By Promoter and DJ Jon Besant is swapping the UAE for the USA as he begins a new chapter in his music-fuelled career.
No stranger to throwing parties in the UK, Ibiza and Marbella, the driven Mancunian first swept into Dubai in 2009 and swiftly became ingrained in the emirate’s blossoming music and nightlife culture. But a recent trip to the US – and a chance meeting with a new business associate – focused Jon’s mind on the immense possibilities America has to offer.
With a matter of weeks, he and his three business partners crafted their ideas into a realistic business plan and formed 11:11 Hospitality. The newly launched events and entertainment agency’s manifesto includes consultancy and private and corporate events through to wellness retreats and family-friendly festivals.
With Jon’s departure from Dubai imminent – after a few farewell dinners – we asked him to reflect on his time in the sandpit and the tunes that will always make him think of the place he called home for 15 years.
What were your first impressions of Dubai?
I absolutely loved Dubai from the moment I arrived and still do to this very day. Every single person here has a story to tell and I just love how it is consistently evolving.
How has living in Dubai fuelled your professional growth over the years?
With my industry experience and networking prowess, I hit the ground running but the emirate certainly allowed me to grow professionally. I brought my club concept History of House – a classics night featuring old school DJs and live PAs – to Dubai and it was an instant success with the over 30s market who wanted something different from techno and R&B.
I also became a partner in Mais Musica, an events and entertainment agency delivering concepts and supplying artists to all kinds of venues, from beach clubs to nightclubs and restaurants. Dubai is extremely cosmopolitan and that presents interesting challenges. The emirate is a melting pot of different cultures – British, Arabic, Eastern European, for example – so I had to be more diverse in my visions and their delivery, always keeping cultural sensitivities in mind. All a little bit different from just dealing with a crowd from Manchester or Liverpool per se.
Biggest professional accomplishment during your Dubai years?
There are a couple I’m really proud of. My radio shows on local stations Dance FM, Pure Ibiza, Ibiza Global and my fave of all, Heart FM because I could play all the soulful anthems and my guilty pleasures. DJing alongside legends like Tiësto, Fatboy Slim and many other A-list DJs at the brilliant DXBeach festival, at Zero Gravity, was really special. But a huge turning point in my career – and probably my most favourite time – actually transpired during Covid. As part of Dubai’s Covid measures, brunches, DJs and dance music were banned for some time. So, I drove to Ras Al Khaimah – another emirate in the UAE – and offered a hotel resort there 15 weekends of music and guests in return for an all-inclusive deal. All 15 RAK weekenders sold out.
Biggest personal accomplishment during your Dubai years?
Quite simply surviving in an industry that’s become so saturated since my arrival. It’s become increasingly difficult to fulfil visions unless you have huge investment to put into events. A number of what I call ‘clubbing corporations’ with bottomless budgets have moved into the territory in recent years, offering fees that independent promoters can’t match. That’s a real shame as independent promoters bring so much to nightlife culture but little guys like us are taking huge risks every time we put events on. I feel like I’ve achieved everything I can In Dubai with the resources I have at my disposal.
Looking forward, what’s your short-term plan?
I’m taking my parents on a three-week cruise this month before heading to Thailand for eight weeks to set up a business there and train with my personal trainer. After squeezing in a cheeky trip to Ibiza for some closing parties, I land in the States in September.
Exciting times ahead, then?
Absolutely. It’s mad to think that a few months ago I’d never even visited the US. During my first trip there in March I absolutely fell in love with every city I visited and the people that crossed my path. While in Miami for the Winter Music Conference, I stopped a random guy and asked him to take a picture of me on Miami Beach. We got chatting and he is now one of my business partners in 11:11 Hospitality. I truly believe the universe delivered this guy to me. After Miami, I did an amazing tour which took me to Sarasota, Tampa, Scottsdale – my fave of the lot – Vegas, Venice, LA, San Diego and finally San Francisco.
Very exciting times ahead. I’m planning on settling in Scottsdale, a desert city in Arizona, and as mentioned I’ve set up 11:11 Hospitality with three partners including my best pal of 20 years. It’s basically Mais Musica on a much grander scale that allows me to fulfil my potential. We already have some huge projects in place and I can’t wait to get over there and really get going.
DUBAI MEMORIES THROUGH MUSIC
Jon Besant reveals the tracks that will always make him think of Dubai fondly…
Mighty Mouse ‘Midnight Mouse Revived’ (Space Native)
This was the first remix as far as I know of the infamous ABBA track ‘Gimme! Gimme! Gimme!’ and I believe I was one of the first to play this In Dubai. The build-up is insane and just goes on and on until the lyric kicks in. My favourite version of this track; it reminds me of the BabyQ brunches I used to run on a Saturday night, with a load of people cracking on from their daytime brunches, so as you can imagine when this classic kicked in the room went crazy.
Black Motion ‘Rainbow’ (Defected)
This reminds me of everything everywhere every time because it’s quite simply my favourite house tune of all time and I’ve played it on so many of my radio shows and events, from beach clubs to rooftop brunches. It will also be the last tune I ever play at my last gig and my last show. It’s so, so special to me and so many of my listeners.
Jamiroquai ‘Space Cowboy (David Morales Classic Club Remix)’ (Sony)
This is one of the top floor fillers of all time and reminds me of so many of my events here in Dubai. The David Morales remix simply smashes it every time it kicks in. I used to play it regularly at my house classics parties at Zero Gravity.
Selace ‘So Hooked On Your Lovin (Mousse T’s Extended Disco Shizzle) (Defected)
Yet another tune by Defected, which is my favourite label. The reason I have chosen this tune is because it reminds me of Breeze on the Palm during the Covid times. It was one of our go-to anthems on a Saturday and a time when I met so many people who are now some of my best pals here. It’s such an anthem and again will probably be one of the last I play before I leave.
