How To Run An Electronic Music Festival
According to the organizer of Dekmantel, the small Amsterdam festival entering its third sold-out year despite stiff competition.
Thinking about starting your own electronic music festival? Well, you’re not the only one; in recent years, the festival market has been flooded with upstarts, and the influx has created a competitive environment, to say the least. In the UK alone, ticket prices are creeping up along with the age of attendees; in 2013, MSN UK found that the average age of a festival-goer was now in the mid-30s, and in 2014 a separate study by industry publication Festival Insights put the number at 33. According to the MSN study, the reason was escalating costs, with 60% of 18—24 year olds saying they weren’t planning to attend a festival that year because it was too expensive. This year, The Guardian backed up that point by showing that festival tickets were leaping up at a much faster rate than the rate of inflation in the UK, and revealing the way in which booking headliners has become a “financial arms race”—as in-demand headliners know exactly how in-demand they are, and hike up their prices in order to play rival festivals off against one another. What this amounts to is a marketplace packed with festivals charging more and more to see barely indistinguishable lineups.
With the UK scene so overcrowded, many music lovers now look to mainland Europe for their summer festival fix, where tickets are generally cheaper and budget travel packages aimed at festival-goers are on the rise. This has created an overstuffed, competitive environment: in Croatia alone, there are 13 festivals (mostly catering to fans of electronic music) registered on Festicket.com for 2015, including Outlook, Hideout and Dimensions. The same site lists over 30 European festivals specializing in “house” still to come this year; since the 2004 expansion of the EU, there are now many events springing up in Poland, Hungary, the Czech Republic and other eastern European countries. In the Netherlands, the popular Amsterdam Dance Event looms in October, and listings site I Amsterdam counts 16 more upcoming electronic festivals in the capital.
In the midst of it all, there’s Dekmantel. Dekmantel is a three-day and four-night event in Amsterdam, founded by club promoters Casper Tielrooij and Thomas Martojo as an extension of the success of their club night series of the same name. Now entering its third edition, the boutique electronic festival has so far sold out every year, doubling its initial capacity of 5,000 to a pretty healthy, but still intimate, 10,000. Despite sticking to its roots as a small, house and techno specialist event, it’s gone from being a mostly Dutch event to welcoming attendees from over 50 countries, as well as extending its night program in the popular Amsterdam nightclub Melkweg, and adding a prestigious opening concert (this year it’s an exclusive Autechre show). Dekmantel don’t do anything particularly fancy or attention-grabbing; they simply program a solid line-up full of their favorite producers and DJs, and each year, despite the fierce competition and their lack of previous experience in running festivals, it seems to be working out pretty great. The FADER spoke to Martojo to find out how to run an electronic music festival.
Find the right venue
...in the right city
Prioritize dancing above all else
Take chances with the line-up
And don’t blow your cash on hype-y headliners
Do what you can to grow sustainably (without being greedy)
Be ready to dedicate a lot of time and money to un-fun things
Not every year will be like the first, and that’s okay
Be conscious in your bookings
And finally, make sure it's a festival you actually want to be at