Let’s face it, holding your phone in the air for the majority of a DJ’s set doesn’t exactly contribute to the atmosphere of a night – so we were intrigued by the efforts made during a Barry Can’t Swim set at Amsterdam Dance Event to curb phone use on the dancefloor.
While other venues and events have resorted to placing stickers over smartphone cameras – or just banning phone use altogether – ADE teamed up with Heineken on technology that delivered a message via infrared lighting, which was invisible to the naked eye but revealed when people held up their phones to film the DJ.
The Boring Mode
In addition, the beer maker introduced an app entitled ‘The Boring Mode’, which blocks all apps (other than phone calls), notifications and the camera on smartphones for a limited period of time.
‘Your phone can now do less,’ a message on the smartphone displays when The Boring Mode is activated. ‘So, do more with your friends. The rest can wait’.
The Boring Mode follows on from the development of The Boring Phone – an early 2000s-era mobile phone developed by Heineken and Boston streetwear firm Bodega, which provides nothing but phone call and text message functions.
“Electronic music is made to be felt, experienced and heard, not just in your ears but through all of your body’s senses,” commented Jorinde Boom, head of partnerships at ADE.
“We encourage everybody to experience and explore each performance of an artist during ADE in the best way. We hope this campaign […] allows attendees at this year’s festival to enjoy all world class artists we have on our lineup free of distraction.”
The move followed research that found that more than a third of (35%) of Gen Z and Millennial smartphone users across the UK, US and the Netherlands acknowledge checking their phones too often while socialising. Additionally, 60% believe they’d enjoy music events more if they could disconnect from their devices.
The constant presence of phones at events also frustrates many, with 41% reporting irritation at seeing a crowd of phones raised during concerts.
At the same time, more than half (55%) of respondents admitted they prioritise capturing videos of performances rather than fully engaging with the moment, even though only 13% actually rewatch the videos they’ve recorded.
‘Struck a chord’
“When I heard about the new ‘anti-smart’ phone concept, it was something that struck a chord with me,” Barry Can’t Swim commented. “With live music, of course you are more present and immersed if you are giving it your full attention, rather than taking a video on your phone. And without phones, the energy is definitely different – people are more connected on the dancefloor.”
The campaign is part of Heineken’s efforts to promote deeper social engagement by encouraging people to live in the moment during social gatherings and music events. Read more here.
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