Lee Dinsdale Interviews Ernesto Senatore on The Logros Show
Lee: We are live here from Cera in Ibiza and this is for the Making Ibiza series in association with Unity Radio and each week or every week when we can we invite guests of people who are living, working and have been in Ibiza for some time. This interview we’ve been hoping to get before Christmas and finally we’ve managed to arrange it and it’s with Ernesto who is one half of ‘ Its All About The Music’, how’s it going?
Ernesto: Good afternoon to everyone. I thank you for inviting me to this show.
Lee: Okay just a bit of a recap, Ernesto is one half of’ It’s All About The Music’. Ernesto at what age did you travel to Ibiza?
Ernesto: I travelled like everyone the first time for a holiday and then I was so crazy about this island I went back to Italy just to get all my things and moved to Ibiza and never went back to my city. Of course I love my city – I come from Napoli in the South of Italy, it has a big heart but it’s a very difficult city to express all of yourself but it’s a very, very good experience. I would really like to invite everyone to Ibiza and to visit Napoli as well.
Lee: Okay so how old were you actually when you left Napoli?
Ernesto: I was 20 – it was a long time ago! I think it was in 1989 so I think it’s more than 31 years – so it’s a long time ago.
Lee: Thank you and we’re going to be hearing more from Ernesto. He’s going to be telling us a story about what happened when he landed in Ibiza so we’ve got a very good story now and also Ernesto was involved in founding’ Music on’ as well so it will be interesting to hear about that and what is actually happening on the island today. Tell us Ernesto what’s happening for you at the moment in Ibiza, what kind of businesses have you got here at the moment?
Ernesto: Right now we are running a big restaurant here in Marina Botafoch, it’s the elegant port in Ibiza town so there are big boats and during the summer people start to visit the little island Formentera. Our restaurant is a Japanese-Mediterranean fusion restaurant and the food is very good. People also come here to enjoy Ibiza night life. In the past until yesterday our business and passion is in the music of course; our label is called ‘ It’s All About Music’ and we make events all around the world especially in Ibiza but we make all around the world from Brazil to States from Germany to Argentina. It’s really a worldwide label.
Lee: Okay and you mentioned earlier that you moved from Naples when you were 20. We have a lot of younger listeners listening as well – 16, 17, 18, 19, 20, – what was the kind of trigger you thought about at that age and you decided right I’m going to leave Naples and I’m going to go and move to Ibiza?
Ernesto: When I arrived as say it was a long time ago – Ibiza was something completely different to now because because before there wasn’t any social media or even the mobile so it was something that you heard about from people traveling here. But when I arrived it here it was something completely different; it was crazy with a party every day but the people don’t look what you are or what how much money you have in the pocket; it was just people who care about the feeling and the energy you put in the party and the friendship. Even when you go to the beach it was something completely different, it was like a party every day from the beach to the night.
Lee: Okay and how did you get into the music business then at that age?
Ernesto: We already had some experience in Italy. We did some parties from university and we have some experience in the big clubs in Italy so we arrive here with some baggage on our back but at the beginning like everybody when we arrived here, we started as PR’s in the bars in the port. After one year we take our own place in Playa d’en Bossa in front of the magic club Space and I remember at that time Space closed just at eleven o’clock in the morning. They opened at seven and closed at 11 and we start for first time in our lives our party on the beach with our beach bar. It was a meeting point of all the workers in Ibiza, the PR’s of course and some tourists who were staying in Playa d’en Bossa but every day was really a big reunion and a big party for Ibiza people.
Lee: Wow we just left the story so you landed in Ibiza when you were 20 – you were doing parties before Bora Bora even existed opposite Space. What kind of happened after that, tell us the transition from Space coming from opposite Space?
Ernesto: After this place where we started our experience in the music industry we moved to Amnesia to run the VIP of Amnesia for one year but we missed the beach so we take another club next to the airport, the beach which just has rocks and pebbles called Es Codolar where we really repeat for the second time, maybe which was much more successful, a place where like in the years before all the workers, from dancers, promoters, djs from all of the clubs in Ibiza come there every Sunday. We ran it from Sunday from 12 to midnight, sometimes even three or four o’clock in the morning. After this we had some problem with the police here because we make too much noise so we moved to Pacha and they made us a very interesting proposition to make a special room in the back room of Pacha and from there we start to really know the professional business. So we run every day in the back room of Pacha and we have the best djs from Snake, Morillo, and Roger Sanchez. Once a week we had the Ministry Of Sound dj so we had contact with the best artists of the moment. Sasha played with us, John Digweed so it was a real festival every day from the djs to even the crowd. It was very, very nice, and I remember at that time the main room of Pacha closed at around eight o’clock. We stayed open two or three hours more, so we close at 11 o’clock. Imagine the passion of the club in the city of Ibiza. It was something very funny and crazy and then from there we move again to Amnesia. After a couple of years in Amnesia we were lucky because we meet the best dj of the moment which was Luciano and teamed up with the new party called Vagabundos. It was the first time an underground dj had moved to a commercial club like Pacha so it was a revolution in the music industry especially in Ibiza and from that moment all the other djs try to make this step from the underground Dissident Club, to Purpura underground club to move to the big clubs to make of course more money to have a different kind of public.
Lee: When you think back to that time what was some of standout moments, highlights that you really remember thinking like, oh God that was crazy or that was really interesting, that you can say on the radio?
Ernesto: Well people come and have a different experience and everybody wanted to jump on this boat because it was one of the best things at the time. Everybody was looking for the djs, everybody dressed like we dressed. It was not just a party – it was a lifestyle.
Lee: Brilliant and if you’re just joining us we are engrossed here in the story of basically a bit of a history of Ibiza as well at the same time as well of the history of Ernesto’s life and this is the Logros Show and this is the Making Ibiza series and we have a great show. If you’re just tuning in we’ve been joined live by Ernesto Senatore who is from Naples, moved to Ibiza at the age of 19 so everybody listening out there who is18, 19, 20, and maybe thinking about going working overseas Ernesto’s got a great story. We’re going to fast forward now for those who’ve been to Ibiza, been to ‘Music on’ and listened to Marco Carola even maybe go into Warehouse Project, gone to a ‘Music on’ event, Ernesto founded’ Music on’ and we’re going to hear about that story. Ernesto welcome, how did it come about?
Ernesto: It was like two people was in the same place at the right time so Marco was looking for promoters in Ibiza. He was looking after Luciano and we supported Luciano. He was looking around for a big dj but not so big to bring in from six to ten so we meet Marco, we know each other already but we are not friends at that moment so we created this new label, ‘Music on’, where we make the first party during the music conference in Miami which was a really successful party and from there we started with a residency at Amnesia every Friday. The first year was not so strong but immediately the second year really become the number one party in Ibiza and after two years all around the world even in New York, Amsterdam. Over there we make a festival which was a really a nice experience. For seven years it really was the golden years of the experience. It was an experience I will carry all my life with me.
Lee: Getting into the music business now, what do you think was making the difference in terms of ‘Music on’ – why did it get to number one; what was the ingredients of the party?
Ernesto: The ingredient was we had a dj with a lot of talent; he was the pioneer of house music, minimal music, it was a big combination. I think it was something that never can happen again because I think it is something that can happen only every hundred years!
Lee: I know you’re not together now but what was the story as to how you went your separate ways?
Ernesto: Well I don’t want to talk too much about Beatles because they are for us the God but we can talk about a football player but when we interrupted our relationship Marco was the number one underground dj in Ibiza for sure and number one in Amnesia. He wanted to move to Pacha and we are not agreeable. Amnesia was double the people of Pacha at that time and Amnesia is the club underground apart from Dissident in Ibiza. Privilege and Pacha were more black music clubs but for discotheque Amnesia was the number one, so for us it was not a good step to move from Amnesia to Pacha. The capacity of Amnesia was six thousand to eight thousand people and Pacha was three thousand people so for me it was not a good step, it was two steps back. So myself, Roberto even our friend Luca we did not agree and from there the problems started and I hope one day it will be clearer for everyone.
Lee: If you’re just joining us we’ve just had a quick snapshot in the story of ’ Music on’ and if you can share with us Ernesto, what was your highlight during the time that you were at Amnesia? What do you remember the most?
Ernesto: What I remember most was the atmosphere, everybody coming there enjoyed it and the special hours was when the sun comes up after six o’clock in the morning until 10, 11 o’clock in the morning; it was really Ibiza. That you couldn’t really beat and then unfortunately the law changed and now the club cannot be open until 11 or 12 and has to close at eight o’clock maximum.
Lee: Okay this is the Logros Show, the Making Ibiza series and we are broadcasting live here in Marina Botafoch in Ernesto’s restaurant, Cera and we’re going to be coming back after some more music and we’re going to hear a little bit more about Ernesto’s top tips about getting into the music business being a music entrepreneur and for everybody listening who is interested in music promotion he’s going to tell us some key ingredients to the party. Back for the final part of the radio interview and we have been delighted that we’ve been joined by Ernesto Senatore who’s from Napoli and moved to a Ibiza 30 years ago at the age of 20 and has been instrumental in the music industry and the music business here in Ibiza. For everybody listening who’s involved in the music business and music industry, over your career here what have been some of the standout challenges that you’ve had to get around and be adaptable to is a good question?
Ernesto: Yes it’s a nice question because of course everybody wants to start their music career here and the only thing I can suggest is to come here full of love and passion – and believe. Don’t let anybody put you down because it’s not nice to say but it’s true, especially the old people from the industry put down the other people who are trying to find a space. So what I suggest is come here and be strong especially at the beginning and of course if they love this career and this kind of life for sure Ibiza will give them the opportunity to have success in this industry.
Lee: When you look back over your career what are you most proud of?
Ernesto: I’m proud about almost everything because you cannot split the different ages. Of course the most important was our first step when we had the beach bar and then when Pacha called us that was really the first contract where we really felt like okay we have arrived now; we are professional now and will work harder and harder.
Lee: Djs now, they have to kind of build up their own social media following and the promoters actually look to see what kind of following people have on social media beforehand. How do you decide now if you are going to give someone who’s just starting out a chance?
Ernesto: Yes of course the following of the media now plays a big part for a dj but it’s not only that. For us the most important thing is we let the dj play and the dance floor gives us the answer; that is most important. The followers is okay but maybe just for selling some tickets but the answer of the dance floor is much more important.
Lee: Thank you. There are some top tips for up and coming djs finally we’re going to wrap up with Ernesto’s top tips for being a promoter you know, the do’s and don’ts over a history here living in Ibiza and obviously from what we’ve just heard running and creating one of the biggest successful brands in the music industry, ‘Music on’. We have been sat with a legend and I just actually said to Ernesto I don’t think there are many people who’ve survived 30 years of club promoting in Ibiza. Without being a club owner yourself what do you think’s been the secret to your success?
Ernesto: Sometimes I ask myself as well but for sure for us it’s not just a career; for us it is a lifestyle and we love this kind of job. For us it’s when you do something you love – it’s much more easy to do something you love, so this is the secret. That’s why I suggest to the young people the new generation to love what they do and to do it with passion and for sure you will have the chance to make their dream come true.
Lee: Certainly that is a familiar kind of piece of advice that we get from entrepreneurs here to love what you do and to do it with passion. What is some of the best pieces of advice that you’ve had because clearly you’ve had some mentors who you know who are at the top of the music industry. What are some of the things you’ve been taught along the way?
Ernesto: I was lucky because during my career I met the best people you can meet for sure for this kind of music. One of the best was of course Ricardo Urgell and his brother, the owner of Pacha, Martin Ferrer owner of Amnesia and Pepe Rosello the owner of Space. Ricardo and Piti, if I had to say just one word I would say soul, Martin Ferrer I can say cunning and Pepe Rosello I would say intelligence.
Lee: From your own 30-year career and pieces of advice that you’ve found out along the way what would you say for everybody listening who wants to get into the music industry, wanting to have a successful career either as a promoter or generally, what would you suggest that people follow or do?
Ernesto: I don’t like to be repeating the same things but follow your soul, follow your passion and for sure you have to believe and trust in yourself.
Lee: Finally to wrap up the show and this is part of the Making Ibiza series and we’ve spoken to quite a few people now over the last year who live, work and are involved behind the scenes, what do you think makes Ibiza for you Ernesto?
Ernesto: For me I say Naples is the mother and Ibiza is the girlfriend!
Lee: Okay that is an interesting one – we’ve not heard that one before! Thank you very much and just to wrap up, finally what does 2022 look like for ‘It’s All About The Music’ and for yourself and for your partner Roberto?
Ernesto: We have great plans coming up – for sure we do something in the UK so stay tuned. Soon we will come out with our new project in the UK and in Ibiza of course.
Lee: Okay thank you very much for joining us and this is the end of the Logros Show on the Making Ibiza series. Thank you very much.
Ernesto: Thank you to you all and it really was a pleasure to talk for this half an hour to 45 minutes with you guys and I hope you enjoyed our talking. See you next time.
Lee: Okay thank you very much.
What is this interview about?
The career history of Ernesto Senatore
The founding of ‘Music on’
His first beach bar on Es Codolar Beach With Business Partner
His founding of ‘ It’s All About The Music’
Cera, his restaurant in Marina Botafoch
Who may Be Interested in This Article?
Anyone wanting to go into the music industry
Those wanting tips and advice when going into this type of venture
Anyone interested in the history of music in Ibiza
Making Ibiza is a series of Live FM radio shows broadcast from different locations in Ibiza with people who work in Ibiza from the world of Business, Culture and Wellbeing.
More interviews here: www.unityradio.fm/making-ibiza