My night out at the Brooklyn Hangar with Armin van Buuren, MaRLo and Emily Tan of EMILY TAN Media Relations.
Industry veteran and mentor/image protector of many-a-DJ, Emily Tan is a force in the tightknit and elusive world of Electronic Dance Music movers and shakers. Having overseen the public relations for more than two decades for a variety of the world’s most coveted EDM acts (including Armin van Buuren, RedOne, Alex M.O.R.P.H., Paul van Dyk and VANDIT Records, Cosmic Gate, Aly & Fila, Andrew Rayel, MaRLo, Dash Berlin and Ferry Corsten, among many others), she knows how to develop a successful career in a constantly evolving and innovating, global industry—where grueling tour schedules and the demand to create the next new floor-filler never ends. Tan took us backstage to experience behind-the-scenes moments for her pal, Armin van Buuren’s clandestine BKWRHS gig at a secret Brooklyn location (which ended up being the swelteringly hot Brooklyn Hangar). While the Dutch King of Trance kicked the late night off just after midnight for a marvelous set, it was Tan’s client MaRLo that really stole the show in the wee hours. Later on we caught up with the publicist to talk EDM’s rising stars, her frantic schedule and the summer festival scene.
Knockturnal: What did you think about the Hangar space?
Emily Tan: Before that night, I had not been to the venue for BKWRHS before. I really loved the old-school “underground” vibe of the space and party, though I could really have done without the 100-degree humidity and heat in the venue and the lack of proper bathroom facilities. I’ve been in cleaner porta potties.
Knockturnal: Ah yes, so have we! You have a super-busy summer schedule! What are you most looking forward to?
Emily Tan: Summer’s always busy. I recently returned home to New York City after being away for two weeks straight; one week in Vegas for EDC (Electric Daisy Carnival) followed by a week in Honolulu, Hawai’i, where I have family and a satellite office. It’s the only time per year I’m away for that long straight. I travel often but I’m usually only gone for a weekend, six days at-a-time, max.
Knockturnal: Tell us about some of the most exciting upcoming releases and projects you have with your clients?
Emily Tan: There’s a lot happening right now! Andrew Rayel’s almost ready with his new full-length studio album and he just released the latest album cut, “Epiphany.” Following the critical success of Rayel’s Find Your Harmony studio album, there’s a lot of pent-up demand for his next album and I can say for a fact that it’ll be stunning! Zander of Traveler is another super-talented producer and DJ I’ve started working with and the Traveler Remix of Queen & David Bowie’s “Under Pressure” is one of my favorite tunes of this summer. Zander recently played on a giant art car at EDC Vegas and I see big things for Traveler in the near-term. I’m also working three-time Grammy winning producer RedOne’s new record, “Don’t You Need Somebody” featuring Enrique Iglesias, R. City, Shaggy & Serayah (Josh Bernstein & Rannix Remix), for Warner Brothers. It’s unbelievable to work with someone like RedOne, who’s had something like 40 “#1” radio hits and is just a hit-making monster. MaRLo has a ton of new tracks out and he’s launching his solo “Altitude” tour this month. I just love MaRLo’s ‘tech energy’ style of music and it’s a joy working with him and his wife Janette (the singer Jano). I also recently started working with the rapper Lil Nate Dogg, son of American rap icon Nate Dogg (Dr. Dre, Snoop Dogg, Eminem, Warren G.), who has a love of EDM, if you can believe it. There’s much more I’m working on and I turn down potential new clients each week. I’m happiest when I’m busiest!
Knockturnal: What’s the most challenging aspect of overseeing such a diverse roster of EDM talent as a publicist?
Emily Tan: I’m very hands-on and I don’t delegate much, although I do have an awesome team in place. I’d say the most challenging aspect is ending my workday. I accomplish a lot in the course of a typical day.
Knockturnal: What’s your most anticipated summer festival and why?
Emily Tan: EDC (Electric Daisy Carnival) in Las Vegas and also EDC in New York, mainly because I love working with the Insomniac team. When I have an artist(s) playing any Insomniac show, like Nocturnal Wonderland, it’s just a feeling of knowing that I’ll be taken care of very well with Insomniac. They’re a huge organization that feels cozy because I know many of the team really well and for years. It’s a great feeling doing events with Insomniac. Electric Zoo in New York is fun although I’ve been traveling the past few years and have had to miss it; Andrew Rayel is playing Electric Zoo’s mainstage this year so I’ll be there. Clubs and beach parties during the summer are also fun, and Omnia in Vegas is always amazing when Armin plays. The Hakkasan team is incredible. Marquee Nightclub & Dayclub in Vegas is also really fun; Armin used to have a residency there before he moved to Omnia and Andrew Rayel has a residency at Marquee now. I love the vibe at Le Beach Club in Montreal, which is a daytime party. Ultra Music Festival is the unofficial start to the summer season in the U.S. and Amsterdam Music Festival during A.D.E. (Amsterdam Dance Event) is sort of the end of the season. TomorrowWorld in Atlanta used to be fun until the debacle last year and of course, TomorrowLand in Belgium is epic. Ibiza’s always fun, but to be honest, there’s so much happening Stateside that I don’t have time to get to the European festivals lately.
Knockturnal: I’ve heard that you and Armin van Buuren are still very close after you worked as his press agent/publicist for the U.S./North America for nearly five years. You knew each other even before you worked for him, right? What are some of Armin’s best qualities, in your opinion? Do you think Armin’s forever changed the landscape and impact of EDM through his Armada label?
Emily Tan: That’s a two-part question. The first question is personal and the second is professional. I adore Armin and he’s a very dear and beloved friend. I would describe Armin like this: kind, genuine, generous, principled and passionate (about music, family, humanity). Armin embodies the music he plays. There’s no bullshit to him at all. Armin is one of the most grounded, intelligent individuals I know. He’s also smart enough to have married an incredible woman like Erika and to value her and their two young kids as the most important part of his life. He has a really good heart.
Professionally, it was an honor working for Armin for nearly five years and I’m still tight with his crew. I currently represent Armada Music-alums, Andrew Rayel and MaRLo, among others, so it’s not like my ties to Armada Music (the label) are that much changed. I’ve had my own PR agency for 26 years, now, and I’ve represented and currently represent artists, companies and brands from around the world with no ties to Armada whatsoever, including labels and artists that could be considered competitors. Do I think Armin’s forever changed the landscape of dance music? Yes, I do. Armin’s weekly “A State of Trance” (ASOT) radio show is the longest running of its kind and is now widely imitated. Armin’s achieved a lot of “firsts.” There’s a creative genius to Armin that just resonates with people, and for him, it seems effortless.
Knockturnal: What was the first EDM big event that you attended?
Emily Tan: I used to go clubbing a lot as I attended university in Manhattan and the city was my playground. We went clubbing every week and I still managed an A-average. [laughs] Those were the days before “superstar DJs.” We went as much for the promoters and the mix of people as we did for the DJs. I remember nights seeing supermodels dancing away, with trannies and art students and gays and straights everywhere you looked, and to be honest, the DJ was the last thing on my mind. There was just too much else happening inside the club to even look up at the DJ booth. This was before the whole bottle-service craze infected the club scene and turned it into something else, and it was before September 11th (when the music died for a little while). Paul Oakenfold, an old friend, recorded my spoken word onto his Perfecto Presents: Another World compilation in five samples; in one, I commemorated, “Trancegiving Night, 1999, at the Roxy New York City….” That was a special night that sticks out, but really, there were so many. Paul van Dyk, Sasha and Digweed at Twilo, Danny Tenaglia at Vinyl, Carl Cox at Centro-Fly, those were all nights that transcended time. I remember the night Prince brushed past me in the VIP lounge overlooking Club USA and I let out a loud squeal. I couldn’t believe Prince had just touched me.
Knockturnal: Tell us how your career progressed to where it is today? How did you get into PR and representing some of EDM’s biggest stars?
Emily Tan: I just take one day at-a-time and follow my heart. I’ve been extremely fortunate to be able to work for the best and brightest artists, companies and brands in the electronic dance music space. I didn’t have a plan in the beginning. I just worked hard for the artists and people who treated me well and whom I respected. It’s like that today.
Knockturnal: What’s the biggest challenge for you on the job?
Emily Tan: Getting enough sleep.
Knockturnal: What’s the secret to your success?
Emily Tan: Time management.
Knockturnal: What have been your most memorable celebrity-filled moments on the EDM and clubbing scene?
Emily Tan: Mmmm….of the memories that have just flashed across my mind’s eye, I’m afraid I can’t discuss any of them. [laughs] Some of you were there, and you know who you are!
For more information, connect with Emily Tan:
LinkedIn, http://www.linkedin.com/pub/emily-tan/4/342/70b
Facebook, www.facebook.com/EMILYTANMEDIARELATIONS
Twitter, https://twitter.com/EmilyEmilyTan , @EmilyEmilyTan
