Berlin clubs in focus: This is how the perfect party mix is ​​created!

Berlin clubs in focus: This is how the perfect party mix is ​​created!

Berlin's club scene, known for its diversity and creativity, is the focus of a new study conducted by an interdisciplinary research team from the Free University of Berlin, the University of Bath, King's College London and Karlstad University. This comprehensive study, published in the renowned Journal of Marketing, sheds light on the selection criteria of club selectors in a city that has become a magnet for night owls since the 1970s. In recent decades, club culture has increasingly become a magnet for music lovers, with West Berlin's emergence as a creative haven for artists beginning in the 1980s. Clubs like SO36 and the legendary Jungle shaped this era.

The current study is based on 38 interviews with selectors, club owners, DJs and guests as well as an in-depth analysis of press and archive material. Loud fu-berlin.de Guests in renowned clubs are often faced with a paradox: they have to “fit in” and “stand out” at the same time. Important factors for selection are clothing, knowledge of the scene and charisma. The club operators consciously select guests in order to create a “safe space” for marginalized groups. This includes considering underrepresented identity characteristics that contribute to audience diversity.

The development of Berlin club culture

The club scene experienced a cultural awakening after the fall of the Berlin Wall in 1989. Empty buildings in East Berlin offered space for new projects. In the 1990s, techno culture boomed with iconic clubs like Tresor and E-Werk. The 2000s brought consolidation, represented by the famous Berghain/Panorama Bar, known for its strict door policy. In the 2010s, the scene diversified further with new clubs such as Kater Blau and Sisyphos, known for their creative approaches and festival character after-work-berlin.com reported.

The challenges during the COVID-19 pandemic, which led to closures, led many clubs to rely on livestreams and virtual parties. Berlin's club culture remains closely linked to the city's political and social changes. An example of efforts to increase diversity is the Grrrl-Noisy collective, which advocates for the visibility of FLINTA musicians. This shows how important inclusion remains in the music scene. The diversity of the clubs is also characterized by a return to sustainable practices, of which Berghain has been a good example since its recognition as a cultural site in 2019.

Diversity and selectivity in club operations

The results of the Berlin study show that club operators formulate specific expectations of their audience and clearly define design features such as event names, imagery and dress codes. This selective inclusion and exclusion supports the creation of unique atmospheres in the clubs. Surveillance cameras are often used to analyze the behavior of potential guests. The study authors show that the audience mix is ​​optimized through a three-stage marketing and filtering process, which can also be extended to other areas, such as live sporting events or festivals.

Berlin's club scene contributes an impressive €1.48 billion to the city's tourism and remains a key player in Berlin's creative and cultural landscape. Given the changing social conditions, future development will continue to be shaped by topics such as diversity and inclusion, which are also increasingly being addressed at festivals such as Wacken Open-Air, which has identified a shortage of female musicians.