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CMW Live Touring Summit: Interview with Elliott Lefko
Interview with Elliott Lefko VP of Talent, Goldenvoice / AEG Live / Coachella
By Yiran Shan
(more articles from this author)
2015-05-13
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北美知名度最高音乐节之一Coachella音乐节独家深入采访报道

本周在加拿大音乐周Canadian Music Week的国际音乐节论坛上结束后,musicdish对参与了本次论坛的科切拉音乐节(Coachella Music Festival)的主办单位——AEG现场娱乐公司旗下的Goldenvoice的副总裁Elliott Lefko进行了采访。科切拉作为近期火热知名的北美音乐节,每年在南加州的indio沙漠举办。科切拉音乐节虽然仅仅有12年的历史,但近几年来每年的科切拉音乐节都会吸引大批来自世界各地的热爱音乐的人们。让我们一起来从主办方的角度来近距离了解一下这个音乐节。

据Elliott Lefko所介绍,最开始Coachella的雏形是由一次Pearl Jam珍珠果酱乐队的临时换场地形成的。Goldenvoice发现了这片沙漠,举办了Pearl Jam和一些其他乐队的演唱会。当时北美洲还并没有音乐节这个概念,音乐节当时只在欧洲存在。Goldenvoice看到了音乐节的市场潜力,决心开始打开北美音乐节的市场。让人们了解音乐节,接受音乐节并且产生去参加的热情是需要几年的时间。在刚开始的前几年并没有很大的起色,直到五年前邀请到了Radiohead和Pixis乐队,Coachella才真正开始崛起,知名度直线上升。近年来流行的EDM电子音乐也带给了Coachella新市场。Coachella开始走上了EDM电子音乐以及其他尖端乐团的组合路线,越来越受到人们的追捧和欢迎。

当被问到Coachella成功的关键,Elliott Lefko表示一个音乐节想要做的成功,是要多方面都做到位,正所谓的天时地利人和。首先乐队的选择是关键,Coachella不仅邀请当下流行的乐队,还要保证DJ的质量,寻找乐队间的重聚演出机会,有时还要做出创新的冒险。另外,随着电子音乐市场的快速发展,Coachella也及时抓住了这个好的时机。

除了大型的知名乐团,Coachella也会去挖掘新生的,有发展潜力的小型地下乐团。这样的选择标准对于正在奋斗的小型乐队无疑是个大好的机会。Elliott Lefko表示,他们的音乐节是本着不仅让观众来享受知名乐队的音乐,更是带给人们一个探索和发现其他好音乐的机会的理念。

为了使音乐节更加在人们心中有标志性,Coachella也发展了许多周边产品。比如Coachella音乐节“吉祥物”,Coachella Barbie doll影响着人们的穿衣。这样的副产品使得音乐节更加融入人们的文化生活,成为了当地和北美洲的文化现象之一。

虽然主导语言是英文,Coachella音乐节也欢迎其他地区和语言的乐队来表演。Elliott Lefko在此还对于想通过参加音乐节发展国外市场的中国乐队一些建议。他表示,参加Coachella音乐节并没有人们所想象的提交申请等步骤。想要美国演出,首先乐队需要当地的经纪人和代表,以便方便了解行情和联系主办方。同时更重要的是,音乐节并不是一个想来就来,白手起步的舞台。当人们对你不熟悉时,很少会有人会只凭借乐队自己宣传的“我们在自己的国家有着怎样的知名度”等话提起对一个乐队的兴趣。他建议那些先前有着在美国演出历史,有一点知名度的乐队来参演。口口相传的力量是很大的,而乐队也只能通过展现自己的实力,吸引乐迷,才能达到宣传自己和扩大市场的效果。


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