Maestro of the DJ biz
Gerry Gerrard is either the last of a dying breed or the first in line to catch the coming wave. As founder and president of Chaotica, a booking agency with a veritable “who’s-who” roster of DJs and dance music artists, Gerrard is the guru of the music once called electronica, over-hyped as the next big thing in the mid-1990s. “It was just too much too soon,” says Gerrard. “Electronica was never going to take over rock; it was just becoming a very large niche.” But dance music is hardly kaput. Paul Oakenfold — the world’s most famous DJ and Chaotica’s flagship client — recently sold out Denver’s huge-capacity Red Rocks for the second time, even without a supporting act. And last April, Gerrard brokered a deal that brought French legends Daft Punk to the Coachella Festival, where fan response was even more enthusiastic than in the duo’s heyday. Gerrard also sees great potential for the future, especially on the European scene, but rising homegrown stars like Gerrard clients Sandra Collins and Gabriel & Dresden could lead an old-fashioned rave-tent revival on these shores.
P.O.V.: “As far as I’m concerned, there’s no difference between what a DJ can do and what a rock band can do. It’s just that they have to do the work, they have to tour.”