The raver and his mother, that’s how this story really got its start. It’s the story of how Mark Netto, who would ultimately become a music manager, fell in love with Ibiza. Back in the mid-1990s, his mother gave him a trip to the island for his 21st birthday, and then joined him for the trip. Mark Netto couldn’t believe his luck. At the time, Ibiza was widely known for its parties and seen as an El Dorado for electro-music fans. And it was exactly for those reasons that Mark was so excited for his vacation.
And perhaps more than just excited. “When I came here, I was totally obsessed with good parties, and I was ready to turn my life upside down,” Netto says today. “I wanted to completely plunge into this Ibiza life.”
And he stayed
Initially, the jobs he found didn’t look like they would amount to much. “I drove DJs around and hung up decorations in Pacha,” he recalls. But sometimes, the little things that can be stepping stones to success. Mark Netto went on to become one of the chief program managers for Pacha, a legendary club on Ibiza that is known far and wide for its logo (two red cherries). “I booked the DJs, designed the programs and started Pacha’s own DJ agency,” he says.
The right place at the right time, Mark Netto was both. Around that period, near the turn of the millennium, the Pacha franchise system began gathering steam, with branches and new clubs in London, Mallorca and Brazil. And Mark Netto had found his calling: moving Ibiza forward. Not just throwing parties, but transforming Ibiza into the island of music. “The island is increasingly becoming a melting pot,” says the 41-year-old. Rap, techno and indie are the current musical influences, he says. Ibiza has long since ceased being a one-dimensional electro hotspot.