Pure DJs is a leading UK agency for DJs, Live acts and club tours
info@puredjs.com | +44 (0)1142 997707


Born in Argentina in 1953, Alfredo Fiorito lived in his native town of Rosario until the age of 23.

In 1976, he left his homeland and immigrated to Spain, ending up a few months later on the island that would shape the rest of his life - Ibiza. One year later, his son Jaime was born and for the next few years Alfredo dedicated himself both to his child and to various jobs including fashion designer, candle-maker, delivery man and barman, amongst others.  All of these were a far cry from his original trained profession, as journalist in his native Argentina.  Apart from the aforementioned variety of jobs, Alfredo's life had always had some connection with music, in particular, as music critic on a newspaper and concert producer. From 1982, this interest was stepped up, as Alfredo decided to try his hand at Djing. It was a good move, and one that today, almost 30 years later, he views with the same enthusiasm. In his first year he combined his new skill of spin records with that of barman in a bar in Ibiza Port. It was whilst multi-tasking in this same bar, known in those days as Bebop, that he was approached to DJ at Amnesia.  At that time, the club was renowned as the most underground venue in Ibiza - since then, of course, it has gone on, due in part to Alfredo, to become one of the most famous night clubs in the world. Alfredo played his first session in the super club in 1983 in an event called Imposible, which didn't quite attain the success hoped for... thankfully for the entire dance music industry as we know it, and not to be outdone, Alfredo didn't give up.


Amnesia 1986

Alfredo could never have imagined the success that was soon to follow. By his own admission, a combination of lucky circumstances and a great team at Amnesia helped him to achieve the success as a DJ that he had dreamed of, and to this day, he maintains a great respect for and many fond memories of that same original Amnesia staff not to mention party goers..


Amnesia soon became the best after club in the world. The crowd grew weekly, transferring their socializing from Ku (now known as Privilege) to Amnesia to form an intrinsic part of never before witnessed scenes of wild and carefree fun in the sun - glasses on, dancing in the sunny open air terrace that became the legend we all know today. Straight, gay, bi-sexual, young, old, black, white, brown, trendy, hippie.. such a diverse mixture of people had never been seen under the same roof (or lack of roof rather).  The common denominator that bound it all together- the music…as provided by DJ Alfredo Fiorito.  Of course, in those days, and before the House Revolution took place, the soundtrack to any club was on the whole much more varied...

On your average night, you’d be as likely to hear salsa as rock and roll, Bob Marley as Lucio Battisti, Madonna or Tears for Fears, Bob Marley, Henry Mancini, Serge Gainsbourg, soundtracks, Latin, Spanish Flamenco, you name it... One could describe it as a total mumbo jumbo, a mad medley of all that was, and indeed is, great music straining up and out of the club and into the sky above.

Throughout those first two years the reputation of the club and its sound grew not only on the island but also internationally.

Amnesia's clubbing public consisted of not only the locals and Spanish mainlanders but Italians, French, German, Swiss and the rest of Europe, not to mention  South American, Americans and Canadians. Each individual made Amnesia their place to be and it wasn't long before word spread amongst the hoi polloi of the music and entertainment industry. Star personalities such as Grace Jones, George Michael and Boy George were joined by VIPs from European Royal Houses, amongst them , Prince Albert of Monaco.


By 1987, both Alfredo's summer and winter diaries were full, summers spent on the island behind the decks at Amnesia, winters spent DJing in mainland Spain and the rest of Europe, building his name up to an international standard throughout the world, whilst simultaneously improving his sound purely by traveling further afield and having to a wider range of music and artists

It wasn't long before the English got wind of what was going on in the small Mediterranean island, and soon started arriving one by one to see and hear for themselves what all the fuss was about. It was 1988 and already the Ibiza sound was undergoing changes.. the first strains of Chicago and Detroit House were filtering through to be combined with the newest German techno from the likes of Kraftwerk and Nitzer Ebbe.

The crowd had converted into a multitude and was hailed as a phenomenon amongst music lovers and club goers around the world. The summer of 1988 was dubbed the second Summer of Love, and a key moment in Alfredo`s carrier. Also that summer Leo Mas, his friend a collaborator from 1985, leave the Club  to continue  playing in Italy. His input on the Amnesia sound was very important 

It was at this point that yet another key moment was to take place, when a group of then unknown English boys and amateur DJs landed in Ibiza and headed for Amnesia. Their names?  Danny Rampling, Johnny Walker, Paul Oakenfold and Nicky Holloway. So overwhelmed at what they saw and heard on the dance floor at Amnesia, they declared themselves total converts to the cause, and decided to give it a name and take it back to England. Within months, the UK club scene grabbed onto the new fresh sound with both hands and although pioneered by Alfredo back in Ibiza, it was primarily being relayed by Rampling, Walker Holloway and Oakenfold in the UK. Already  that sound was making headlines news in the UK press, with even The Independent  talking about the new musical style from Ibiza on its front page.

As a result of this extension of the music style to British soil, the 1989 Opening Party consequently played host to a few more new characters behind the decks. Alfredo was joined in the DJ cabin by one of the heroes of the M25 macro parties, Adamski as well as well known rapper Ricky Lyte. The party marked the start of a new era, not only for Alfredo or Amnesia, but for the Ibiza party scene in general. Things would never be the same again.

7 hours a night, 6 days a week, and six incredible years later, in Alfredo's own words; he 'created a very special atmosphere, a species of imaginary journey, a return ticket from Reality.'

One year before 1988, Alfredo was made Artistic Director of the club he had helped on its way to worldwide fame, a role which he relished for two more years before he decided that it was time for a change.

The next stop called, and it was time for Alfredo to pack his record bags and take up a post as Resident DJ at Pacha Ibiza. His name and reputation obviously having gone before him, he brought a modern and fresh touch to the world famous club. Although he worked the same grueling hours as he always had throughout the summer season, his winters showed no sign of Alfredo slowing up on the club circuit. He toured the UK extensively, especially Scotland and the North of England, two regions were dance music in particular was being produced at a rate of knots. There remained not a single nightspot on the scene that didn't book, or try to book, Alfredo to entertain their public on the dance floor.

1990 also saw our man journey to Singapore to inaugurate and work as Resident DJ for three months on the hottest new club in Singapore- the Zouk Club. To this day, Zouk remains reputedly the best club in Asia. After making himself known in Singapore, Alfredo also went on to travel frequently and extensively throughout the Far East particularly Japan and Thailand.

After three more years as Resident in Pacha, it was time for our hero to take a break, it had been non-stop action for 10 years and a break was long overdue. So some months off were taken, the summer of 1993 to be precise, and a refreshed and revitalized Alfredo came out smiling at the other end.

At the en of 1993, he was preparing the first ever Space compilation, a triple CD, that was launch next season, and at the same time he got his also first residency at the Space Terrace every Sundays, another time in an open air dancefloor!. It went on for 2 years

After that , in 1996 came a residency at El Cielo, the funky room at Pacha, and finally thanks to the great feedback that got in there, Mike and Claire Manumission, got him to open the Manumission Motel , a very innovative proposal for the night life in Ibiza.

Thanks to all that, and a fantastic winter there, he got back to play for Manumission, something that he been ding occasionally before

 And  the summer of 1997 it was back to the grind. Having been approached again by the Manumission Brothers, Andy and Mike Mc Kay , it was an opportunity to once more take up the disco baton and carry on where he had left off some months before. Since that virtual rebirth, at the same time as Manumission themselves launched the world's biggest party, Alfredo has continued to be the longest serving resident of that team, led by Andy and Dawn, Mike and Claire. His work for Manumission has given Alfredo a personal satisfaction comparable to that of his years spent at Amnesia, due in part to the fact that from its humble beginnings, the super club also have had its own after party, the infamous Manumission Carry On at Space. In both of these, Alfredo has retained the artistic freedom that he was originally granted on his agreeing to work for the Manu team. He also plays on the Terrace  on Sundays, at  Space



That Space Terrace went on to be the first of many compilations and productions from Alfredo. He has worked with an abundance of international DJs and music producers.

Amongst other destinations that Alfredo has visited in his DJing career, Buenos Aires, Rio de Janeiro, Sao Pablo, Miami, Israel, and every capital and major city in Europe. Despite all that, however, one of Alfredo's most important moments took place back in the island that started it all, Ibiza, when he first play side by side with his son Jaime Fiorito, as residents at Manumission and Carry On in 2001.

Amongst other international awards and recognition that Alfredo has received throughout his lengthy career, he won DJ of the Decade in internationally known DJ Magazine in 1988. He was also the first DJ ever to receive an award at the Middem Awards in Cannes. More recently, in the 2005 Ibiza DJ Awards, he was presented with a Lifetime Achievement Award, clearly proving his status in the Music Industry.



 After a long time playing at Manumission and Carry on in Ibiza as a resident , and at various one-off parties on the island, plus touring the world including  Brazil,  Argentina, the UK, Switzerland , Norway, Finland, Thailand, Singapore, Jamaica,  the Canary Islands and mainland Spain, Alfredo took a year off  in 2006 as he  became father  for the second time when his daughter Lola was born in Ibiza in November of that year.

Alfredo and his family then opened a shop in Ibiza town specialising in clubwear with very exclusive vinyl records on the first floor, a venture that came just at the end of an era, the one of analog recordings and the beginning of a new one – digital – which would change the path of music forever.

He continued playing during this time as resident DJ at the Sunset Ashram, a fantastic  bar and restaurant on the Beach of Cala Conta, a incredible spot in front of  the rocks of Es Vedra, that became a must to see the sunset listening to a mix of jazz, soul, new age and classics playing with his original Balearic way.

Alfredo: The Original Sound of Ibiza

2006 ended with the preparation of an old dream coming true, a project that our man was waiting for, for years.  But as everyone knows, things happen at the right time, and with the great help of his son Jaime and Ed Cartwright (from promotions company Darling in the UK), they engaged Ministry of sound to release the final and original Balearic compilation, compiled and mixed by the men that in the early 80s started a movement that became seminal for the music of our times.

 Alfredo, The Original Sound of Ibiza was released in 2007 and became a collectors item  and a fine example of the music in Amnesia at the beginning of the 80s , later labelled as Balearic Beat.

During that summer, Alfredo secured a weekly residency at Blue Marlin at Cala Jondal once a week, and went back to play in a club, thanks to the offer that Mark Broadbent, one of the promoters of We love Sundays make to him: a residency in the bright new room of Space.  El Salon every Sunday.  This became so successful that he was offered it again for the following year, as in 2008 he would be playing once at el Salon and once at the closing of the Sunset Terrace

2008 started  with the preparation of the We Love compilation together with Paul Woolford and continued with his planned residency at El Salon and the Sunset Terrace.  Also we must mention the creative and innovative work that he did together with Ian C –a very talented and different English percussionist who played with him on the Terrace which added extra excitement and an unforgettable feeling for the lucky ones that were lucky enough to be there.

The following winter, he toured Japan, South America, China and the Middle East promoting the album, and also made different appearances in the UK and in Europe including Italy, Switzerland, Denmark and Finland.

And finally we cannot forget Alfredo’s two sessions back-to-back with Jaime Florio, emotive act of father and son that produced an imaginative and eclectic set welcomed by the packed dancefloor.

His residency with Ian C at the Terrace became so popular and appreciated by the public that the promoters decided that in 2009 Alfredo would play exclusively on the Sunset Terrace with his amazing mix of classic new sounds. Ian C on percussion during this year closed the sunset terrace 10 Sundays and played warm-up for the final set 6 times with a superb feedback from the public. And also we cannot forget Alfredo’s compilation for Azuli -  the Balearic Beach Sessions,  another mix of reggae and soul and atmospheric sounds that transport you to the sunny beaches of Ibiza.

That following winter , he tour Asia and Europe.

His residency continue in 2010 together with Ian C. at the terrace and also his gigs out of the island in the winter season. Japan, Dubai, and different places in Europe and the UK

This summer we will catch Alfredo every Sundays at We Love, and also listen to his first production after some time, together with Space resident and well known producer Mat Playford due to be release during the season 

Booking Enquiry
To enquire about booking artist Alfredo
complete form below or call us on +44 (0)1142 997707
Press Pack
Please enter your name, email and password to download the press pack. If you do not have a valid password please click register to request one.
dj roster
Female Artists
Live Acts
Club Tours
Celebrity Acts