It is the Music: chatting Rotate with Sam Ashton

By Robin Reinders

From first-year club-goer to helmsman of Durham’s leading dance collective, SAM ASHTON tells ROBIN REINDERS what it means to define Durham’s dance culture.

In a city better known for gowns, chapel choirs and cobblestone streets, Rotate has carved out its own corner of Durham life – a bass-heavy, neon-lit space for dance music fanatics to flock. This year, Sam Ashton takes the reins as director. THREAD’s Robin Reinders sat down to talk about his journey from first-year club-goer to helmsman of Rotate, and what influence it’s had on the student social scene.

How were you first exposed to Rotate? How did that lead into your involvement and becoming director?

 First exposure would’ve been in my first year when I was going on nights out and actually not realising what it was. I just remember hearing the music and thinking ‘Oh, this is a bit of me!’ Through the year, I slowly started to realise it was Rotate. That’s why I was enjoying the music – because it was the only place that were playing dance music on nights out. Through that, I started speaking to the team and it was a very linear progression to DJing for Rotate and now directing it.

From listening to then producing the music – how did you find yourself in a leadership position?

I never thought, at all, that I’d be leading Rotate! Through last year, I got really close with Ben Prideaux who was running it, and then I started to take on more responsibilities and learn the experience of running events. So when Ben graduated, it was a kind of handing over of the keys: ‘You know what to do, you’re the right fit for the job.’

Who is the team behind Rotate?

We’ve got Laily [Pourghadiri], my good mate who I’m working so closely with. The rest of the core team is really exciting! We’re lucky with the amount of DJs we have – Roemer and Char, Ludo Benney, Ali Noble.

You didn’t expect to land in this position, but what do you hope to accomplish by the end of your year as Director?

 I want to leave Rotate in the progression that it’s always and already been heading towards. We had our best year of growth last year, so I want to carry that on. I’d also like to put a name to the events people are going to. Like I mentioned, when I was a fresher I would often go to cool club nights or events without identifying it was Rotate. If I could make Rotate more of a well-known name – more than it already is – I’d be pretty happy. People need to know that Rotate events are happening and that they’re good.

Talk to me about what the Durham nightlife scene was like before Rotate.

There wasn’t really any real dance music in Durham; there wasn’t a spot for it. All the clubs were playing classic cheesy music. And so I think the fact that it’s been going for so long shows there is an appetite for it, and if Rotate wasn’t there I don’t even know what would’ve happened over the years.

Rotate is a very contemporary concept – something unexpectedly urban. Was that always the idea?

It's always been about the music. You could sell out events easier if you catered to the large majority of people who just want to drink and have a space, but Rotate has always been about the music and providing the scene for people who want to hear dance music or house or garage. Expanding horizons is a goal, but I don’t want to do that by sacrificing the character of Rotate. It is the music.

Has the music students want to hear changed over the years?

It depends on what’s relevant in the wider dance music scene. You’re safe with house – there’s a type of house everyone will love! When I go to events in bigger cities, quite heavy speed garage is up there. With the Durham crowd, it doesn’t go down as well. Not everyone likes dance music, so playing something that’s got a bit of a groove helps.

Less events company, more student cultural movement – how has Rotate shaped how students ‘go out’?

So many events spaces that become popular in Durham are usually done first by Rotate. Terrace parties at The Angel – Rotate were the first people to get that trend going. It’s a cliché but until something changes, nothing changes. And it’s usually Rotate that take the first steps in new event spaces, and other people then follow.

Rotate undoubtedly have influenced student life, but how has Durham shaped you?

You’ve always got to factor in who you’re catering to. At the end of the day, there’s no event if there’s no people going to the event. In exam season, for example, we might still run Weekly Wednesday, but just use our student DJs and not book external ones. There’s a fine balance between being ambitious and playing it safe. It’s quite risky, there’s a bit of a nerve to it, but to have the success you have to take the risk. And we’ve found, in our past, that it’s always been successful.

Walk me through how you choose your DJs.

On Wednesdays, Rotate’s resident DJs will have a slot, but a lot of the time it’s just a random student who wants to have the chance to play in a club – which is something you wouldn’t get anywhere else. We’re pretty fortunate a lot of people contact us. Durham’s small size also factors into it: word of mouth gets around really quickly. I’ll hear someone say ‘This person is DJing, they sound good’, and I’ll ask them for a mix and see if we can get them in the club.

Do you think Rotate has helped elevate local DJ talent?

Yeah! I remember personally in first year trying to get into the scene, Ben offered me the headline slot. From there to now I’ve supported people like Ross From Friends, and that’s pretty nuts to me. That could not have happened without Rotate.

How much focus is put on the full sensory experience of a Rotate event?

We’ve really started to ramp that up. We bought a massive neon ‘ROTATE’ sign to put behind the DJ deck – for brand visibility. For our summer terrace parties at The Angel, we had a massive last-minute delivery of decorations and plastic ivy. The music can be good, but we want it to feel like a whole experience, not just ‘Oh, I’m in a pub’.

What makes a Rotate night different from any other night then?

It sounds cringey to say this, but it does feel cool. It’s the only space for a club night to listen to dance music. It’s run by students, so you’re not supporting some distant brand; you know the people running it. When I first went, I wanted to be part of it – and I think other people feel that too.

You take pride in being student-run, but what have been your biggest challenges?

Time. We’re doing degrees and have other commitments to balance while also running an events company. That and competing with external companies whose whole job is running events. It’s always a challenge putting on the same level of – and even arguably better – events whilst you’re a student.

Tell me about a night where things didn’t go to plan.

During those summative weeks, there are times where the tickets haven’t sold, the club isn’t full and you’re sat there like ‘I don’t have this’. But you have to just have laugh and realise you’re working with your mates to produce something that, big-picture, is a massive success. It’s about perspective.

What doesn’t the average attendee realise goes into pulling off a Rotate event?

It’s a job that doesn’t really have a shut-off. Throughout the whole week, you have to be on-call 24/7. We’re running what we consider to be a premium company, and so you have to maintain a level of professionalism. People don’t really realise that. They think ‘You’re doing Rotate, that’s cool’, but there’s so much to consider, and it can kind of consume you sometimes.

What’s next for Rotate? Any events to get excited about?

I’m super excited for the Rotate collaboration with DUCFS again! We’ve got a terrace party with you on the first Friday of Fresher’s Week. And people should keep their eyes peeled for new event spaces that we’ll pioneer.

What would you say to a fresher to convince them to attend their first Rotate night?

‘Have you been out in Durham yet? What have you thought of the music? Do you enjoy dance music? Do you want a space that’s fresh, welcoming, friendly and a cool thing to be part of? If so, Rotate is the place for you.’

The team at Rotate are committed to keeping the company’s spirit alive: student-led, music-first and unafraid to innovate. As Michaelmas kicks off, we know Durham’s dance scene is in safe hands.

Image credit: Rotate