Loud&Unfiltered

Inside Amsterdam: How Two Brothers Built PIV - the Global House Music Movement from Amsterdam to Ibiza

In this Inside Amsterdam edition of Loud & Unfiltered, we sit down with Nilz and Jordi Pronk, the brothers behind PIV Records - one of the most respected names in house music.
Celebrating ten years of PIV, the pair open up about how a small soulful-house night in Amsterdam became an international movement shaping modern underground club culture. From wild ADE pop-ups on trains and rooftops to their residency at Cova Santa Ibiza, they reveal how community, family energy and a love of quality house have driven their success. They discuss balancing art and business, working with legends like Kerri Chandler, the roots of Amsterdam’s house scene, and why they call their ethos “Underground for the masses.”
What You’ll Learn: 
How PIV Records grew from a local club night into a global brand
The origin of the Underground for the Masses philosophy
Why ADE remains the world’s most important meeting ground for house culture
How PIV built an international following across Ibiza, LA and Miami
The importance of community, collaboration and staying authentic
Lessons from working with Kerri Chandler and other house pioneers
How Nilz and Jordi balance creativity, family and business growth
Subscribe to Loud&Unfiltered for more unfiltered conversations with music industry leaders, innovators, and cultural entrepreneurs and connect with us on Instagram https://www.instagram.com/jukeboxpr/
Key Moments: 
0:00 Introduction & Early Inspiration for PIV Brief: Founders discuss how PIV started, inspiration from house music, and early DJ experiences.
0:36 Meet the PIV Founders – Friendship and Amsterdam House Journey Brief: Hosts and guests introduce themselves, share their long-standing history and the beginnings of PIV in the Amsterdam music scene.
02:12 What ADE Means to DJs & PIV’s Event Week Activities Brief: Significance of Amsterdam Dance Event, the special nature of the week for DJs, and highlights from recent PIV events.
03:45 Prioritising Quality House Music – PIV’s Philosophy and Evolving Sound Brief: Why PIV focuses on quality and variety in house music, embracing sub-genres and staying grounded in their origins.
05:00 Organising Unique Music Experiences: Train Parties, Loft Sessions & More Brief: Creative PIV event concepts like the train party, rooftop sessions, and how they innovate beyond typical club nights.
07:09 PIV’s Growth: Building a Label, Family, and Community Brief: Stories of label growth, working as brothers, team expansion, and creating an inclusive, positive community atmosphere.
10:00 Building an International Brand and Audience for PIV Brief: How PIV’s sound and shows spread internationally, the impact in America, and collaborating with other music organisations worldwide.
11:40 Artist Selection and A&R: The PIV Approach Brief: Criteria for signing artists, fostering synergy, supporting talent, and maintaining label standards.
14:00 Iconic Parties and Memorable Moments Brief: Recounting favorite and most legendary PIV parties, milestones, and showcase stories.
18:14 Ibiza Residency and Integrating PIV’s Unique Sound Brief: Discussion of PIV’s multi-year residency at Cova Santa in Ibiza, programming, and venue adaptation.
20:02 Personal DJ Journeys – From Football Dreams to International Gigs Brief: Founders share personal life stories and their transition from sports to music careers.
24:46 Breaking Out Internationally – From Local Gigs to Global Recognition Brief: Discussion of key releases, showcases abroad, and what launched PIV on the international stage.
26:34 The Value of Authenticity, Longevity & Influence Brief: Reflections on staying true to one’s sound, achieving career longevity, and influencing global listeners.
29:12 Social Media, Branding & Community Building Strategies Brief: How PIV used Twitch, social media, and innovative promotion to grow their brand and stay connected.
30:47 PIV’s Future: Expansion, New Sounds, Global Opportunities Brief: Plans for new shows, exploring new regions, supporting both legendary and emerging artists.
36:09 Challenges in Promoting – Balancing Legacy, Talent, and Financial Realities Brief: Honest look at balancing bookings, ticket sales, supporting legends, and business realities in music promotion.
40:00 Adapting The PIV Sound: Hybrid DJ Sets and Musical Diversity Brief: How PIV adapts for different crowds and events, evolving their label and exploring sub-genres while staying true to their core values.
42:08 Family, Teamwork & The Motto for PIV’s Next Decade Brief: Reflections on sibling partnership, brand values, and the guiding principles for the future: “Underground for the Masses, Roots Over Hype.”

Inside London: Joe Gordon on Lab 54, Pop-Up Party Culture & Building a Global Community Through Music

In this episode of Loud & Unfiltered, we sits down with Joe Gordon, founder of Lab 54, the UK’s biggest pop-up party brand redefining nightlife across London and beyond.
From viral Leeds house parties to secret events for Charlotte de Witte, Ministry of Sound, and Greggs, Joe reveals how Lab 54 became a global movement built entirely on community, creativity, and chaos (of the best kind).
He shares the inside story of Lab 54’s rise from DIY beginnings to international tours in LA, Amsterdam, and Australia, throwing parties on Eurostar trains, and hosting pop-ups in car parks, bakeries, and mansions. Joe and Alex also break down the infamous “Ministry of Sound break-in” and why community is everything when building a brand that thrives on connection and trust.
This is a masterclass in grassroots brand building, audience loyalty, and staying disruptive in a saturated industry.
What You’ll Hear: 
How Lab 54 went from viral house parties to global pop-up brand
The truth behind the Ministry of Sound break-in stunt
Why community is the most powerful asset in events and branding
Lessons in growing an authentic brand without investors
How to expand internationally while staying connected to your roots
The evolution of pop-up culture and its future in global nightlife
Why the best parties happen anywhere but a club
Subscribe to Loud&Unfiltered for more unfiltered conversations with music industry leaders, innovators, and cultural entrepreneurs and connect with us on Instagram https://www.instagram.com/jukeboxpr/
Key Moments: 
0:00 – The Ministry of Sound break-in story02:00 – How Lab 54 started as a viral Leeds house party04:30 – Meeting Alex Jukes in Ibiza and early collaborations06:50 – The rise of pop-up parties in London and beyond09:10 – What makes a great pop-up event (and what kills them)11:40 – Charlotte de Witte street party – 2000 people overnight13:50 – Building community through Discord, SMS & loyalty15:40 – Selling 12,000+ tickets with no lineup announced18:00 – The importance of intimacy and connection in nightlife21:30 – Throwing a party on the Eurostar25:00 – Expanding to Australia, LA, Amsterdam & beyond30:00 – The Vegas and Toronto hotel room parties31:30 – Behind the scenes of the Ministry of Sound stunt36:00 – Why Lab 54’s community makes the brand unstoppable38:30 – The future of pop-up culture and new innovations40:00 – What’s next for Lab 54: records, offices & festivals
 

Inside London: Jules Cromwell on Mixmag, London Club Culture & 20 Years Inside the Music Industry

In this Inside London edition of Loud & Unfiltered, Alex Jukes sits down with Jules Cromwell - one of the most respected figures in the UK music and media industry. From Top of the Pops to nearly two decades at Mixmag, and now Global Commercial Director at Clash, Jules shares unfiltered insights into how London shaped global club culture and why the city’s grassroots creativity still matters.
She talks about building her career in media, working with global brands like Diageo and Volvo, the creation of the Mixmag Lab, and the wild, unrepeatable moments that defined an era. Jules also discusses founding Stoho House, a charity club night raising thousands for local causes, and reflects on how the industry can continue to nurture community, inclusivity, and connection through dance music.
What You’ll Learn
How Jules broke into music media via Top of the Pops
The evolution of Mixmag and the rise of global dance culture
Behind the scenes of The Mixmag Lab and legendary office raves
How brand partnerships reshaped the music business
The story of Stoho House and giving back to London’s grassroots venues
Why networking, creativity and community still drive the scene today
Subscribe to Loud&Unfiltered for more unfiltered conversations with music industry leaders, innovators, and cultural entrepreneurs and connect with us on Instagram https://www.instagram.com/jukeboxpr/
Key Moments:
0:00 – Welcome to Loud & Unfiltered: Inside London Series02:00 – How Jules landed her first job at Top of the Pops04:50 – Breaking into Mixmag and the early 2000s media boom07:30 – The evolution of Mixmag and the birth of The Lab11:20 – The Vegas years and rise of branded dance culture13:50 – Founding Stoho House and raising £30k for charity16:40 – The power of community and DIY club nights20:10 – How London’s club scene changed post-Covid25:00 – London venues that shaped club culture28:00 – Networking, blagging, and the art of the hustle32:00 – The future of Clash and global music media35:20 – Final thoughts: keeping London creative and connected

Inside London: Mr C on the Birth of Acid House, The End Club Legacy & Why London Still Leads Global Club Culture

In this deep-dive episode of Loud & Unfiltered, we sit down with Mr C – pioneer of British house music, front-man of The Shamen and co-founder of the iconic London club The End. From pirate-radio beginnings and the first Acid House raves to shaping one of the world’s most influential nightclubs, Mr C tells the unfiltered story of how London became the beating heart of underground music.
He shares rare stories of Camden Palace, Clink Street, the birth of rave culture, and how The End set a new global standard for sound, inclusivity and community. Mr C also breaks down how club culture lost its way, what today’s promoters are getting wrong, and why supporting the underground is vital to keep London’s creative DNA alive.
What You’ll Hear:
The untold origins of London’s Acid House movement (1985–1990)
How Mr C and The Shamen took underground sounds to the UK Top 5
The visionary design and ethos behind The End Club (1995–2009)
Why the early 90s were the turning point for rave culture
Lessons for today’s promoters on staying credible and building authentic communities
How London’s underground scene is reinventing itself for a new generation
Subscribe to Loud&Unfiltered for more unfiltered conversations with music industry leaders, innovators, and cultural entrepreneurs and connect with us on Instagram https://www.instagram.com/jukeboxpr/
Key Moments:
0:00 – Introduction & Welcome to Loud & Unfiltered London Series03:00 – How Mr C discovered house music and became a DJ08:40 – The birth of Acid House and London’s first raves13:00 – Joining The Shamen and creating ‘Move Any Mountain’24:30 – The story behind The End Club and its cultural impact33:30 – How The End redefined London nightlife37:00 – Mr C’s favourite ever party & memories from The End40:00 – SuperFreak label and evolution of his sound44:00 – The current state of London club culture48:00 – Advice to young promoters and club owners52:30 – Why London will always be the music capital of the world

Inside Ibiza: Ibiza 2025 Season Wrap-Up: UNVRS, Pacha & the Future of Clubbing On The Island

The Ibiza 2025 season delivered everything - new clubs, viral moments, no-phone parties and a fierce fight for attention. In this final episode of Loud&Unfiltered: Inside Ibiza, hosts Alex Jukes and Grego O’Halloran sit down to unpack it all - from the rebirth of UNVRS to Pacha’s dominance, the Final Boss phenomenon, and what these shifts mean for the future of the island’s nightlife.
They look back at standout moments from the season, iconic guests like Danny Whittle, Andy McKay, Nick Yates, Aoife McGuinness, and  Kerol Kollom, and the unfiltered realities of how Ibiza keeps evolving.
Expect insider analysis, unfiltered takes, and genuine gratitude for a summer that’s rewritten the rulebook on what club culture means in 2025.
What You’ll Hear:
The rebirth of Universe Ibiza – what it means for the island
How Pacha stayed on top despite fierce competition
The rise of young UK talent: Max Dean, Joshwa, and the new tech-house wave
No-phones culture and how it’s reshaping DC10, Solid Grooves & 528 Ibiza
Why Amnesia faces both challenges and opportunities ahead
The global buzz around Final Boss – how a viral moment brought fun back to Ibiza
Why Ibiza remains the Champions League of clubbing
Predictions for 2026 and how artist-led brands are changing the landscape
Whether you’re a DJ, promoter, festival organiser, or Ibiza nightlife fan, this wrap-up gives you an honest look at the biggest shifts shaping the scene.
Subscribe to Loud&Unfiltered for more unfiltered conversations with music industry leaders, innovators, and cultural entrepreneurs and connect with us on Instagram https://www.instagram.com/jukeboxpr/
 
Key Moments: 
0:00 – Welcome to the Ibiza 2025 Season Wrap-Up
01:12 – Loud&Unfiltered Season One highlights and lessons learned
03:10 – Universe Ibiza: the biggest new player on the island
05:00 – How Universe reshaped Ibiza’s nightlife and competition
06:44 – Pacha’s dominance and Marco Carola’s standout season
08:27 – Amnesia Ibiza: rebuilding residencies and refinding identity
10:02 – DC10 and Solid Grooves: inside the no-phones revolution
12:10 – 528 Ibiza and the return of true underground energy
13:45 – Final Boss: the viral Ibiza moment of the summer
15:20 – Why Final Boss changed the vibe of the island
17:05 – The rise of new UK talent: Max Dean, Joshwa, and Cloonee
18:52 – How artist-led brands are changing the game
20:10 – Hï Ibiza and Calvin Harris: commercial success vs underground authenticity
22:00 – Ibiza’s balance between VIP culture and dancefloor connection
23:35 – Smaller venues like Pikes, Cova Santa & Akasha bringing back intimacy
25:12 – Predictions for Ibiza 2026: who’s moving where next?
27:45 – Ibiza remains the Champions League of clubbing
29:10 – Gratitude to guests and the Loud&Unfiltered community
30:25 – Ibiza 2026 plans

Inside Ibiza: What is the truth about life in Ibiza? Kerol Kollom on Café Mambo, Defected, and Caprices Festival: Life Behind The White Isle’s Nightlife Industry

From Café Mambo to Defected to becoming a driving force at Caprices Festival, Kerol Kollom has lived and breathed the global dance music industry. In this conversation, she chats to Alex Jukes and Grego O’Halloran on how she broke into Ibiza at 21, built trust with DJs and promoters, managed artist logistics at world-class clubs and festivals, and eventually became a respected booker and marketer.
You will hear: 
Breaking into Ibiza’s nightlife via Café Mambo
Artist liaison lessons from hosting the world’s top DJs
Working at Defected, Amnesia, Space, Glitterbox and Zoo Project
Logistics nightmares at Caprices Festival – helicopters, snowstorms & 100+ artists
Transitioning from logistics to marketing and bookings
Supporting rising DJs and building diverse line-ups
How Berlin, Bucharest and Barcelona shaped her music taste and networks
The reality of stress, responsibility and recovery in nightlife
Ibiza clubbing culture then vs now: authenticity, VIP trends, and dancefloor energy
Why Cocoon at Amnesia and underground characters keep Ibiza’s spirit alive
Whether you’re a DJ, promoter, festival organiser, creative entrepreneur or Ibiza fan, this episode gives you the unfiltered truth about what it takes to survive and thrive in music, events and nightlife.
Subscribe to Loud&Unfiltered for more unfiltered conversations with music industry leaders, innovators, and cultural entrepreneurs and connect with us on Instagram https://www.instagram.com/jukeboxpr/
Key Moments: 
0:00 – Welcome Kerol Kollom to Loud&Unfiltered 
02:00 – Kerol’s first trip to Ibiza and Café Mambo hustle
05:00 – Landing the job and meeting superstar DJs
08:00 – Life as an Ibiza artist liaison and hostess
12:00 – From Ibiza summers to studying festival & event management
15:00 – Working with Defected, Glitterbox, Amnesia and Space
20:00 – Breaking down logistics: riders, flights, itineraries and pressure
24:00 – Helicopters, gondolas and Caprices Festival challenges
28:00 – From logistics to marketing and bookings at Caprices
33:00 – Building diverse line-ups and supporting new DJs
36:00 – Ibiza nightlife then vs now: VIP culture vs dancefloor energy
40:00 – Berlin, Bucharest and Barcelona influence on sound and bookings
43:00 – Breakthrough artists to watch: Ogazon and Sally C
46:00 – Kerol’s favourite Ibiza moments and Cocoon at Amnesia
49:00 – Secret Ibiza spots and finding balance away from the clubs

Inside Ibiza: Aoife Cleary on Ibiza Dancers, The Truth Behind Nightlife Production and the Evolution of the Music-Scene

What does it take to break into Ibiza’s world-famous nightlife scene as a dancer - and then flip that into running your own creative agency? In this episode of Loud&Unfiltered, we sit down with Aoife Cleary, founder of Another Dimension, to explore the untold story of Ibiza’s dancers, performers and producers.
Subscribe to Loud&Unfiltered for more unfiltered conversations with music industry leaders, innovators, and cultural entrepreneurs and connect with us on Instagram https://www.instagram.com/jukeboxpr/
Aoife shares her journey from ballet training in Dublin to dancing at Space, Amnesia, Privilege, and Pacha, before stepping up to manage productions and eventually launching her own agency working with brands like Ministry of Sound, Ice Cream, and Ibiza Rocks.
In this episode, you will hear about:
Breaking into Ibiza’s dance industry and navigating auditions
Life behind the scenes at superclubs like Space and Amnesia
Building trust and relationships with promoters and venues
The evolution of dancer pay, conditions, and opportunities on the island
Running Another Dimension and producing events for major international brands
Secret villa parties, exclusive afters, and high-end private events
Ibiza’s changing landscape: oversaturation, VIP culture, and the rise of venues like Universe
Why production, performance and creativity are as vital as the music itself
Aoife also opens up about falling in love with Ibiza, the challenges of moving from performer to business owner, and her advice for young dancers trying to break into the island’s competitive scene.
Whether you’re a DJ, promoter, festival organiser, creative entrepreneur, or simply a fan of Ibiza culture, this episode gives you a rare look into the people who bring the island’s parties to life.
Key Moments: 
0:00 – Alex Jukes and Grego O’Halloran welcome Aoife Cleary
01:20 – Aoife’s early dance background and first trips to Ibiza
02:40 – Arriving at 19: first season struggles & shot jobs
05:00 – Cracking the Ibiza audition and casting process
07:10 – Breaking language barriers as a non-Spanish dancer
09:30 – First big jobs at Space, SuperMartXé and Amnesia
14:45 – From dancer to managing parades and productions
17:00 – Ministry of Sound influence and launching Another Dimension agency
20:00 – Producing events, choreography and high-end villa parties
24:15 – Dancing for Carl Cox at Privilege – nerves and chaos
27:30 – How Ibiza production standards have evolved
29:15 – The rise of secret villa parties & afters
30:00 – Ibiza oversaturation, VIP culture and shorter tourist stays
33:20 – Grassroots parties vs superclubs – winners and losers
37:10 – The future of Ibiza clubbing and dancefloors
39:20 – Favourite clubs, parties and DJs this season
41:10 – Advice for dancers who want to work in Ibiza
44:20 – Why dancers are the forgotten part of Ibiza nightlife

Inside Ibiza: Danny Whittle on Pacha, Ibiza’s Club Culture and the Rise of Global Dance Music

Step inside the history of Ibiza’s electronic music scene with Danny Whittle - the legendary promoter behind some of the island’s most iconic nights. From his early days at Renaissance and Ministry of Sound, to creating We Love… Sundays at Space, shaping Pacha into a global lifestyle brand, and co-founding the International Music Summit (IMS), Danny has been at the centre of dance music’s evolution for three decades.
In this episode, Danny opens up about:
The story behind We Love… and 22-hour parties at Space Ibiza
How he transformed Pacha into a global brand with franchises worldwide
Working with Swedish House Mafia, David Guetta, Luciano and other superstar DJs
The art of promotion, marketing stunts and building residencies
The birth and growth of IMS, and why Ibiza remains the heartbeat of the global scene
The rise of new venues like Hï Ibiza and Ushuaïa, and their impact on the island
Predictions for Ibiza’s future clubbing landscape and the next generation of artists
Key Topics Covered:
Ibiza nightlife evolution from the 90s to today
The making of Pacha’s global identity
DJ-led residencies vs. brand-led nights
Marketing creativity in club culture
International Music Summit origins
The influence of Ibiza on global clubbing
New challenges and opportunities for promoters
Subscribe to Loud&Unfiltered for more unfiltered conversations with music industry leaders, innovators, and cultural entrepreneurs and connect with us on Instagram https://www.instagram.com/jukeboxpr/
Key Moments: 
0:00 Welcome back to Ibiza and new season plans 03:00 Introducing Danny Whittle - Pacha, Space & IMS 05:30 The creation of We Love… Sundays at Space 09:30 Iconic residencies and marketing innovation 15:00 Pacha as a lifestyle brand and global expansion 20:00 Working with DJs from David Guetta to Luciano 27:00 Inside the Swedish House Mafia residency 32:00 Founding the International Music Summit (IMS) 38:00 The rise of Hï Ibiza and Ushuaïa 47:00 Hidden gems and the real Ibiza beyond VIP culture 52:00 Why Ibiza remains the launchpad for global dance music 57:00 Predictions for next season and the island’s future

Inside Ibiza: Who Is Dwayne Muffin? The Internet’s Guide to Ibiza

Ep 9: Dwayne Muffin - One of Ibiza’s most recognisable content creators!In this episode, Dwayne Muffin shares how a last-minute opportunity to visit Ibiza in 2008 turned into a life built on the island. He reflects on how the culture has shifted over the years - from the tight-knit worker’s scene to today’s social media-fuelled seasons.He also opens up about launching his YouTube channel during lockdown, and how it gave him the chance to show a raw, natural side of Ibiza that rarely gets seen.This is a story about adaptation, longevity, and seeing the island through a new lens.

Inside Ibiza: Founding IBZ Entertainment and Shaping the Future with IMS | Mark Netto

Ep 8: Mark Netto - From Space Closing to Founding IBZ Entertainment
What starts as a party… can change your entire life.
In this episode, Mark Netto shares how a spontaneous trip to Ibiza led to him quitting university, walking away from his job in South Africa, and chasing a new path on the island.
He talks about how Space Closing - attended sober and by fluke - shifted his entire perspective, and how it later inspired the infamous Space day parties he would go on to run.
From clubbing obsession to co-founding IBZ Entertainment and shaping some of the island’s biggest music moments - this is a story about trusting your gut and going all in.