JEDDAH –– “Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.” — Steve Jobs Reliant on this philosophy, THINK events think differently. Founded by Greg Dufton and Tim Derry, THINK ME (Middle East) aligns itself as the pioneering star in the world of events and PR within the region. Sandance at the Atlantis on October 12 is their next best venture, bringing in world's renown artists like the legendary band- The Fray, Dutch DJ Chuckie, Mat Kearney, Saudi EDM producer Omar Basaad, Krafty Kuts, Dizzee Rascal, DJ Fresh, Frankie Knuckles, David Craig and Smokingroove. Dufton, who has worked for over seven years in events, talks about the current nature of event management and marketing scope for THINK and others within the region. The duo has worked previously with Sony, Chi, Vibe (Deep Nights), New Dawn (360, The Apartment), ‘Faithless' Dubai tour, among others. With the aim to put on the best show, THINK manages to bridge the gap within the multicultural spectrum of the Middle East and brings together phenomenal artists who are a mixture of British, Dutch, American and even Saudi. “October 12 will definitely have an appeal to a widespread and mixed crowd. It's definitely our most musically diverse one yet,” said Dufton. Avicii, the 23-year-old Swedish DJ, who ranked No. 6 on the Top 100 DJs list by DJ Magazine in 2011 is set to play at the Atlantis on October 18. Saudi Gazette: Tell us about yourself. How did THINK make it to the UAE and what is its current status quo? Dufton: Think has owned and run by myself Greg Dufton and Tim Derry. I come from many years in events, 7 of which in Dubai. Tim spent 11 years with the ad agency Saatchi and Saatchi. We formed the company just over 2 years ago offering an events, PR and marketing agency under one roof. We handle clients such as Sony, Pioneer and Atlantis HotelSaudi Gazette: How did THINK manage to bridge the gap between the East and the West with artists like Chuckie and Omar Basaad? Dufton: Dubai is a very multicultural place so we try to offer entertainment that appeals to all different types of people. We have a good understanding of what each act will attract and so ensure we have a real mix in all of the events. The most important thing is that the quality of the music is always high. Sandance has a reputation of delivering great music and we always have to do that. Saudi Gazette: With so much competition with event companies, what is your goal and how do you manage to keep yourself ahead in the game? Dufton: You are right. People seem to set up event companies without having any real knowledge of it as it seems like a fun thing to do. We are very professional in what we do and with events like Sandance we have a proven track record, which we can take to new clients. We don't run the company from huge expensive offices or hire hundreds of people. It's about steady growth and making sure each event we do earns peoples respect.Saudi Gazette: What is essential about SANDANCE organized by Think and how has it been different than other artists who have traveled to the UAE before? Dufton: Sandance is different from other concerts and events in the past because of the mix of music styles and the progression of the music from sunset to the end of the night. To have soft rock band like The Fray on the same bill as a drum and bass/dubstep act like DJ Fresh sums up Sandance's approach to the event. We also always try to bring a few acts on each lineup that have never been here before. These have included The Script, Snow Patrol, Rizzle Kicks, Example, Travis, Morcheeba, Richard Ashcroft. Saudi Gazette: What are your expectations from this tour? Dufton: October 12th will definitely have an appeal to a widespread and mixed crowd. It's definitely our most musically diverse one yet. We anticipate a crowd between 10 and 12,000 people for this one. The weather is becoming perfect now so people can't wait to get out on the beach again. The location and setting is such an important part of the whole Sandance experience. Saudi Gazette: How has the tour come about at this time? Has THINK ME made a conscious decision to bring The FRAY, EXAMPLE, DJ Krafty Kuts, Mat Kearney, DJ Fresh, Frankie Knuckles, Omar Basaad and DJ Chuckie to the UAE during this time of the year? Dufton: I am in charge of the bookings and it often comes down to availability and also what we feel is popular at the time, perhaps the track are played a lot on the radio here. We don't plan too far ahead but always make sure that we have a sunset act, a live band and some DJ's at the end of the night. That is the formula we try and stick to. Saudi Gazette: Does THINK plan on hosting events throughout the Middle East or only in the UAE? If so, why? Dufton: Maybe one day but we would have to feel like we completely know the markets before we do. Events are a very risky business and you really need to know the people and the community you are promoting to. Saudi Gazette: Future plans for THINK ME? Dufton: We will continue to work with Atlantis on Sandance but also look to keep expanding the corporate side of the business. We have done some successful product launches we know this is an aea we can continue to build on. Sandance is becoming more and more known internationally and I believe that if it continues to grow at this rate it will be recognized as one of the great festivals to go to in the world. We could never compete with the likes of Glastonbury and Coachella for size and lineup but I believe its a really unique experience being on the beach on one of the man made wonders of the world The Palm. Sandance is the '5 star festival.' Saudi Gazette: How is the response so far especially with AVICII coming up a week after SANDANCE? Dufton: It has been good. We have tried to get Avicii on Sandance events before but because if his schedule it has not been possible. We are offering a special combined ticket of only AED 400 so people can go to both Sandance and Avicii., We see that they do appeal to slightly different crowds. There are some people who aren't bothered about seeing live bands who will go to Avicii and visa versa for Sandance. Saudi Gazette: Why is Avicii not part of SANDANCE? What is exclusive about his event? Dufton: It has been difficult to make the dates work, also Avicii does prefer to do his own shows rather then be on a bill with other artists. Saudi Gazette: What are you looking forward to the most during this SANDANCE? Dufton: Mat Kearney at sunset. I really like his tracks 'Ships in the Night' and 'Hey Mama' and I love the sunset party of the day. It hasn't got too hectic yet but you can feel the excitement from the crowd about the night ahead.
