Who Is All Waves Promotions?
Most of the time we talk about bands, records, and concerts, but we leave in the background those who make all of it possible. Promoters rarely appear in photos or receive the applause, yet their effort makes the difference between an event happening or not.
With that in mind, I spoke by phone with Vane from All Waves Promotions, a Madrid-based promoter who has been supporting dark live music for years. The conversation was open, honest, and very revealing. We talked about risks, passion, the difficulty of moving such a niche scene, and above all, the satisfaction of seeing people connect with what they bring to the stage.
Here is the interview:
How did All Waves Promotions start exactly?
Was there a “click” moment when you decided to turn your passion into a promotion project, or did it happen gradually?
Vane: There was definitely a click. Music has always been a passion for me since I was very young. When I was younger, I started traveling across Europe and the USA to see bands I loved that were impossible to see here, and I thought that had to change. So here I am, doing my small part.
Why the name “All Waves Promotions”?
Does it have a special meaning related to the different “waves” like new wave, cold wave, etc.?
Vane: Absolutely. We are huge fans of all the waves and styles within the dark and underground scene. We love music across almost its entire spectrum. Of course, there are some sounds that simply don’t resonate with us, and we won’t book those. But I also want to say we are extremely grateful to all the bands who contact us and consider working with us. We would love to be able to reach everyone.
Do you remember the first concert you organized on your own?
What band was it, how did it go, and what did you learn from that first experience as an independent promoter?
Vane: Of course, how could I forget? It was a random Wednesday and it was pouring rain. It was incredible and had a very good turnout. It was also at a venue we really enjoyed working with. What I remember most is the excitement I felt. Even today I keep learning. Every experience adds something.
What are the biggest difficulties of being an underground promoter in Spain?
Financial issues, attracting enough audience, dealing with venues… What part of the job keeps you awake at night?
Vane: Obviously, the financial side is crucial. I have never had any kind of funding or support. But it has never kept me awake at night. What worried me most was not reaching the audience, that people simply wouldn’t find out about the events. Over time that has changed a lot, and I am very grateful for the support from everyone who joins us at the shows.
Have you ever faced a major setback with an event?
How did you handle situations where things didn’t go as planned, such as cancellations, low attendance, or technical issues?
Vane: Yes, of course. It’s part of the game. Unfortunately, one situation couldn’t be redirected the way I would have hoped. But it helped me make better decisions in the future.
What is the most rewarding part of all this?
What moments give you energy and remind you why you do this despite the challenges?
Vane: Seeing people enjoy themselves and be surprised by the bands we bring. Including myself, of course. And all the support and affection I receive. That is priceless.
The dark scene in Spain
How do you see the evolution of the post-punk, gothic, and industrial scene here? Do you feel there is more audience and support now compared to when you started, or is it still just as underground?
Vane: I see it very positively. There are very strong national bands with interesting sounds and diverse influences, without copying anyone. That’s cool. I definitely feel there is more audience and, at least in my case, more support. But there are still genres that remain very underground. That would require a much longer conversation.
Discovering new bands
How do you find or select the artists you book? Do you follow a method, or is it more fan intuition, like listening to something and thinking, “They have to play here”?
Vane: I’ll allow myself not to reveal that secret.
Dreams and future
Is there a dream band or project you haven’t managed to bring yet but would love to? And how do you imagine All Waves Promotions in a few years? Organizing your own festival, expanding to other countries, or keeping the intimate and passionate spirit you have now?
Vane: There are countless bands I love and have followed since their beginnings. Some of them eventually come, even if it takes a few years. Others are more complicated to make happen.
Yes, I imagine a future for All Waves Promotions, without a doubt. But I won’t reveal all the thoughts that cross my mind daily.
As for organizing our own festival, I have thought about it and considered it, but it’s not really a goal I feel the need to achieve right now. There are other things that excite me much more.
Thank you, Vane, for your time and for such an enjoyable conversation.
Vane: Thank you, Fer, for the invitation and for your interest in All Waves Promotions, and for giving us space in Other Voices. And of course, I encourage both the Barcelona audience and people from other cities to keep an eye on our events.