Covert Launches ‘No Filming’ Initiative for Enhanced Immersive Dance Experiences

Covert, a London and Barcelona-based production company, has announced it will continue its new 'no filming' solution – dubbed ‘Drop Highlight’ – on London’s dancefloors this Spring.

Through social-first videography, technology, and the message of 'living in the moment', Covert claims that Drop Highlight can help bring back authentic raving culture from a pre-technology world.

The initiative, designed with electronic music lovers in mind, offers a slick solution to the growing issue of smartphone overuse at events. Drop Highlight partners up with promoters who encourage a ‘no filming’ policy. This approach aims to shift attendees' mindset and gives promoters a unique edge, boosting the dancefloor experience and ticket sales.

The solution provides guests with wristbands featuring unique QR code upon entry, which links to the Drop Highlight platform. Social-first videographers capture real moments and professional pictures throughout the night, all uploaded to Drop Highlight. Attendees can then scan their wristband QR codes to access and download content the next morning, ready to share their memories from the night.

“We are solving a problem to drastically limit camera use on the dancefloor, so attendees can enjoy the full magic of live events,” said Eddie De Lewis, a producer from Covert. “We feel it’s important for attendees to be fully immersed in the moment and spend some time away from the phone. Until now, solutions have been to take phones away or put stickers over cameras, rather than adapt to a time where humans are integrated with their mobile device.”

The subject has been widely discussed across the music industry, particularly at events with advanced AV performances where attendees' attention is often diverted to filming the event, rather than fully immersing themselves in the experience. Labels, promoters, and artists such as Meduza and Franky Wah have all advocated for reduced camera usage during performances. Furthermore, Fabric, one of London’s most well-known clubs, has a strict ‘no filming’ policy with security monitoring the dance floor, similar to what is seen in Berlin rave culture.

“We understand people still want memories of the night,” De Lewis added, “so we work with the promoter to capture the authentic content and quickly upload it to Drop Highlight so people can download and share with friends online.”

Covert, who conducted research at ADE (Amsterdam Dance Event) in October 2023 on the subject, found that 89% of people surveyed would love to stay off their phones, but also said they wanted to capture moments for memories and socials. Covert teamed up with Rhythm Horizons, a London-based melodic house promoter, for a successful trial run in December 2023. After marketing communication, signage and door staff informing of a ‘no filming’ stance, 95% of attendees complied, which was supported by the content uploaded afterward.

Kris Harris, a promoter with Rhythm Horizons, said, “The energy from the party was exceptional, with everyone fully immersed in the music and each other. The approach was warmly welcomed by both attendees and artists alike. We’re pleased to offer our guests the buzz of living in the moment, whilst still enabling them to access all the content for their socials.”

Rhythm Horizons extended its partnership with Covert and has committed to using Drop Highlight throughout 2024, including a show on March 23rd where Icarus, Hugo Cantarra, and Trilucid will perform at the 600-capacity Lafayette in Kings Cross.

Covert, who have worked with Universal Music Group, Meduza, and French record label Cercle in some 'no audience' shows, recognise the value and opportunity of purely connecting with the music. They feel positive about a culture shift along with the use of technology, allowing phones to remain in the pockets of people on the dancefloor.

Images: Rhythm Horizons