First Shots Fired In Amnesia vs [UNVRS] Cold War.
A recent video published on Amnesia Ibiza’s social media platforms has appeared to open fire on its new neighbour, the Ushuaia Entertainment-owned UNVRS hyperclub, which is set to open across the road from Amnesia next season on the old Privilege site. In the video, Amnesia claims it is now acting as the “resistance against the norms, the system, and the monotony” on the dancefloor in Ibiza. “We come from the real world; we don’t need another Universe to be truly free.” states the video accompanied by Martin Luther King’s iconic I Have A Dream speech. The move is viewed by many on the island as a shot across the bows of its main competitor, UNVRS, which is expected to have a life-changing impact on the old hippy club, which opened in 1976.
No love is lost between Amnesia and Ushuaia Entertainment, which operates several nightlife activities on the island, including the World’s number one club, Hi, and Ushuaia Beach Hotel. After blasting Pepe Rosello’s claim to the ownership rights of Space Ibiza into another Galaxy, UNVRS will have Amnesia in its sights as it aims to consolidate its position as the dominant force in Ibiza clubbing. One would have to fear for Amnesia’s future if it goes to war with UNVRS, as it lacks the financial and political firepower to impact the Iron Dome defence systems of the UNVRS project. Amnesia is outgunned and outmanned and is conceding the high ground to UNVRS, so it is in a weak position to engage with the Imperial fleet of the Matutes Empire. Resistance is futile.
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Like the tactics employed in the Space Ibiza war, Amnesia is going on the defensive early, attempting to garner public support and sympathy for its cause, playing to the gallery of anti-Matutes sentiment. It is most likely reacting to the rumoured defection of its two flagship parties, Jamie Jones Paradise and Elrow, to the Ushuaia Entertainment stable next season. If these rumours are true, Amnesia is in serious trouble as both parties lent much credibility to the club. Modern DJs are fickle creatures and will always go where the money, clubbers and social media trends are located. Only a select few do it for the music these days. Amnesia will have to change its business model to survive because the island will be a poorer place without it. It must retain its musical independence and provide an alternative platform for electronic music lovers.
However, this will be a tall order if the thinking at Amnesia stays the same. They will have to accept that UNVRS is a very real and present danger capable of obliterating it from the map if it chooses to do so. From a public relations perspective, Ushuaia Entertainment will want to be seen as something other than the one that closed down such a much-loved, respected, and iconic club as Amnesia. It is an institution on the island, and Ushuaia Entertainment is too professional and astute an operation to be charged with its downfall. That charge will firmly rest with the current management team at Amnesia; they cannot start placing blame on their competitors if they fail to adapt to the changing business environment around them. They are the ones who must protect and guard the holy grail of Amnesia; if they are not capable of doing so, they should stand aside as it is too important a club to lose to personal agendas and egotistical squabbling.
Classical Ibiza.
It is remarkable how life is circular. 2025 will mark the 40th anniversary of DJ Alfredo starting to draw in the crowds from the then-dominant force of Ibiza clubbing KU. In 1985, Amnesia was empty and facing closure, as the crowds were all across the road at KU. Rather than playing a game he couldn’t win, Alfredo adapted his business model and survived. Instead of directly competing against KU, he offered their clients an after-hours party, and soon, the crowds started filling Amnesia early in the morning after KU closed its doors.
Amnesia’s ability to adapt to the changing environment has been a key factor in its survival. This adaptability kept it in the game long enough to witness the arrival of the dance drug Ecstasy, which brought with it a cultural revolution and the arrival of the acid house scene. From being a failing and empty club just a few years earlier, Amnesia became the birthplace of modern dance culture in 1987 and has never looked back since. KU was forced to close its doors as the crowds gravitated to the trendy club playing electronic dance music compared to the predominantly live acts it was featuring. This was Ibiza magic in motion, and it happened on the dancefloor.
With UNVRS rising from the ashes of KU and Privilege, Amnesia finds itself in a similar position as it did forty years ago. Make no mistake: whether people like it or not, UNVRS will be a huge success. The swimming pool may be gone, but I’m confident the Pissenem Brothers will deliver an amazing show at UNVRS. Sadly, Amnesia will be in its shadow for some years. Its primary priority right now is to survive and focus on protecting its workforce and identity. In my opinion, it should not waste its time engaging in negativity, but it should work on adapting its business model to what will happen at UNVRS. We know precisely the type of product and experience they will offer; it would be foolish to try and compete against the best in the world in this discipline. So what can Amnesia offer that UNVRS can’t? There are several possibilities, and when searching for something different, the magic might return to Amnesia again. The club needs to employ an innovative and creative approach and, like Alfredo did in 1985, attract the UNVRS crowd rather than running it down. Work with them rather than against them. Learn and adapt; it’s an inherent Ibicenco trait and one of the main reasons Matutes is now the dominant force in Ibiza clubbing circles.
Indeed, Amnesia needs another magical Alfredo moment to reinvent itself. In this instance, I am reminded of Rohal Dhal’s words: “And above all, watch with glittering eyes the whole world around you because the greatest secrets are always hidden in the most unlikely places. Those who don’t believe in magic will never find it.” With the right direction, Amnesia can survive. Build it, and they will come.
Space is gone. Privilege is gone. I feel Amnesia should retain elements of classical Ibiza and honour its spirit as its in danger of becoming extinct. This could become its differential.
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