The 'underdog' nightclub that brought Ibiza to Norwich
A city centre building that housed an accountancy firm just a few years ago is now known as one of the best dance venues in Europe.The team behind Gonzo's Two Room on London Road, Norwich call themselves "underdogs", lacking the big budgets of nightclubs in London and Ibiza.This is the story of how it came to be shortlisted for the BBC Radio 1 Dance Awards prize for best venue in the UK and Europe.
Owner Mike Baxter wanted to create somewhere people could go for a night out that was not too commercial. "We wanted to make it a very clear and separate identity to anything else you would find in Norwich. We wanted a nice place for our friends and a nice place for our community."We weren't ambitious people by any means but one day we had the opportunity to buy the building."Our dad had hundreds of thousands of records growing up and so did we, we had CDs, and that's pretty much what we spent our money on as kids. "We were able to lean in and create the two-room, which is basically not for profit, but for the love of music."
Gonzo's booking manager Levi De Belgeonne said: "We're not Ibiza, we're not London, not Liverpool, Manchester - we haven't had the budgets of some of those huge clubs, so when we're trying to attract DJs to pay, we can't go toe to toe when it comes to the financials but we do have a lot of love."Norwich has always been known as a good city for local bands, for indie bands, big touring bands.Mr Baxter added: "We are an underdog story and I think artists love that... it's not just a faceless identity in a big city full of clubs and venues, it's a real part of the community."
He explained how the history of dance music in the UK stemmed back to 90s rave culture. "Lots of that was the illegal raves out on farms, the parties in the fields... some of the acts we have now were the teenagers themselves in the fields."For years after the rave scene, everything was locked up in the city. You would go to Ibiza for dance music, you would go to a super club. "For us to have found a way to bring that to Norfolk and make it so that people can celebrate that and see that in a small venue, I think has been really special." Social media and word of mouth is how Gonzo's has created a customer and fanbase. The nightclub has been shortlisted alongside 10 clubs in London, Manchester and Ibiza for the BBC Radio 1 Dance Awards prize for best venue in the UK and Europe. "I think the joke we've been making is we've heard of every one of those clubs except for us!," Mr Baxter said.
Gonzo's is known as a place to finish off a night out and it seems to draw people back time and again.Joe Savory, 21, said although it might not be able to match clubs in Ibiza, it had a "great atmosphere". He said: "I really do like it in there. It does get chaotic in there but I've only been there a few times. It is a good atmosphere if you like to have a dance and like your music."
The venue is also memorable for 34-year-old Rachel Martin, who said: "It was our first baby-free night out and my husband and I had a few drinks... it was awesome."We didn't get home until 06:00 the next morning, so great times. "I haven't been to Ibiza but anywhere that gets us to stay out until 6am in Norwich should probably get some sort of award." The winner of the BBC Radio 1 Dance Awards prize for best venue in the UK and Europe will be announced live on Radio 1 Dance from 18:00 GMT on 21 February.
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