Page 23 - We Rave You Magazine | September 2022
P. 23


                “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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