Witness the Sprawling Action in This Captivating Scene Observation: Observe the Extensive Scene of Action - Social media's impact on nightlife: Seeking the flawless photo?
A lady casually leaning against a pink-colored wall holds her phone, while a friend snaps a photo of her with a smartphone. A young woman momentarily pauses at a pink-flowered wall with a lighted sign to take a picture. These types of pictures are meant to be shared on social media.
Nightclubs like "Berghain" in Berlin, "Odonien" in Cologne, and the "Institut für Zukunft" in Leipzig disallow any form of photography or recording, but the newly opened "Bossy" in Munich is designed to cater to digital media.
As the clock strikes midnight, the club is filled with people dancing, their cell phones visible on the dance floor. Bottles with fireworks are passed around, Wi-Fi access is available, and there are LED-lit lounge areas and photo spots - all meant for Instagram content. Lines are non-existent, but the spots are often discovered as people walk by.
"Bossy" derived its concept from its founder, Angelo Mattina, whose previous ventures were in Dubai, Paris, and Madrid. "People are on Instagram or TikTok, they want to present themselves, and you need to adapt to that," says Mattina. The photo spots serve as free advertising as well. Several Instagram posts showcase the phone and the flower-covered wall already. Why bother going to the club if it's all online? Mattina plans to alter the Insta spots regularly. Special events, DJs, and influencers are also expected to draw in visitors.
"It takes time, you need to stand out and offer a lot," remarks one guest. "Clubs that don't do this have less value for me." Not everyone at "Bossy" is aware of its focus on Instagram. Celina and Milina went to "Bossy" to have a good time, not create a digital portfolio. "It adds pressure to you, thinking about what to wear and how to pose," Celina explains. However, they still take photos. Isn't it violating privacy? "You can make the decision for yourself," says another club-goer. Different clubs have different policies.
The "Rote Sonne" in Munich allows social media promotion for its events but tape over the cameras on most nights, prohibiting photos and videos. Photography and recording are banned at "Rote Sonne," according to Alioune Diop, the booker at the club. He emphasizes the importance of experiencing the music, concerts, or DJs without a camera. "It's about being in the moment with the people physically present."
Both ideas aren't mutually exclusive, according to Dr. Ulrich Reinhardt, a future and leisure researcher and the scientific director of the BAT Foundation for Future Questions. He believes that on one hand, people are overwhelmed by constant digital reflection, while the other wants to display themselves. Social media is associated with ample social pressure as well - "I need to have the perfect image, I need to show it was full and who was there," he adds.
Recent findings demonstrate that close to 80% of leisure activities are carried out digitally, primarily online, in the comfort of one's home, and by oneself. According to Reinhardt, many people would prefer to spend their leisure time with others outside; however, detaching from social media is challenging. "Media offers both information, distraction, and perfect entertainment," he says.
The competitive pressure once unique to nightclubs has escalated owing to an expanding array of digital entertainment for discotheque goers, observes the Federal Association of German Discotheques and Dance Operations e.V. (BDT). "Social networks and media platforms are altering what used to be distinctive selling points for nightclubs," adds the association. Costs for operators and patrons have skyrocketed, as have gas, electricity, and rent expenses. The collection and administration of GEMA fees, and bureaucratic issues constitute additional industry challenges.
"Media consumption seems to have become more expensive for both operators and guests," says Alexander Baehr, head of the music and scene department of DEHOGA Bavaria. "Income isn't flourishing among people, so it's quieter in the clubs, and revenue is declining." Clubs must thus become resourceful and define their niche. Utilizing social media is a necessity; covering both event promotions and visit documentation.
In the end, social media platforms are not entirely detrimental to nightlife; they have provided a medium for marketing and archiving memories. This new wave of obligation to present a flawless digital self can create pressure, eroding what was once a chance to escape from constant monitoring and surveillance. The competition for patrons' attentions in this digital age has resulted in clubs developing unique attractions to stand apart. Contemporary trends are embraced and the need for private space is fought for.
