Tonight their weekly Subliminal Sessions Voodoo Nights at Pacha in Ibiza plays host to hip hop legend P. Diddy.

The party is one of the key events of the summer on the island, that has already seen Kylie launch her album at Pacha, and ahead of BBC Radio 1’s annual blow out this weekend featuring Underworld.

Diddy is a Twitter legend, with over 2.7 million followers and daily tweeting habit. Check out his live (and very lively) feed below to keep up with the action if (like us!) you’re not luck enough to be on the island tonight.

Alchemy Content provides a stream of fresh news content for erickmorillo.com and subliminalrecords.com including artist interviews and release/event news, as well as managing all associated social media profiles and campaigns.

With Erick playing 5 gigs a week across Europe throughout August, on top of hosting the likes of Diddy at his weekly home in Ibiza, there is plenty to talk about with his fast growing online community.

Subliminal Records is also back in a big way as a 100% digital concern, releasing monster tracks each and every week. Check out this amazing video for Erick’s ‘Live Your Life’ single for a taste of the output and the Subliminal parties around the world.

FeedWind

The package contains no less than 3 different remixes from X-Press 2 and has already been given full support by the trio in their sets and charts, plus picked up on by a wide range of international DJs since first emerging at Miami WMC back in March. For this key release, content assets include streams of the track, images and a doc containing interviews with Hakan and Rocky for press/bloggers to use for quotations or in their entirity. All supported across Facebook, MySpace, Twitter and beyond.

There’s plenty more to come from SOUNDZ and it’s legendary house music-focused sister label, Slip N Slide, over the coming months. As online streaming, Twitter and mobile all become increasingly central to the promotion of new tracks, the importance of a good content generation and management package becomes ever more obvious.

@buzzin_fly DJ Ben Watt posted what turned out to be the first online news of redundancies at the vitally important London venue. Within an hour there was plenty of RT action of his original post and the usual overexcited Twitter chatter confusing the issue. By the end of the afternoon things were getting fairly heated on the clubbing forums, forcing Ben to make a statement earlier today.

The one voice that everyone wanted/needed to hear remained deafeningly silent. In fact, as opposed to posting a statement on either their homepage news feed or blog, @fabriclondon contacted Ben and asked him to remove his earlier tweets. As anyone using Twitter (and indeed any web media tools) should really be aware, this is an utterly pointless exercise. It also fuels the gossipmongers no end.

There is still no mention of the rumours – which have of course now spread far beyond Twitter and the forums – on any of Fabric’s online profiles. This late reaction will do more damage to their reputation than gossip ever could. We questioned why it took so long for an official statement to go up on the Matter website last week, but with the venue’s closure and staff being given their marching orders, it was understandable that getting online was probably not the most pressing issue. It’s different this time though. The Fabric blog is still being updated with info about this weekend’s parties, so the wall of silence makes the situation seem dire, when clearly every effort will be being put into making sure the club continues to open as usual, if this is possible.

During times of internal turbulence, no company really wants to have to stand up in front of the public and make a statement until the dust at least begins to settle. But it’s an absolute necessity these days. And it can be done quite effectively in 140 characters. A chatty “will clear up all rumours shortly, open as usual” would have been good. Instead there is confusion leading up to one of the most lucrative holiday weekends in the clubbing year, inflicting both short and long-term damage to the club and it’s fantastic international brand.

It serves as a stark example of how even the most apparently slick, youthful media operations – that are fully blogged, Twittered and Facebooked up – are still a long way off having the digital strategy required to react properly to today’s real time web.

It is not enough to simply be using all these tools, our entire approach towards communications needs to be rethought in order to cope with them. Adapting is proving difficult for most people aged over 25 and most companies with managers over 25, but this absolutely needs to be embraced.

Hopefully Fabric and the many observers of this incident will use it to improve their digital strategy in the ways we often advocate here. Long may the club continue.

All this week we’re out in Mayrhofen, Austria, producing a real-time stream of news content for the official Snowbombing festival iPhone app by Eristoff – Vodka from the Land of the Wolf.

If you’ve got an iPhone or iPod Touch, download it for free while the event is taking place and let us know what you think. You’ll find news, gossip and interviews direct from the week-long festival, which sees artists like The Enemy, Editors, 2ManyDJs, De La Soul, Fatboy Slim, Vitalic, Doves and Friendly Fires playing to 6000 fancy dressed loons high up the Tyrolean alps.

Live Feeds

The app makes use of Alchemy Content’s specialist experience of developing and running mobile applications that go beyond the gimmicks; providing a useful, always up-to-date information service that’s constantly available in a user’s pocket.

Live feeds of high-quality custom content give people a reason to refer to the branded application repeatedly throughout their time at the event. For Snowbombing, we’ve devised an additional Eristoff Secrets feed, offering exclusive calls to action on things like VIP party access, ticket competitions and insider tips for getting the most from the resort.

Intense Usage

Mobile apps based around intense periods of usage, like major events or holiday locations work particularly well, so the Eristoff Snowbombing app is an ideal use of the technology and Alchemy Content’s editorial and project management services. See our Clubber’s Guide to Ibiza app for more.

GPS maps pinpointing and recommending local businesses, a fully searchable events schedule including artist profiles, plus user generated community feeds from YouTube, Flickr and Twitter all add to the application being an essential download for anyone – whether out at Snowbombing or not – with an interest in the artists or wanting an interactive guide to the best of Mayrhofen’s après ski.

Download the Eristoff Snowbombing app for iPhone or iPod Touch.

Electronic music’s most legendary mix CD series and its associated record label, Global Underground, has just completely relaunched its online presence, with Alchemy Content now providing regular editorial feeds and social media management for the brand.

GU was way ahead of the game in terms of building a passionate fan community on its site over a decade ago, but little much had changed about the basic site design over the years.
The brand new Globalunderground.co.uk has a completely fresh visual identity, a strong new Heritage section telling its history via those infamous City Series mix CDs, less intrusive but more comprehensive e-commerce for buying music and merchandise, plus new Tours, News and Forum sections to make the most of the strong community, rather than hiding it away as before.

The famously acerbic regulars on the GU forums have been quick to make their opinions felt, but the 2-way conversational approach of the new site is already paying dividends, opening up a real dialogue with the loyal fanbase to help provide the facilities they actually want. It’s a really exciting project that should see the label fully take advantage of today’s digital media tools to build upon its amazing international following.

Alchemy Content will be producing short regular magazine-style content and social media activity for GU, with the next big milestones being the return of the club residency at London’s Ministry of Sound on March 6th and the annual WMC party at Mynt in Miami on March 24th.

THE BIGGEST NIGHT IN DANCE MUSIC RETURNS…

WEDNESDAY 28TH OCTOBER, 9PM- 3AM, MINISTRY OF SOUND, 103 Gaunt St, London, SE1 6DP

ARMIN VAN BUUREN
DAVID GUETTA
ABOVE & BEYOND
SEBASTIAN INGROSSO
SANDER VAN DOORN
GARETH EMERY + More to be announced…
Nearest Tube: Elephant & Castle / Charity Donation: £10

The votes are in and the numbers are being tallied as dance music readies itself for the biggest awards night of the year. We can now reveal that The Top 100 DJs Poll Party powered by Trackitdown.net will take place at Ministry Of Sound on Wednesday 28th October.
2009’s party is the biggest yet – with a line-up to match. Armin van Buuren, David Guetta, Above & Beyond, Sebastian Ingrosso, Sander van Doorn, and Gareth Emery will be taking to the decks, with more names to be announced shortly.
The ceremony itself will be held around midnight. In addition to the award for the No.1 DJ, awards will also be presented to the highest DJ in each genre, the highest climber, and the highest new entry.
Held annually as a charity event, this year’s beneficiary is the Royal National Institute For Deaf People (RNID). Donations will be taken at the door.
Please note, the Top 100 DJs Poll Party sells out every year and always turns into a roadblock – make sure you arrive early to avoid disappointment.

More info at DJmag.com and via @top100djs on Twitter.

WIN FLIGHTS, HOTEL AND VIP PASSES TO THE PARTY!

ENTER THE NO1 FAN VIDEO COMPETITION ON THIS MUZU PLAYER (Closing date Oct. 14th)

DJ Magazine on MUZU.

BE AT TV TOP 100 DJS PARTY BROADCAST
Be At TV is the world’s first web TV community for global clubbing; connecting fans of electronic music with the world’s top DJs, bars, clubs and live events. www.be-at.tv broadcasts exclusive audio-visual content – from multiple camera angles and in HD – for its members to access wherever and whenever they want and for free. The b@ community means you can personalise and even upload your own content and meet like-minded clubbers.
Partnering with DJmag this year, b@ will be broadcasting the whole Top 100 event the next morning at www.be-at.tv. Its the only way that music fans who can’t be there can catch entire sets from the DJs topping this year’s poll. While those lucky enough to get in can capture and share their best bits through video tagging.

ABOUT THE TOP 100 DJS POLL
Since the early 1990’s, the Top 100 DJs Poll powered by Trackitdown.net has grown to become the biggest annual event in dance music. Inclusion in the illustrious ‘100’ is the dream of every DJ, from rising stars to the likes of global heavyweights such as Armin van Buuren, Tiesto, David Guetta, and beyond.
The Top 100 DJs Poll now attracts hundreds of thousands of voters from every corner of the globe, reinforcing the fact that dance music is a truly global culture. To put it simply, there is no other music-related poll like it in the world.
The Top 100 DJs Poll is a public vote where voters are given the chance to name their Top 5 favourite DJs in order of preference.

• Alchemy Content is working the digital/social media campaign for the poll.

• Alchemy PR is running the traditional press and TV campaign.

• Alchemy Radio is handling radio promotion of the event.

We’re proud to say that Alchemy Content was a winner at the Mobile Content Awards 09 on Thursday night. Our work on the Ministry of Sound Clubbers Guide to Ibiza iPhone app saw us take the Silver Award for ‘Best Handset Application’, with the Financial Times taking the Gold.

This was great recognition from the mobile industry that our custom editorial production and management services are exactly the kind of innovation they wish to see more of on handsets in the future. As providers of all kinds of digital content and proponents of an editorial ‘feed culture’ this couldn’t be a more appropriate accolade, so we were very pleased to collect our award with Tom Bulwer representing MSHK/Ministry of Sound.

The final winners in the Best Handset Application category were:
Gold – Financial Times for FT iPhone App
Silver – Alchemy Content / MSHK for Ministry of Sound Clubbers Guide to Ibiza iPhone App
Bronze – Airborne Mobile for Homes on Mobile Phones Real Estate App

Great Feedback

While we’re banging the drum for the app, we’ve been particularly pleased with the feedback from users too. Here’s a sample of the kind of emails we’ve received:

“The app is brilliant. I used it in July and check it most days over here in the UK too. And these competitions are excellent!” Isla

“The iPhone app has been REALLY useful even in the run up to the holiday and I am sure it will be even more useful once we are out there.” Mark

And a couple from the iTunes App Store reviews, where the average rating is 4 out of 5 stars:

“This app is SO good! Totally essential if you are on your way out there, you lucky git!” banarydan

“I don’t normally ever write reviews but I got this 2 weeks before I’m due to go, was a bit apprehensive whilst downloading but it’s well worth it. Tells u all that is going on in the main clubs and how to get there too, and other studff like news and what’s on tonight… seriously get this.” Mamba man

Thanks go to Patrick Hagenaar for the original commission and Elliot Bowes at Active Guru for the development. If you’d like to speak to Alchemy Content about managing a content based mobile project like this then we’re ready to help and full of new ideas. Here’s to more awards and content innovation…

More details on the Clubbers Guide to Ibiza iPhone app.

Pioneer’s excellent video blog DJsounds has been going for a few years now and is a great example of how to use AV content to promote a brand.

It’s obviously particularly apropriate for Pioneer, who are busy bluring the lines between audio and video in the DJ booth, which explains their early adoption and enthusiastic use of video as the prefered method to speak to people online.

The brand maintains a major presence in Ibiza, and were sponsors of last month’s International Music Summit, where they thrust a mic in my face to contribute to this summary of the 3-day event.

Fortunately it was reprinted in the California Chronicle, (otherwise it’s only available to MW website subscribers) so it can now be enjoyed by all in a digital format.

Other contributors to the debate include representatives from Beatport, DJ Magazine, Get Physical, Utah Saints, Groove Armada, Compost, Above & Beyond/Anjunabeats and Positiva.