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IQ profiles seven independent new-for-2018 events hoping to carve out a loyal following in the crowded international festival business
By Gordon Masson on 02 Aug 2018
Launching a music festival when the market is so saturated takes nerves of steel, yet countless brave souls around the world are doing just that.
While the international behemoths are using 2018 to debut the likes of Lollapalooza Stockholm, Download Madrid and All Points East in London, Gordon Masson profiles seven new events that are hoping to attract a loyal following through their different approaches to the business…
“I can see Peace Train becoming one of the most important festivals in Asia”
With a motto that proclaims, “Let politics, economy, ideology, race, freedom and peace be experienced through music,” the DMZ Peace Train Music Festival’s inaugural event took place in June.
Format: A 5,000-capacity event including a conference and showcase elements, and entrance to a nearby amusement park.
Location: The conference took place at the appropriately named Platform Chang-dong 61 in Seoul, before a train took attendees and artists north to Goseokjeong, which is located at the entrance to the Korean Demilitarised Zone on the border with North Korea for the two-day music festival.
Performers (Korean): Jambinai, Crying Nut, Galaxy Express, Billy Carter, Say Sue Me, SsingSsing, Idiotape, Kiha & the Faces, Se So Neon, Adoi, Hitchhiker, Kirara, Lee Seunghwan, Kim Soochul, Sanae Kang.
Performers (International): Vaudou Game, Colonel Mustard & the Dijon 5, Joyce Jonathan, Mitsume, No Party for Caodong, Zenobia, Newton Faulkner, Glen Matlock.
Industry support: Co-ordinated by the governor of Gangwon Province and the University of Seoul, the conference side of the event was run by Shain Shapiro’s Sound Diplomacy, while the likes of Stephen Budd (Africa Express, ONEFest, NH7), Martin Elbourne (Music Cities Convention, The Great Escape, NH7), Martin Goldschmidt (Cooking Vinyl) and Mark Meharry (Music Glue) were on hand to help with the organisation of the festival.
The future: “We have big fields and parkland next to the core festival site, so I can see Peace Train becoming one of the most important festivals in Asia in the years ahead,” Martin Elbourne tells IQ.
“53 Degrees North can and will become a byword for true youth empowerment”
Organised by the Hull-based Warren Youth Project, a charity that helps local young people deal with problems, 53 Degrees North has already had an impact on hundreds of lives. “Last year, The Warren had 1,454 young people registered, and they came to us 17,059 times in need of support. But the funding that’s necessary to give that support is becoming scarce,” explains Mez Sanders-Green, one of the Warren’s festival organisers.
“We didn’t want to just ask people to donate money – instead, we wanted to create something that would make the people of Hull smile whilst helping us sustain our vital services, this is why we put on 53 Degrees North.”
Format: A two-day, 3,000-capacity, city-centre event.
Location: The event is staged in Zebedee’s Yard, a venue in the centre of Hull that is surrounded by old buildings, giving it an amphitheatre vibe.
Performers: Slaves, the Horrors, Dream Wife, Life, Our Girl.
The future: “In just one year, 53 Degrees North has delivered the triple whammy impact of being a showcase for radical emerging and major acts, empowering live-work-experience for young people and raising desperately needed funds to support those young people to become their best selves. Because of that impact, 53 Degrees North can and will become a byword for true youth empowerment – give them real chances and they will smash it out of the proverbial park,” states Sanders-Green.
Industry support: “Ross Warnock at UTA, Adele Slater at Coda and Steve Backman at Primary Talent were great to deal with,” according to Sanders-Green.
“The various channels that Vice offers can give their acts more media exposure”
A collaboration between Beatbox Entertainment and Vice Media, Noisey is targeting the young, hip Copenhagen crowd with a line-up that encompasses established and rising stars across hip-hop, rock, pop and other genres.
Format: Taking shelter indoors from November’s cold Copenhagen weather, the festival will cater to a capacity of about 3,500 fans.
Location: Noisey has secured TAP1, a former distillery in the Danish capital’s city centre, for its inaugural year, with two halls that will host around 20 acts across the weekend. Beatbox partner Xenia Grigat explains: “This won’t be a showcase festival – it’ll be a mix between known headliners and some rising stars. But thanks to the partnership with Vice, who opened their Copenhagen office last year, we’ve generated a lot of interest, as agents and labels can see that the various channels that Vice offers can give their acts more media exposure than they might otherwise receive.”
Performers: Jungle, Sigrid, Nines, Ugly God, Liss, Stella Donnelly, Riverhead, Kelly Lee Owens, Westerman.
Industry support: Free Trade, Earth Agency, ATC, Coda, UTA, 13 Artists.
The future: Grigat notes: “Noisey is really Vice’s brand, but we know they are very excited about checking out this festival concept, so if it goes well in Copenhagen, they could potentially take it to other cities, or expand its size in 2019.”
“The goal is to create one of the biggest winter music festivals in the world”
After the team from Exit Festival started Sea Dance in Montenegro in 2014, RE:volution in Romania a year later and Sea Star in Croatia in 2017, this year saw the launch of their newest chapter: Festival 84 in Bosnia and Herzegovina.
Format: Following an opening party, the festival, which includes music and winter sports, ran for two full days and nights, and included a farewell party. More than 20,000 people attended the inaugural Festival 84.
Location: At the very heart of the Balkans, Jahorina mountain is close to the Bosnian-Herzegovinian capital city of Sarajevo.
Performers: The inaugural line-up concentrated heavily on the dance market with acts such as Sigma, Asian Dub Foundation, Joris Voorn, Umek, Burak Yeter, Bad Copy and Helem nejse.
Industry support: Echo Location, Bass Culture, William Morris, Radius Artists, David Lewis Productions.
The future: “Exit is famous worldwide not just as a favourite among music happenings, but also as one of the few modern festivals that has roots in activism that are still nurtured today,” says one of the organisers, Bojana Kozomora. “By merging Exit Festival’s brand with the Jahorina mountain and Sarajevo’s Olympic brand, the goal is to create one of the biggest winter music festivals in the world, which will – like Exit – serve as a champion for social responsibility.”
“Every person in the teams involved went the extra mile to make it a truly special first-year festival”
Showcasing one of Europe’s last hidden gems, Kala’s debut edition was held on Albania’s picturesque coast at the meeting point of the Adriatic and Ionian seas.
Format: Mainstage Festivals organised a 2,000-capacity, seven-day, beach-based festival, providing partygoers with an alternative to other Mediterranean festival destinations. The event also offered an array of sports and wellbeing activities, from snorkelling, kayaking and paragliding to sunset yoga and beach massages.
Location: Dhërmi beach, a short boat ride from the popular Greek island of Corfu.
Performers: Colleen ‘Cosmo’ Murphy, Moodymann, The Black Madonna, Hot Chip, Tom Misch, Todd Terje, Roy Ayers and Ross From Friends, among others.
Industry support: CGI Music (artist booking and programming), the Rest is Noise (PR services), Giles Bristow (production manager) and the Albanian ministry of tourism.
The future: Year one attracted 1,800 attendees – 1,400 of whom travelled internationally to get there. “The feedback from the festival has been overwhelmingly positive. It took over a year and half to plan Kala and every person in the teams involved went the extra mile to make it a truly special first-year festival,” says festival director Alan Crofton.
“The next few years we will look to progress steadily to ensure we maintain the intimate customer experience that was achieved this year. There are already exciting developments underway, which we can’t wait to reveal over the next few years in Albania.”
#MSG plans to use its programme to build a credible and sustainable future for the export of Greek music
Music Showcase Greece (#MSG) has been organised by the Greek ministry of culture and sports, and in collaboration with the municipality of Thessaloniki, the festival is supported by the region of Central Macedonia, the Cultural Center of Central Macedonia, Athens Culture Net, founding donor Stavros Niarchos and Moni Lazariston Festival in Thessaloniki.
#MSG is marketing itself as a four-day music marketplace that is “something more than just a simple festival that aims to entertain the audience.” This free festival has been set-up to promote the modern, Greek music scene and includes parallel events such as music industry workshops, B2B meetings, a conference schedule, and cultural trips around the city, in order to entice international attendees.
Format: A four-day festival showcasing 20 Greek acts across nine city venues.
Location: The event will rely on a number of venues in the city of Thessaloniki (Salonica) in northern Greece.
Industry support: #MSG’s organisers have placed a particular emphasis on the curators of international music festivals, record label execs, agents and journalists on the event guestlist, with confirmations from China, Vietnam, Slovakia, Poland, Sweden, Germany, the Netherlands, France, Portugal, Spain and Israel.
The future: #MSG plans to use its programme to build a credible and sustainable future for the export of Greek music and artists, both by showcasing the best of the country’s talent and by developing its music industry infrastructure through the creation of a dynamic international network of music representatives, which will meet every year in a different Greek city. The next edition will be held in Athens in 2019.
“Wepe to establish a strong musical community and provide the region with a contemporary Middle Eastern festival culture”
Meteor was created in order to serve as a “cutting-edge, alternative musical journey that can surpass borders and distort time and space.” Promoter Eran Arielli tells IQ: “We wanted to take things to the next level, go beyond solo shows in concert halls and arenas and provide the local crowd with the immersive festival experience that they long for, which up to this point was only available abroad.”
The event will host more than 50 international acts and just as many local artists, and was curated with the understanding that the limits of genre and scene are broken, and a wide bridge now connects styles, generations and audiences.
Format: Meteor is a 15,000-capacity, three-day camping event with six stages, a diverse and high-quality catering area, an open-air cinema and an arcade tent, and also includes art installations and performances.
Location: The festival will take place in a pecan orchard in the Upper Galilee region of northern Israel, just footsteps away from the historical Jordan river.
Performers: Flying Lotus, Kamasi Washington, Nina Kraviz, Soulwax, Pusha T, Mura Masa, DJ Koze.
“When constructing the line-up, one of the main themes that came to mind was that of the hipster/clubber,” says Arielli. “It was also very important for us to integrate artists from minority groups and have a strong presence of Arabic and African music and culture.”
Industry support: Coda, WME, ICM, Earth Agency, Blow Up, ATC, Qu Junktions, CAA.
The future: “With Meteor, we honestly hope to establish a strong musical community and provide the region with a contemporary Middle Eastern festival culture.
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