Celebrating 30 years of Love to be…

Seminal club night, record label and one of the cornerstones of the UK early House music scene, the influence of Love to be… cannot be understated. Celebrating its 30th anniversary in 2024, this much-loved brand has now announced their very own festival – the largest dance music event ever to take place in Harrogate. 

Love to be… began its epic journey to the forefront of the UK Club scene in 1994, back at the Music Factory in Sheffield. They were instrumental in establishing the popularity of house music in the UK and their events were among the first to book now-legendary artists from US pioneers Masters at Work, Todd Terry, Frankie Knuckles and Roger Sanchez to UK artists Dave Seaman and Pete Tong. 

The Love to be… The Festival at The Stray, Harrogate presents an exceptional line-up of house talent across three stages. Roger Sanchez headlines the Main Stage along with performances from house royalty Barbara Tucker, world-class DJ Darius Syrossian and live house band Adelphi Music Factory, while Cafe Mambo hosts an Ibiza stage with legendary group K-Klass and an acid house set from Happy Mondays’ Bez alongside support from a range of local and international talent.

As well as the world-class lineup and production with which Love to be… made its name, the brand is teaming up with local charity The Ostrich Foundation on the day.

To celebrate 30 years of Love to be, we caught up with founders Marc Dennis & Tony Walker to discuss their anniversary, history and upcoming festival in September.

Love to be… is celebrating its 30th anniversary in 2024. Can you share with us what this milestone means to you and the brand?

30 years in any business is a significant achievement, but to stand the test of time in the music and events scene is a testament to the house music we love. Our loyal family of Love to be clubbers is the reason we keep pushing the brand forward into new territories, larger-scale events, and festivals. Spreading the gospel of top-quality house music has always been our unwavering goal.

What were some of the most surprising changes you’ve witnessed in the house music scene over these three decades? 

Without a doubt, the new genres that break out from the House scene and create their own communities, like trance, speed garage, and tech house. We have always stayed open to playing any style within the house spectrum, with the only caveat being that it’s a good quality production and strictly no cheese.

From the Music Factory in Sheffield to hosting the largest dance music event in Harrogate, how has the journey been?

The journey has had its ups and downs as our sound has dipped in and out of support from media and governments of the day. We started strong at the Music Factory in the early 90s as we were creating something new at the start of the superclub culture. Our aim then was to spread our love for house music with its roots in the US. 

Booking iconic DJs from those days such as Frankie Knuckles, Masters at Work, Roger Sanchez, etc. helped stick our flag in the sand. When things turned more to trance in clubland, we took the brand on tour and looked for new homes such as the Mint Club in Leeds. 

We also pushed the Love to be sound through our Transatlantic Mix radio show syndicated throughout the UK on Kiss FM and the Galaxy Network through the late nineties and into the millennium. We have never missed a year without hosting events around the world until we hit lockdown. 

Lockdown gave us the opportunity to reach global audiences via our streams, which hit huge numbers and featured headline DJs such as David Morales, David Penn, ATFC, Cube Guys, and Graeme Park. We raised several thousand pounds for charities and gave our fans a chance to party at home through those tough times. 

Coming out of lockdown, we kept connected to our global fanbase by launching our Love to be…Global Connection radio show on over 100 stations in 30 plus countries. We also continued our tours with events in Chicago, Las Vegas, Ibiza, Portugal, Amsterdam, and Miami, as well as setting up a string of regular events here in the UK. 

With all our events at capacity since lockdown, it was always our plan to make the next step up and host our own festival, and the 30th year seemed to be the obvious choice. The festival, which will be the largest house music fest in North Yorkshire, will be the headline event for a year of celebrations, which started in Australia with Basement Jaxx and Armand Van Helden.

Were there any pivotal moments that significantly shaped the trajectory of Love to be…? 

The early 90s with our groundbreaking booking of the icons of the house music scene and more recently through lockdown, connecting with our global fanbase and positioning ourselves as a forward-thinking house music brand.

What do you think has been the key to sustaining the Love to be… brand for three decades?

Our unwavering support of house music and always searching for new sounds and artists that we can bring into our community. We are not just promoters; we are DJs that bring devotion and love of house music into our events.

How have you adapted your strategies to stay relevant in the evolving music industry? 

On a promotional level, we have adapted our techniques of delivering our message to our Love to be family via social media. Be it streams, memes, creative content along with our advertising campaigns, all put together by a strong in-house team working 24/7 to put our message out there. The days of flyering outside nightclubs have moved on thankfully!

Can you highlight some of the key moments or memories from the past 30 years?

Frankie Knuckles headlining our NYE party in ’95 was a moment. Also, hearing MAW drop “Ruffneck Everybody Be Somebody” on the Music Factory system for the first time was a neck hair-raiser. The first event for us out of lockdown back in Sheffield had such an amazing atmosphere, which gave us the confidence to keep pushing forward with our event plans after a tough few years. The kind words from our Love to be family at that event will be something we will never forget.

Are there any specific performances or events that stand out as particularly memorable or influential? 

Roger Sanchez’s set for us in Miami in 2023 was incredible. On a rooftop overlooking Miami during MMW, it was such a vibe!

How do you approach curating the lineup for such a diverse festival like Love to be… at The Stray, Harrogate?

With such a large audience to cater for, as we bring the generations of house fans together, we will look to book iconic house names from all the decades of Love to be. 

Our main stage will focus on our current day house sounds, while we team up with Café Mambo to deliver the heritage classics from the past 30 years, as it’s their 30th anniversary too. Our third arena will see up-and-coming talent and local brands do their thing.

What criteria do you use when selecting artists for your lineups? 

The main criterion is their ability to play a diverse range of house music.

The partnership with The Ostrich Foundation is a significant aspect of this year’s festival. What inspired this collaboration?

We have worked with the OF on projects in the past. They are a very worthy charity that educates and helps young people and their families through very tough times. We firmly believe in letting young people know help is there and it’s OK to talk.

How do you see the festival making an impact on mental health awareness? 

By working alongside OF on all our marketing campaigns, we hope to help spread the message that help and support are here for all.

Looking ahead, what are some of the future plans for Love to be…?

We’ve got plans to scale things up in 2025. We’re going to add to the festival and we’re looking at larger event spaces in the UK to expand our line-ups and events, as well as more regular events in Ibiza and with our global partners in America and Australia. We’re investing heavily in the record label and how we develop talent. So, watch out for big things on Love to be… Recordings in 2025!

Are there any new initiatives or projects you are particularly excited about? 

We’re really looking forward to working with new talent; that’s an exciting project we’re anticipating. Also, expanding into new territories is something we’re particularly excited about!

How do you see the current state of house music compared to when you started?

The house sound is going back to its roots. For example, LF System is making big funky house crossover tracks. It’s more diverse now; there are lots of different genres. Some of the styles have gone full circle, and a lot of the younger generations are really interested in the ’90s sound with a modern edge. This is reflected on the dancefloors of all our events, where we appeal to all generations.

What are the biggest opportunities and challenges in the house music scene today? 

The biggest opportunities include making music being a lot more accessible with all the studio emulation software on the market. You don’t have to have a ton of finance behind you to express yourself in the studio. 

For DJs, clubs are dwindling and record stores are no more. So, the art of being a DJ has definitely changed, and standing out with your music in a heavily saturated market is challenging.

What have been some of the biggest challenges you’ve faced in maintaining the Love to be… brand?

The move from weekly nightclub events to one-off events in the changing clubbing landscape has been a challenge due to the loss of momentum that we had running weekly events. However, moving to one-off events and festivals poses completely different challenges from an operational and financial perspective. The change in the musical landscape over the years has thrown up challenges, for example, music genres going in and out of fashion and support waning from the music media.

How have you overcome these challenges? 

We supported our scene by actively working in the music media by creating our own radio shows and writing for music mags and blogs. We’ve always stayed true to our brand identity while adapting to new trends that align with our musical philosophy.

Can you tell us about the upcoming global parties and releases planned for the 30th anniversary?

We’ve kicked off the first six months of the 30th anniversary year with some amazing events selling out in Sydney with Basement Jaxx and Armand Van Helden, as well as capacity events in Leeds and Sheffield. We’ve been positively received by the press, who have highlighted the different generations coming together on our dancefloors! In the next six months, we head to Ibiza for a one-off event with One More Time at Eden, before our first festival in Harrogate. Then, on the 28th of September, we’re at Camp and Furnace in Liverpool with an amazing lineup before we head off to ADE for a showcase and then finish off the year returning to Leeds and Sheffield.

Are there any unique or special elements planned for these events? 

The festival has a huge lineup with full festival production over three stages, and we’re planning some really special lineups for the back end of the year, which will be announced soon!

How do you balance paying homage to the ’90s atmosphere while incorporating modern elements in your events?

That’s down to the DJs and the music.

We’re a brand that’s always played new music, and with having the history we do, we have the ability to dip into those classic tracks and introduce them to the younger generations without the brand being a mainstream heritage night. This is also reflected in the lineups. We always try to balance the event with one of today’s headline acts alongside a legendary iconic name and some great P.A.s.

How do you ensure that your events appeal to both long-time fans and new attendees? 

We keep the music full of energy and relevant to a wide audience. A good mix of entertainment and education on the dancefloor is key.

What role does community play in the success of Love to be…?

We are one big Love to be family, and social media plays a huge role in enabling us to connect to our huge fanbase across all platforms. Without the Love to be community, the Love to be brand wouldn’t be where it is today.

Can you share any stories or examples of how the community has supported or influenced the brand? 

Lockdown would be a good example. We all came together. We streamed a weekly club event every Saturday, like we did back in the day in the real world! 

We created a virtual nightclub, mirroring nightclub hours, and people really rediscovered the brand that attended back in the ’90s, as well as a young audience discovering our unique style of house music for the first time. 

The streams grew week on week, everyone interacted online, chat rooms were going crazy, and all of our charity events were hugely supported! These streams kept all of the DJs and production team focused and busy, which in turn helped us get through those tough times. 

It was only once we were back at our real-world events that we found how beneficial and influential those shows were from the amazing feedback from the tens of thousands that had joined us every week. Even though our community has grown globally, it still feels like a close-knit family.

How do you discover and support new talent in the house music scene?

We’re always looking at new talent and producers. We try to showcase new talent through the radio show, and there is a plan behind the record label to develop up-and-coming talent into the stars of tomorrow who will feature in future events. 

We also look for local talent via DJ competitions – the last winner of which is now a valued member of our team and one of our trusted residents, Sinclair.

What advice would you give to new artists trying to break into the industry? 

Try to develop your skills not just as a DJ but as a producer. Learn how to market yourself through social media. It’s still so important to go and network, show your face at events, and support others in the industry!

What advice would you give to aspiring DJs and producers looking to make their mark in the industry?

Stick true to the sound that you’re passionate about, and really refine your production techniques. Even when you get a taste of success, stay humble. Success isn’t about fame; it’s about longevity. Enjoy your journey!

Are there any specific skills or traits that you think are particularly important for success? 

There are lots of after-party skills that sometimes come in useful! But on a professional level, just show that you enjoy what you do. Show your energy and passion – it translates to the crowd. Be personable and respectful with your audience and with industry contacts.

With such a rich history and strong lineup for this year’s festival, how do you plan to create a unique and memorable experience for attendees?

The festival is thirty years in the making! All of the things that we’ve done well, learned from, and enjoyed in the last thirty years – the festival will encapsulate. It’s all about making new memories for the next thirty years.

What elements of this year’s festival do you think will resonate most with both long-time fans and new attendees? 

The scaling up of production and the entertainment will wow the original Love to be crowd. It’s a huge step forward for the brand and launches us into the next thirty years of large-scale events!

⚡️ Lightning Round ⚡️

First DJ you ever booked? Opening night – Alfredo and first PA Juliet Roberts

Favourite venue you’ve hosted an event at? The Music Factory, Sheffield / Centro Fly, New York

Go-to track to get the crowd moving? Currently – Trimtone – Girl in a Dream

Most memorable festival moment? DJing in a Virgin Cola can at Love Parade

Favourite artist, to work with? Mousse T

One word to describe the Love to be… community? Family

Top tip for aspiring DJs? It’s all about the music

Favourite city to play in? Sheffield

Pre-show ritual? Making sure everything is set up correctly to make that show the best yet

Biggest challenge in the music industry today? Nightclubs closing

The most surprising thing about running a festival? How receptive and supportive the local community and authorities have been

Best piece of advice you’ve ever received? Bring your energy to the DJ booth

Favourite era of house music? Now

What’s next for Love to be…? Bigger shows

If you could go back in time, what event would you relive? Frankie Knuckles NYE ’95 Love to be at the Music Factory

Favourite place to relax after a show? A good after-party where the laughs are flowing

Dream artist to book for a festival? Anotr

Favourite food on tour? Thai – pad kra pao (steady on the spice though!)

Best city for nightlife? Amsterdam

Favourite festival to attend as a guest? Movement Detroit

Biggest musical influence? Barbara Tucker and Masters at Work for creating their Underground Network party at the Sound Factory Bar

The best crowd you’ve ever played for? Love to be…’s first event out of lockdown – Sheffield

Most unexpected song in your personal playlist? We always try to throw in some curveballs. Recently it’s been New Order’s – Blue Monday

Favourite club decor theme you’ve done? Masquerade Ball in the mid-nineties – before Claptone did it!

Most inspiring place you’ve visited? Chicago

One item you can’t tour without? Marc = Tony, Tony = Marc

Best festival outfit? Bernie Clifton’s Ostrich

Favourite way to discover new music? By accident

The funniest thing that’s happened during a set? Tony falling onto the fuse box and cutting off all the power

What do you love most about house music? It’s a universal language spoken and understood by all

Love to be… Festival
14 September at The Stray, Harrogate

Roger Sanchez / Barbara Tucker (Live)  / Darius Syrossian / Adelphi Music Factory / Doorly / Trimtone / Carly Foxx / K-Klass / Bez (Acid House Set) / Allister Whitehead / Tom Wainwright / Ryan McDermott + many more

Tickets on sale now:
https://www.skiddle.com/festivals/love-to-be-festival