This Never Happened’s Australia debut takes place next month from July 14 – 16 across three locations: Melbourne, Sydney, and Brisbane.
The melodic house label will provide attendees with stickers to cover up both phone cameras on entry, preventing punters from taking photos and videos inside the event.
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Fans are said to be warned in advance of the phone ban, which is a regular fixture at every This Never Happened event and festival.
The three-day event, which is also co-organised by Untitled Group, is due to be headlined by Le Youth, Paris, and Sultan + Shepard, some of “the biggest label names” on the This Never Happened roster.
Speaking to ABC News Australia, event promoter Pia Del Mastro explained: “Live music was still amazing long before we were recording it to share online.”
“It’s taking labels and artists like this to take us back a decade and make us realise that this is how we used to do it,” she added. “The [fans] get it and they love it.”
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“Everybody is so used to seeing footage on Instagram where there are a million people standing in front of them and they are all doing the same thing. It actually looks a bit whack.”
The phone-free policy has been a regular part of Lane 8’s events for years and was implemented after the first This Never Happened show in San Francisco in 2016.
“This event is a phone and photo-free environment,” reads Untitled Group’s website. “Experience The Moment, Don’t Record It, This Never Happened.”
Gemma Ross is Mixmag’s Assistant Editor, follow her on Twitter
Written by: Tim Hopkins