Long term house music innovator Robbie Rivera has pioneered the Juicy Beach movement from Ibiza, to Miami, New York City, and beyond. LessThan3 got to catch up with Mr. Juicy to chat about world tours, the Juicy brand, and his newest compilation Juicy Beach Ibiza before his Juicy NY show last weekend.
Juicy Beach at Nikki Beach in Miami has been an exceptional success since 2005. How did you and your wife come up with the idea?
Monica and I did two Juicy Music parties before Juicy Beach in 2005. The events were called Juicy Friends, and they both sold out pretty fast. The label was at its peak with the newly launched Beatport.com, as Juicy was one of the first labels to sell downloads on Beatport & iTunes, so we had a good buzz going on. The first Juicy Friends had Benny Benassi
, Mark Knight
, and Gabriel & Dresden
. We soon needed a bigger space, and Monica suggested Nikki Beach because we could do a day and night party. We also knew the owners well so the transition was easy. Bob Sinclar
, Steve Angello
, and Deadmau5
played at the first Juicy Beach.
LessThan3: You’re currently on the Forever Young Tour. What was the idea/thought process behind planning The Forever Young Tour and what tricks do you have up your sleeve to make this year’s tour more stand out than tours before?
Robbie: I turned 40 two weeks ago, and released a track called Forever Young that went #1 on Beatport. We needed a cool concept about the tour and I am always talking about my age. My wife came up with the concept and art idea, then Deep Sleep Studios created an amazing flyer. Really excited about this tour. I am showing the new generation what a real DJ does–takes the crowd on a musical journey.
LessThan3: At this year’s NY show you have Jus Jack, Sick Individuals, Paris & Simo, Mysto & Pizzi, and John Paige. How did you land on these acts?
Robbie: Lineups are not easy to do anymore because the industry has changed. I always like to bring DJs that respect my brand and me. Paige is great DJ and supporter. Sick Individuals make great tracks that I support. I also like to support local heavyweights. I added Jus Jack which I have known for a while and new guys Mysto & Pizzi.
LessThan3: What was the process in the production of your new Juicy Beach Ibiza 2013 compilation?
Robbie: This is my best-selling compilation on iTunes. It’s a true representation of the music that I like–there are some house tracks, some bangers and some progressive trance. A journey in EDM. I took all the biggest tracks on the Black Hole label and compiled them. I am excited about this one!
LessThan3: What has been your most memorable Juicy Beach experience throughout all of your events?
Robbie: The feeling when I take the stage on Juicy Beach Miami and NY is overwhelming sometimes. I don’t throw champagne or cake at anybody, so for the new generation a real DJ might be odd, but I always get the best feedback and loads of new fans. I have had people asking me on Twitter after Juicy Beach “Robbie were you really mixing live?” I mix live, I screw up sometimes–it’s all part of a live show. I feed off the energy during the party; nothing is pre-programmed except for the intro and first 2 tracks.
LessThan3: You haven’t slowed down since you started DJing, producing, and running your own record label in the early 2000s. What can we expect from Robbie Rivera and the Juicy brand in the closing half of 2013?
Robbie: I have a new track and video called Move Your Ass that just released, then I have a more commercial vocal song with a ’90s vibe coming soon. I plan to do more events as well.