Behind the Scenes of Gimme Gimme Disco: A Conversation with the Founders

In an engaging dialogue, Ethan Maccoby and Alex Badanes, founders of Burwoodland and its popular event Gimme Gimme Disco, look back on the success of their flagship event celebrated in New York’s Rooftop at Pier 17.

Launched in 2015 with the concept of a sing-along party for millennials, Gimme Gimme Disco quickly became a phenomenon. The founders reported more than 2 million tickets sold across 5,000 events in over 250 cities and 10 countries, boasting a staggering $30 million in ticket revenue and $24 million in local economic activity.

Last month's Gimme Gimme Disco Fest stunned attendees once again with a nostalgic celebration of disco, featuring iconic hits from legends like ABBA and the Bee Gees. Ethan and Alex emphasize the event’s focus on audience experience rather than celebrity headliners.

Hypebot: First off, congratulations on a successful Gimme Gimme Disco Fest this year! How did you feel it went?

Ethan and Alex: "Thanks! We loved this year's festival. We really elevated our visuals with enhanced production elements, like disco ball head dancers. The Rooftop at Pier 17 is spectacular, providing an incredible backdrop for fans to celebrate our cherished genre."

H: The vibe at Gimme Gimme Disco feels both grand and homey, akin to a friendly house party. How do you achieve that ambiance?

E&A: "The crowd sets the tone. Attendees of various ages come dressed in their disco finest, creating a vibrant energy that fuels the whole experience. Disco transcends generations, uniting people from different backgrounds under one harmonious vibe, which feels incredibly special."

H: Every event faces challenges. Have you encountered any significant bumps along the way?

E&A: "Definitely. Not every show reaches our sales expectations due to various factors like timing and market conditions. Plus, we can’t please everyone regarding the playlist—there’ll always be differing opinions about our song choices. The beauty lies in satisfying both the diehard fans and the casual listeners who may only recognize the major hits."

H: When did you realize that this model could work beyond Brooklyn?

E&A: "Following our initial success in a smaller Brooklyn venue, we expanded it nationally. Our established relationships with venues and promoters enabled us to bring Gimme Gimme Disco to cities far and wide. Disco is loved universally, which gave us confidence in its potential popularity across the U.S."

H: Looking back, what were some lessons learned that you've integrated into your operations?

E&A: "In the early days, we often relied on just a laptop to pump out our favorite tracks in small spaces. Now, we've significantly upgraded our production values with talented dancers and stunning visual displays that synchronize with the music. Our approach has matured—we've learned how often to return to each city, how to structure our playlists, and we now embrace audience participation more fully."

H: What do you love most about live music?

E&A: "Live music creates a temporary refuge for complete strangers, where personal differences fade. For just a few hours, attendees share genuine connections through their love for music. It's exhilarating to witness folks singing together, forgetting their individual backgrounds, and simply enjoying the moment."

H: Would you say live performances and touring are vital to artists today?

E&A: "Absolutely. The unique atmosphere of a live event is irreplaceable and cannot be recreated through a screen. Bringing people into a shared space fosters connections that often lead to lifelong friendships, even relationships, born from a shared experience."

H: Can you elaborate on marketing, particularly how you target specific audiences?

E&A: "Marketing is definitely a core component of our brand's success. Our organic social media engagement, especially on Instagram and TikTok, is crucial. We collaborate with local DJs, promoters, and photographers to foster community. Local publications also play a role in driving visibility. Moreover, we employ paid advertising strategizing through platforms like Instagram and Facebook while occasionally partnering with influencers to extend our reach."

H: What does a day in your life typically look like?

E&A: "Each day is unique. Early in the week, we focus on event announcements and calibrating marketing strategies, followed by logistical checks with venues and promoters closer to showtime. I also take time to connect with our booking team to target our outreach accurately, culminating in attending the shows to witness the fruits of our hard work—watching people come together over music is the ultimate reward."

H: On a lighter note, what’s your usual lunch order?

E&A: "For a quick grab, I'm all about a salad from Trader Joe's while sitting in Domino Park. Otherwise, I’m always excited to try new local eateries around Williamsburg—there's an abundance of fantastic spots nearby!"

Discover more about Gimme Gimme Disco and Burwoodland. Also, follow Gimme Gimme Disco on Bandsintown.

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