The famed party will eschew promotion for its summer season in an effort to get back to its roots.
In a statement released today, Giles Smith and James Priestley's famed summer series said that they we will no longer be selling tickets in advance to their regular dates, that many of those dates will be taking place in secret locations and that guest DJs will also often go unannounced as well. The statement went on to say that "we've realised that big doesn't always mean best," which will be reflected in both the choices of venues throughout the summer, as well the reduced admission prices for each event. Special events will no doubt receive the normal promotional treatment, but for the next few months, the group will be making sure that only those eager to find the party will be able to do so.
The group's opening shindig is set to take place on the usual first bank holiday in May. Past that, though, your guess is as good as ours.
To get a better handle on the duo's decision about this year's parties, we caught up with Giles and James via e-mail earlier this week.
Why did you decide to go back to basics?
We have had been doing secretsundaze for nearly a decade, this will be our 9th season, and have had a huge amount of fun along the way. However over the last couple of years we feel we have lost a bit of a connection with the original spirit of the party and put simply, we want to bring that back.
What's the music policy for the summer?
As ever, there is no set music policy. (i.e. "this year, ****** is gonna be our sound.") Although as some of our recent bookings have hinted at, we will be moving things around a bit this summer. We are going to be using some much smaller, more intimate venues, so this gives artists (ourselves and the guests included) the opportunity to experiment more and play a little out of the box.
Any hints about venues and line-ups?
We'll be using one or two of our favourite venues from over the years, but for the most part we are looking at many new locations which we feel will help us achieve our goals this summer. In terms of line-ups we're keeping our cards very close to our chest, but expect many debuts with a few favourites thrown in the pot. In many cases, we won't be announcing guests. We'd like to think that over the years we have carved quite a reputation for bringing quality and cutting edge talent to the table, so we are thinking / hoping people are going to trust us on this.