Ministry Of Sound is the world's most recognisable dance brand. After years of heavy criticism, the club has started to improve in the last 18 months. Its latest Friday night music policy could be the beginnings of a new, improved MOS.
Words: Terry Church

A lot has happened at Ministry Of Sound since it first opened its doors in London in 1991.

During the early 1990s, Britain's original superclub turned clubbing into a corporate enterprise and became the most recognisable and successful dance music brand in the world.

But by early 2001, the venue became seen as little more than a shop front for its global merchandising - mainly dad house albums - because it simply became too well known to be considered a cool nightclub.

Whilst Ministry's many record labels and subsidiary projects continued to flourish, the club seemed stuck somewhere in 1999.

After a prolonged period of bad press, including articles in DJmag, things have recently started to improve.

Encouraging signs of a regeneration appeared when Smokin' Jo & Tim Sheridan were brought in to host their Ibiza party NastyDirtySexMusic at the Elephant & Castle venue.

The underground house night breathed new life into the club, and helped attract visits from a wider range of dance music enthusiasts.

After years of being a commercially viable, but unashamedly mainstream orientated mega brand, it was always going to take more than a couple of underground promoters for clubbers to respect the venue once again.

Ministry's new Friday night music policy - called Switch - could be the vital kick-start that the club needs.

"It's a daily challenge balancing credibility and financial success," admits Amy Thomson, the lady in charge of Switch.

"But for the last two years, we've definitely hit the right balance and the club is really rocking," she says.

The clue to Ministry's new Friday concept is in its name.

Each week, the club will switch music genres and DJs, and the only rule it has, is that there are no rules, especially when it comes to music policy: Switch's line-ups are the most wide-ranging the club has had in years.

At the launch party on 30th September, Groove Armada, DIY, and Gilles Peterson will be playing a sound that treads somewhere between house and funk, but the following week Jazzy Jeff and other urban DJs will play hip hop and breaks.

On 14th October, drum & bass DJs Bryan Gee and Shy Fx will play alongside dark breakbeat jock Zinc, whilst the following Friday will be very much a house and techno affair with Christian Smith, Billy Nasty, and Kevin Saunderson spinning.

"People have wide music tastes nowadays," says Thomson.

"The days of superstar DJs filling venues is over, and clubbers now expect more variety.

"Switch is our experiment, but lots of different music genres in one club is nothing new - it's what clubbing used to be about.

"Now that dance music is back underground, Ministry has to cater for it," she adds.

Of course, many will be quick to point out that whilst Ministry's club directors have every intention to move towards a more diverse and underground musical policy, its CD compilations and record releases are pulling the opposite way.

The gap between Switch's line-ups and Ministry's shamelessly commercial CDs is musically monumental.

"There's a team ethos at Ministry," says Thomson.

"The club people and the label people work together, but there's always room to experiment with things like Switch.

"That trend is going to continue - we're planning to bring live music and bands to the venue, and to do some burlesque-style club theatre shows on Saturdays."

Within the next year, Ministry will launch a new style of club night, that will see circus freaks, midgets, and magicians entertain clubbers whilst they party.

However, Thomson is quick to dispel any suggestions that it sounds similar to Ibiza's infamous Manumission parties at Privilege.

"It's going to be a lot more interactive than that," says Amy.

"The performers will be part of the crowd and not on stage, so it's more personal - they're sure to create a raucous atmosphere and we're really looking forward to it."

So is it possible for Ministry Of Sound to go full circle, and rekindle the ashes of its glorious past as the world's number one club culture ambassador, to force its way back into the hearts of a completely new generation of clubbers?

"I'm certain we can do just that," says Amy Thomson.

"I used to work at Ministry about eight years ago at its peak, and the vibe now amongst the team here is very similar to it was back then.

"There's a tremendous spirit in the air, and we've made huge steps in the last couple of years.

"Ultimately, we want the club to have a reputation for excellent, underground music no matter what night of the week it is, and when that happens, we can support the underground and give relatively unknown DJs and acts the props they deserve."

There is a lot of truth in what Thomson says.

If Ministry sticks with Switch, and with its other underground dance music promotions, even if they aren't all financially successful, its reputation for supporting good music will surely develop.

Dance music has certainly gone full circle. Ministry still could.

Switch, Every Friday at Ministry of Sound from 30th September.

10pm- 5am £10/12 entry.

OCTOBER LISTINGS

FRIDAY 30th SEPTEMBER: LAUNCH

Groove Armada DIY Gilles Peterson Ross Allen Horse Meat Disco

FRIDAY 7th OCTOBER: HEROES OF HIP HOP

Jazzy Jeff Premier Mark Ronson Shortee Blitz Rishi Rish DJ Semtex

FRIDAY 14th OCTOBER: FUSE

Zinc Swift Friction Shy FX Bryan Gee Artificial Intelligence hosted by Eskman Dan Greenpeace Sway Klashenkoff Skinnyman

FRIDAY 21st OCTOBER: ABATTOIR presents Tronic Records

Christian Smith Billy Nasty Kevin Saunderson Playground and Robot Love present Simple Records Will Saul Alex Marks Cedric Mason Lil Lucy Alice Fine Polly Phu

FRIDAY 28TH OCTOBER: CROSSOVER

Eddy Temple Morris presents Dub Pistols (live) feat. Terry Hall (The Specials)

www.ministryofsound.co.uk