to an older crowd in licensed and comfortable surroundings. It was also to help showcase some of the biggest and coolest techno acts in the world in smaller environments - not the big 3,000 plus rooms... it was also to give the funkier club techno sound a platform to be launched again in Melbourne as at that time everything was hard and in warehouses... which are great but variation is the spice to life...

How is Rotation different to other brands, for example Agent Mad’s other techno monikers like Pureflow?
Pureflow is warehouse or non licensed all age events - usually harder edged techno acts and bigger events.

Since the last Rotation you’ve taken a more active role seeing Wetmusik and Liquid Bookings grow, whilst still a major part in Agent Mad’s Pureflow and of course Rotation. How do you divide your time between the two?
It’s not easy. Wetmusik is very important to me simply as its Australia’s face of techno to the rest of the world. The label is doing amazing things - the highest profile techno acts in the world are lining up to release on it and its done so much to push our own profiles over seas and get us DJing in those markets. Me and Digby now spend one full day a week recording. Managing the rest of the Wetmsuik business takes up a lot of the rest of my time and I usually do all Agent Mad work from that office. I manage all techno projects for Agent Mad - events / tours etc and still work with Agent Mad managing projects such as those 33&1/3 events, rooms at their large festivals etc...

It’s been a long time between drinks for Rotation – the last event was Rotation 8 with Dave Clarke and Ade Fenton, Queens Birthday Weekend 2001. Why the long break?
Mainly due to my involvement with Wetmusik - I only have so much time and that took my focus last year. Also Agent Mad concentrated on some new projects last year - they certainly nailed the breakbeat market in 2002...

What role have you personally had in this event?
Convincing Agent Mad that it was well over due for a Rotation (I get weekly emails re them) and setting it up from scratch - from writing flyer text to booking DJs and event concept - managing promotions etc...

How long has Rotation IX been in planning? Give us an insight on how the event comes together, from selecting headliners to finding a venue to getting publicity out.
I must say this was put together reasonably quickly. As everyone is aware Luke Slater is also playing Big Day Out and this opportunity came about last minute so from early December last year we decided to do the show. We then had to sell Luke off to other regions to ensure we can meet the demands of his management, then go about organising our event. Finding the right (and available) venue, event concept - i.e. what DJs, format and artwork design, deciding to add Misstress Barbara and organising a tour around her, flyer and ad text, a five week promotional plan (including New Years Eve and New Years Day - never easy...) and researching through our promoter network the best ideas for all above. Then booking production and decor design comes into it. The promotion to me is always the hardest and the most tiring thing as it’s constant and you’re on call 24/7 - as well as having to check up on the promo work on the streets, at parties etc.

Agent Mad have cross-pollinated recent techno events with a 33&1/3 branded breaks room, this Rotation will be no different. Do you see a strong demand for techno amongst breaks listeners, that a lot of 33&1/3 fans are also techno lovers?
I just think variation is a good thing and appealing. Why if you’re having two rooms would you put the same sounds in both? If someone wants to hear techno - they’ll be in the main room. For this reason we give some variation. As for the breaks thing - yeah I think a lot of people into the real kind of techno we present have come from either hip hop or some street level back ground so at least appreciate this sound. It’s easy listening, you can have a quiet drink or a proper dance (or do some body pops if you’re hardcore) and the brand is a good strong one I guess with a good following.

With all the popularity electro has enjoyed over the past 12-18 months, will we be seeing a dedicated electro brand anytime soon – and would that brand have a place in a side room at future Rotations?
We came so close to making this an electro room - funny you mentioned it. I’ve asked some of the guys to drop some but yeah you will see that kind of back room electro vibe. I can’t ever see it taking over main rooms though.

Speaking of which, what next for this brand?
Some very cool acts this year - presenting them for as low as possible – can’t tell you who yet. There will be a few of the events this year but not too many so I’d recommend going to them if you’re into the techno vibe when you can...

And for that matter, are there any plans for another Pureflow?
Possibly - not going to commit to that yet - events basically are just so hard these days - its obvious by the smaller amount being presented...

Finally, what have Simon Coyle and Wet Musik got planned for 2003?
LABEL DOMINATION! Continue taking our Australian vibe to the rest of the world! Three main events - next one’s in March with the man himself - Ben Sims!

Thank you for everyone’s support while I have the chance - we never take it for granted.