Page 22 - We Rave You Magazine | September 2022
P. 22


                                                                                                                                       “It’s nice to see these festivals give a lot back

                                                                                                                                       financially to local businesses and communities,
                                                                                                                                       and to the country itself”
                                                                                                                                                                                                    – TREVOR CAMILLERI

                                                                                                                                  Tell us a little bit more about SummerDaze, because that   In looking to attend the festival, visitors don’t have to
                                                                                                                                  seems to be solely your concept that you have developed.  purchase a GA pass, instead, they can offer a small dona-
                                                                                                                                                                                    tion and essentially attend the event for free. What is the
                                                                                                                                  GERALD: From the brand name to the production, to the
                                                                                                                                                                                    thinking behind this?
                                                                                                                                  artistic direction and bookings, it’s an in-house event but
                                                                                                                                  with the support of BBC Radio 1 and Creamfields. This year   GERALD: The first two editions were also free entrance. We
                                                                                                                                  is only the third edition since we had to cancel one of them   organise the event for the MTA and it is mainly because we
                                                                                                                                  due to COVID. Months of work go into organising a festival   are trying to introduce a new brand and a new concept to
                                                                                                                                  of this size, and we were literally on the verge of literally   Malta. It’s a good few days, it brings the feel-good factor,
                                                                                                                                  launching the lineup two days before we cancelled it which   people enjoy it and it’s added value to the tourists coming
                                                                                                                                  was a bit of a setback at first.                  to Malta. After the first two years now, it’s becoming a
                                                                                                                                                                                    progression of now we start to be able to charge a fee.
                                                                                                                                  The SummerDaze programme is quite diverse, how do you   So this year it went from zero to three euros. It’s a small
                                                                                                                                  go about piecing the lineup together?             transition but as we build throughout the years, people are
                                                                                                                                                                                    starting to trust the event and the level of entertainment
                                                                                                                                  GERALD: This year we changed the direction slightly and
                                                                                                                                                                                    and production that they’re coming to see. The aim is obvi-
                                                                                                                                  headed more towards live pop acts for different reasons.
                                                                                                                                                                                    ously to have an increase in price going forward but that is
                                                                                                                                  One is that you can become quite limited with DJs as there
                                                                                                                                                                                    at the discretion of the MTA.
                                                                                                                                  are four or five really big DJs you can book at that level,
                                                                                                                                  but we still took on a few of them and were glad to have
                                                                                                                                                                                    TREVOR: With the association of BBC Radio 1, in the first
                                                                                                                                  them. With the first two editions, we felt like we played it
                                                                                                                                                                                    years, we didn’t charge for the event like the BBC didn’t
                                                                                                                                  safe when we built the event with DJs like Martin Garrix and
                                                                                                                                                                                    charge for their events as they put on state events. So with
                                                                                                                                  David Guetta coming over, but there’s also a lot of hype
                                                                                                                                                                                    that in mind and the fact that BBC Radio 1 are always keen
                                                                                                                                  around the live acts. The other reason is that not many
                                                                                                                                                                                    to collaborate with SummerDaze, the approach was similar
                                                                                                                                  live acts come to Malta compared to DJs, so there is more
                                                                                                                                                                                    this year.
                                                                                                                                  demand there, the market is much bigger, and pop is very
                                                                                                                                  euro-friendly. It’s very different from what we do, but we try
                                                                                                                                                                                    Looking ahead to the next few years, what are your plans
                                                                                                                                  to have a diverse spectrum of events happening for us as
                                                                                                                                                                                    for 356 in the near future?
                                                                                                                                  much as possible. It is unique because, in reality, we don’t
                                                                                                                                  have any other event that is similar to SummerDaze. The   TREVOR: Apart from what we are doing right now, we are
                                                                                                                                  big pop and hip-hop acts and rappers don’t really come to   also focused on family entertainment, which is also an
                                                                                                                                  Malta, so it was a good opportunity to come together with   important part of 356. We are partners with Cirque du Soleil
                                                                                                                                  the MTA (Malta Tourism Authority) to book such talent.   and do their shows here in Malta. We realised that family
                                                                                                                                                                                    entertainment is also an important sector after having kids
                                                                                                                                  TREVOR: In terms of the different days here this year, we   ourselves, so we are looking to build brands for younger
                                                                                                                                  wanted Day 1 to be very focused on the British market   people. In doing that we have built a concert alongside BBC
                                                                                                                                  helped by BBC Radio 1 and Cream. And on the second   Radio 2 and an orchestra for example. Aside from that, we
                                                                                                                                  day, we wanted to draw in the Italian market with acts like   are also looking to improve our international reputation,
                                                                                                                                  Corona. The event is very much a marketing stunt, as more   as we have several exciting projects in the pipeline for the
                                                                                                                                  Brits are around in Malta in August than Italians.  years ahead.

     22  we rave     PC: SUMMERDAZE FESTIVAL                                                                              PC: 356 ENTERTAINMENT                                                                         sep 2022  23
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