Storm Music Group was initially created from a passion for music and a deep-seated desire for unique, uplifting experiences. Through the group’s commitment to chasing and nurturing that energy, their team has created an ethos around their music and live events where music and emotion intertwine, resulting in an unparalleled experience for their audience, which is hard to pull off in today’s industry.
With eyes set on future growth and a passionate dedication to the label’s original ethos, Storm Music Group is undoubtedly a powerful force in the world of underground dance music, making waves across the industry and soon, beyond.
After the smashing success of their debut event in early June 2023, we decided we had to catch up with their logistical team and see what went into throwing such an event and how they plan to capitalize on the momentum the launch of the event series has given them. Laurens Lemmens and Hugo Carter, Storm Music Group’s label manager and event coordinator, respectively, were kind enough to sit down with us so that we could pick their brain about the future and direction of the music group.
What unique features do Storm Events offer that set them apart from other parties?
Laurens Lemmens – The most important factor at our events is the positive, uplifting energy it brings the people. Part of that, of course, is the musical identity that Storm developed. Our music evokes emotion, and combined with the energetic rhythms, it is meant to take our audience to extremely high positive energy levels. This is supported by our shows, where we put much effort. At certain moments the STORM is unleashed, which means that at a sudden moment, the music, the lights, and the dancers all move in sync and symmetry.
Hugo Carter – The Storm experience is glamour, luxury and passion built into a party concept. The company sets itself into the path to ultimate success by working with unique venues such as the exclusive glass dome of Skyfall Barcelona, having pure diggers selecting fresh unreleased, unplayed, and classic tunes, an unheard music evolution shifting from groovy/funky House beats to classic/minimal Techno and Trance masterpieces or counting with an open-minded, stylish, sensible and loyal audience to bring powerful energy and unity to their dancefloors.
Do these unique features play into the purpose and ethos behind your motivation to start and expand these events?
Laurens Lemmens – Yes, when we attended events, we also experienced these moments, but it was more a coincidence than a feature of the party. When we started the label and 2 years later, the events it was a way of bringing this vision to life. It was amazing to see that the people responded so well to this, while there were people of all ages and from different parts of the world. It proves to us that the energy of our music connects people on a deeper level tearing down all boundaries.
Hugo Carter – The identity of Storm’s concept perfectly correlates with their deeper purpose as a company to inspire their audience to make their fantasies come alive. They make their dancefloors intense and meaningful to pump motivation, joy, and light into people.
Why were Holland and Spain chosen as the initial locations for Storm events?
Laurens Lemmens – Holland was a logical choice as it is our home base. Also, we are convinced that Holland at this point, is missing something. In early 2000 Holland had the best EDM events in the world and a very active club scene. Not a lot is left of that. We feel now is the time to bring back the energy of these days to the new generation. Regarding Spain, we saw a lot of engagement from the Spanish territories for that reason, it’s a logical choice for Spain—the plan for Spain to move to Southern America in the future.
Hugo Carter – These decisions were guided by brand expansion opportunities, connections to music industry experts and intuition.
What strategies does Storm employ to remain competitive in the events industry?
Laurens Lemmens – We are not in the market for making a profit but for bringing together the creative energy of passionate individuals to create music that touches the soul and unearthly experiences at our events. We are putting all our effort into creating the best possible products, and we are convinced that these creations will having us stand out from the competition.
Hugo Carter – Storm puts into practice various strategies to remain competitive in the events industry by constantly innovating and optimizing their promotion branches to bring light to their unique selling points mentioned above.
How do you envision Storm events evolving in the next 1, 5, and 10 years?
Laurens Lemmens – The events will grow in size and number. Also, the number of destinations will grow. The key to this growth is to keep the identity and energy of all events at its core. This is crucial. The good thing is that because we run a label, we can ensure that the music that brings the right energy is released. We are sure that within five years we will be one of the world’s leading events brands.
Hugo Carter – Storm is a very ambitious, hardworking, and promising brand. They envision unseen, innovative and revolutionary big-format events for thousands of people in the most exclusive spaces.
Will Vance is a professional music producer who has been involved in the industry for the better part of a decade and has been the managing editor at Magnetic Magazine since mid-2022. In that time period, he has published thousands of articles on music production, industry think pieces and educational articles about the music industry. Over the last decade as a professional music producer, Will Vance has also ran multiple successful and highly respected record labels in the industry, including Where The Heart Is Records as well as having launched a new label with a focus on community through Magnetic Magazine. When not running these labels or producing his own music, Vance is likely writing for other top industry sites like Waves or the Hyperbits Masterclass or working on his upcoming book on mindfulness in music production. On the rare chance he's not thinking about music production, he's probably running a game of Dungeons and Dragons with his friends which he has been the dungeon master for for many years.
