When you’re done reading this article, you won’t only associate “trillers” with Michael Jackson’s big hit, but also with an amazing party concept in Ghent.
There are countless events that are organized without any background or history. I agree with empty bottles of wine, but do not agree with empty concepts. Jef Willem, an entrepreneur of Ghent, also dislikes things without stories – parties without reasons and personality. That’s why he decided to create ‘Trillers’.
Trillers was created by a mix of passion for entrepreneurship and love for bringing people together. Being a DJ and party animal, Jef discovered a gap in the music style of the parties in Ghent. What was really coming up in Brussels (in clubs like Bloody Louis & Bazaar) wasn’t born here yet. Being a lion instead of a grey mouse, Jef decided to give birth to his new beats child in Ghent, about a year ago.
On the first edition of Trillers, youngsters in Ghent could party in a way they had never partied before: to a brand new style of beats, in an ambivalent atmosphere. The first edition was a try-out and a success. With international names like Jeftuz, Falcons and Pomo, the event is becoming very popular. There is even a ‘Trillers’ clothing label coming soon.
Now what is the meaning of trillers? What is so different about it?
Trillers comes from the word ‘treal’ (A combination of true + real). The word originates from the 80’s and was used to describe a certain lifestyle in the hip hop scene, in which you have to perform real. The ‘treal’- lifestyle is against everything that is not pure but fake. The big mantra is that you have to act true in life, by being true to yourself in the first place. It reflects openness and optimism. Trillers’ visitors are supporting this vision and celebrate the true things in life.
It wouldn’t be me if I hadn’t asked for the marketing strategy Jef is using to make his concept so big, that the tickets were immediately sold out (after only one year!). Jef is not using any hard selling techniques, but instead he just describes the facts in online posts.
“Why would you write –The best party in Ghent- if that is just an opinion of a few people?” “Why would you write –The best beats in the world- if that is just an opinion, something subjective?” With this vision, Jef isn’t trying to sell his concept, he’s just his own number one believer and he stays true to the concept. “I’d rather have 50 real fans at the event, than 200 people who want to do me a favor”
Jef also believes in one-to-one marketing, because that’s more effective in building long-term relationships. Two other guys accompany him now in his team, Max De Vos and Lex Van Nieuwenhuysen.
You should really go to the next edition to enjoy a new kind of music and just because you are real. See you there!