"You may be black, you may be white, you may be Jew or Gentile. It doesn't make a difference in our house. Once you enter my house it then becomes our house and our house music."
After being used as official start sign of last year's ADE at Mary Go Wild, the above-mentioned words from “My House” by Chicago house legend Chuck Roberts still resonate through club culture, reminding that there are still ideals that transcend scene politics and genre shifts. House music and all its myriad offspring still create places where different minds and bodies can come together and inspire one another.
It is with this in mind, Absolut has created the 'THIS IS OUR HOUSE' campaign. The campaign’s key message – “ON THE DANCEFLOOR EVERYONE IS EQUAL” – is a reminder to all nightlife fans worldwide that their shared passion for music is stronger than their differences.
It is not just only about a slogan, but it is also about the people. It is about 17 nightlife ambassadors from The Netherlands, including DJs such as Titia and Philou Louzolo, Amsterdam's Night Mayor Shamiro van der Geld, bouncers, documentary makers, transgender figureheads and 80-year-old ravers – each one of them contributing to a more inclusive and diverse nightlife. Together with Chuck Roberts, these ambassadors perform the iconic lyrics to “My House”; creating a joined message of unity. Old words, but a constantly renewed mantra, a clarion call to party and fight for a better future.
Additional info: