79
SIX THINGS YOU DIDN’T KNOW
ABOUT LLOYD INNOVATION
1. He owns a Staffordshire terrier called Soda.
2. Has his own office at Innovation Towers in Romford
so he doesn’t know if his staff have a nickname for
him.
3. His favourite TV show is 24.
4. Used to support Liverpool but doesn’t really have
time for it anymore.
5. He’s also a black belt in wu shu kwan, is a keep fit
fanatic and regularly does boxing to keep his stress
levels down.
6. He’s an accomplished chess player.
Odette Llyod
Words Ed Aarons
Photography Cleveland Aaron
accommodation is very cheap. The way we’ve it’s crucial to make it stand out,” confirms Lloyd. has evolved over the years and now represents the
structured means it’s affordable for everyone and “Unfortunately our new designer left recently cutting edge in drum & bass, with an emphasis on
people are viewing Innovation in the Sun as their so we’re in the middle of changing our style. top-line DJ / producers and MCs.
annual holiday now so it’s really nice to see what We’ve just started using images on some of the
that has become. They go there to let their hair other events and the In the Sun and it’s working “Originally we tried to gear towards the older
down and have a good time.” out well.” market but as time moved on and a new generation
came into the music, we’ve tried to embrace them
Aided by a team of three plus soundman Adam Another aspect of event management Innovation as well,” confirms Lloyd. “There’s a lot of kids
and producer Keith, Lloyd ranks the organisation have got down to a tee is appealing to a new out there making really good tunes and getting
for Innovation in the Sun and their Amsterdam generation of ravers. Apart from a smattering of the breaks and that’s so important for the music.
event as the hardest of the lot. artists, you can bet that none of the audience for It’s good to give aspiring artists hope that they can
the 15th birthday were present for the first event make it to the top of the industry and that’s where
“They’re probably the hardest things I’ve ever in 1993 and that has a lot to do with their ability my focus has shifted in recent years.”
done! You literally finish one and then the work to move with the times.
starts for the next one immediately. There’s So with a lifetime already in the game, it’s clear
so much to do but we all muck in together. For “Our nights seem to be as popular as ever,” Lloyd and the Innovation brand is here to stay.
events in the UK, it’s pretty much a three-month he admits. “Things have changed a lot from The only question is whether they can make it
lead time for all of our events but that can be a promoters’ point of view because we started another 15 years?
pretty stressful too!” booking the people who were making the tunes
rather than just big-name DJs. Drum & bass is “I don’t see why not – I believe drum & bass is
But while organising a night can take its toll, that’s getting very exciting again with lots of new names here to stay for a long time. It originated in the
nothing compared to the stress of finding out making it to the top very quickly. That was a UK so we have a duty to keep making it stronger.
there’s nobody coming to your nights. Not that problem four or five years ago because it was a bit I’m still a young puppy though so I think we’ll
Lloyd has ever really had that problem, especially of a closed shop to those who hadn’t made their be okay!”
given Innovation’s reputation for coming up with names already.”
the best flyers in the business.
Initially aimed towards the jungle generation
“Your flyer is your ambassador to your event so when he bought the name from Kiss, Innovation
K78-79_Innovation.indd 79 29/4/09 13:40:56
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