What has the sense of smell got to do with music events and outdoor festivals? Maybe it has some thing to do with creating an atmosphere within the environment that we interact in, that complements the audio and visual senses already triggered by the DJ and VJ.
Over a decade ago Odo7 (Erich Berghammer) pioneered and created the name of the AJ (Aroma Jockey), appearing on many stages around the world such as; Glastonbury, Roskilde, Love Fields & Festivals and, venues such as; WinWynn Shanghai, Imperia Lounge Moscow, Paradiso Amsterdam & Cocoon Frankfurt.
His A list of clients includes names such as Isabella Rosselini Perfumes, Christian Dior Perfumes, Tommy Hilfiger and JP Gaultier who have all experienced Odo7’s ‘Fragrant Heaven’.
Odo7’s passion of creating aromatic atmospheres using natural materials is certainly some thing that would benefit venues much more since the indoor smoking bans and the fact that many venues suffer with malodour problems, lets face it, venues do tend to stink! I recently caught up with Odo7 speaking from his home in Amsterdam to find out much more about what Odo7 is really all about . . .
Odo, welcome to harderfaster.net
Thank you very much, I’m glad to be here!
Over 10 years ago you pioneered and created the term AJ (Aroma Jockey). How did this come about?
I observed that smell is the forgotten sense in entertainment and culture. The Original term I created was Aroma Illustration, later I renamed it into Aroma Jockeying a term for the arena of clubs, parties and festivals. For the broader audience.
You are a professional perfumer, aroma therapist and olfactory artist. Can you describe how the sense of smell can enhance music events and festivals?
Scents do have an “octave” like music and colour, from light and bright to dark and heavy. I believe that we can agree that baby powder smell would not harmonize with death metal; dark, smoky and wooden scents do not harmonize with light and uplifting sounds, just to give you some examples.
You invest a lot into your shows using between 300 – 500+ Euros worth of natural, organic ingredients per ‘fragrant heaven’ show. How do your shows work along side the DJ or live act and VJ?
Scents are real matter. Quality is the most important point here. Harmonizing with sound and vision will create an unforgettable experience for the audience. The concept of “gesamtkunstwerk” becomes real.
As Odo7 you have travelled the World tantalizing the olfactory senses of many including famous Italian actress Isabella Rosselini as well as infamous names such as Christian Dior, Tommy Hilfiger and JP Gaultier. Surely working with such names enhances the quality projected by Odo7 performances?
The big names are very professional; they will test you before collaborating with you. Unilever sent a group of perfumers to check out my show before they confirmed the scented (and later awarded) product promotion tour.
You have performed at festivals such as Glastonbury and Roskilde (Denmark) and, clubs such as the Imperial Lounge (Moscow) and Melkweg (Holland). How does your show differentiate between a club event and festival and how do people respond when they see you ‘cooking’ up your show?
Glastonbury and Roskilde are huge festivals, the dimensions (number of audience and venue size) differ very much from a club. At open air events I use different scents than in a club, different combination of scents, more extreme one could say. “Elite” clubs like Wynwin, Imperia lounge and so on require a careful approach towards the spectators; there are also cultural aspects to consider.
Pleasant scents make people feel good and happy, typical reactions are: "Wow I never saw something like this before, I love these scents, I was back in India, this is so beautiful . . ." Most people experience something that they never experienced before - It is just logical to combine sound and scent.
So you can mix and blend fragrances to suit any type of music event?
Yes, any sound, emotion, product, culture has a scent ID.
With this in mind, what aroma suits the following musical genres?
Psychedelic Trance: Psychoactive incense mixes, unusual flowers, energy scents.
Trance: Like above and again blended with fresh energizing scents.
Techno: Energy scents.
House: Can be any scent, but only little or no incense mixes.
Hip Hop: Spices, energizing scents, sex scents.
Hard Dance: Strong menthol clouds...
Electro: When without vocals energizing and fresh scents.
Ambient/Chill: Nature scents, wellness scents, soft woods.
You are also able to provide a super chilled AJ & DJ show; can you tell us more about this?
Imagine relaxing minimalized soundscapes from natural sounds to chilling beats in harmony with the finest and purest calming scents that the planet can provide.
What is your favourite ‘scentscape’ to use within a club & festival environment and why?
Energizing, pheromonic uplifting mixes that make everyone happy and beautiful.
Your web site is packed with information where can readers find you on line?
Google “odo7”, there is much information in there. My website is www.odo7.com and for bookings you need to go to psylicious.com. You can also watch video clips such as this TV show
Images courtesy of Erich Berghammer and Psylicious Management. Not to be reproduced without permission.