Check the western Canada promoter Boodang's Facebook page and one phrase stands out: "In Boodang We Trust." A search for the hashtags #INBOODANGWETRUST and #ILOVEBOODANG brings up posts from thousands of satisfied customers.
Since arriving on the Canadian dance music scene in early 1999, Boodang has built a loyal following, and we're not using the term loyal lightly. Boodang event attendees are almost always return customers—many fans have been attending any and all Boodang-sponsored events for years. Boodang events sell, sell fast, and sell out—even in sparsely populated areas of Canada. When the promoter organizes a show, fans arrive in droves. So how did a small group of Canadian musicphiles, who got their start organizing underground dance parties, turn their passion into one of the most successful event production companies in the country?
Hard work is the first and most obvious answer: fourteen-plus years of hard work. But beyond that, Boodang also embraced its community and held on tight. In early 2001, the promoter gave up underground parties for something more lasting—Boodang worked with the city of Edmonton to throw the first dance music event supported by a new city bylaw. By working with, rather than against, Edmonton's officials and policies, the promoters secured a lasting place in the city as a beloved community enterprise.
Boodang has continued working with, and investing in, its community over the years. In 2007, Boodang became the first promoter to throw an event at Alberta's Shaw Conference Center (owned by the city of Edmonton). There, Tiesto strolled onstage to face a sold-out crowd of 5,100 people. Three years later, Tiesto played to 7,900 at the newly renovated Northlands Expo Centre—a show that Boodang sold out in four days. The walls reverberated with cheers. The rest, as they say, is history.
Boodang believes in building unique brands and experiences at its events. Stellar lineups are a given, but the company's main focus is building its event brands to sustain a much longer-lasting future as DJ prices continue to soar. Boodang spares no expense on production and décor, which has allowed the company to produce record-breaking presales before artists and performers are released.
In 2012, Boodang produced the most groundbreaking EDM festival in Western Canada—the Elements Music Festival. EMF brought together more than twenty thousand music lovers over the course of two days at the Edmonton Expo Centre. Utilizing the entire building allowed Boodang to set up three different types of stages focusing on all the sub-genres of EDM. Elements Music Festival was nominated for an International Dance Music Award (IDMA) for best event in 2012. At the 2013 IDMA ceremony, EMF was listed among such notable festivals as Coachella, EDC Las Vegas, Electric Zoo, Sensation White, Shambhala, Tomorrowland, and Ultra Music Festival.
Boodang's team-wide passion for dance music and attention to detail has made for a winning combination. Its Canadian-based events compete with the best of American music promoters' lineups. Along with a stellar roster of Canadian-based DJs, the team also has a knack for convincing international artists and performers to make the trip north when on tour to perform at its branded events or club nights. The IDMA has placed the Boodang brand of Canadian events among the best in the world.