Margeson on the Music



Well, Irish Fest in Milwaukee is next month, and we will be doing our usual column highlighting the best acts set for this year, and it IS going to be another winner for the Fest----the biggest in the world, and rightly so.

We've noticed something in America. No album reviews this month, but the column is still all about the music. Now, this is only going to apply to America, and we are specifically removing Milwaukee's Irish Fest from the following. The Fest has done a spectacular job of staying away from the current virus attacking virtually all the festivals in America that we have studied. And, this virus will surely kill off some of these festivals, if it is not treated. Tough times in the festival business. Here's why.
Almost all American Festivals are reporting (if they report at all) decreased attendance. This is not by accident and it is not coincidence. Let's stipulate that it is impossible to speak for all festivals. They have multiplied like rabbits. That's the first problem. There are too many of them. Supply and demand is out of whack. Smaller venues think it sounds and looks like a good idea after seeing the crowds at Milwaukee or Columbus, and figure---hey!!---we can do that, too. Wrong. It was a lot easier to start a festival years ago than it is now due to the increased number filling the calendar, and the increased demand on the talent pool. Most new festivals combat this by throwing the main budget at a Celtic rock act of some level of fame, and the rest goes to local groups, many of whom are good, and many of whom are dreadful. More on this later. These Festivals are started by people who love the Celtic culture, or Celtic culture as they perceive it. If---and it is a big if---these festivals start to succeed, more and more committees are added, decisions are farmed out to volunteers, and a certain assumptive arrogance begins to appear covering virtually every facet of the operation. The volunteers start talking only to each other, and seldom check with the public they are supposedly serving.

Now, as this becomes endemic, something interesting happens. Money. No festival has enough money to do the things they want to do. As they expand, if they expand, more people have more ideas on things that should be done. We need to offer this. And that. And, more of this. All this costs money, every single time. Now comes the vicious circle. As they seek to offer more, they spend more, and then need more---to spend more. The fact of whether or not the festivals are getting real value and cultural importance for the additional money spent does not matter. What matters is that they are spending more, and---if they are lucky and do a great job, they start to make a profit. Then, the profit, and its increase, becomes crucial. Make more to spend more. We hasten to add that no individual is getting rich throwing these festivals. That's not the deal. Some entities throw the festivals as part of their larger organization's fund raising efforts.

So, what is constantly looked at is not musical and cultural variety of substance, but----here it is---what sells. What sells most. And, where is this profit? Beer. Yup. Of course, admissions---but beer. Boy oh boy, beer. Now, we are not talking about some couple enjoying one or two glasses during the day. We are talking about BEER. Who buys these beers? Well, there ARE the occasional middle aged louts like your writer who will over-indulge with some regularity. But, overwhelmingly, the big beer sales are to men and women aged 21-28. Stop here. Don't give us the pious, politically correct denials here about how it is unfair to stereotype, and all that. We're not. We are stating a marketing fact that is driving a lot of these festivals. Beer sales.

Now, who do you hire to attract the customers in this demographic? Celtic rockers. We are not critical of these acts; in fact we even like some of them. But, let us ask you this. Were you running a festival with a profit imperative, whom would you hire to attract this younger group? Black 47, Gaelic Storm, Brother, The Fenians---or The David Munnelly Band, Brock-McGuire, Cathie Ryan and Tommy Fleming? Right. There's your answer.

What has happened is that these festivals haven't been watching much of anything, except the gates and the beer sales. And, while they have been watching that front door, what has left by the back? Yup. Thousands of people 30 and over. Attendance is down, as we mentioned earlier. And, so are vendor sales. At the next festival, ask your favorite Irish/Celtic vendor how their sales have been overall, and if they tell you the truth, they will say down. Why? Remember back to the time when you were in that 21-28 year old demographic. Why would you go to something like an Irish festival? Right. To hear some rock, party, meet women (men), buy beer and try to connect and get lucky. Exactly how much disposable income did you have to go to the vendor areas? Zilch. So, here's the truth. These festivals are hemorrhaging the 30 and over demographic. EXACTLY who they need to have a well-rounded, ongoing successful setup. There is nothing more temporal than the 21-28 year old demographic. Right now, Celtic rock is cool. When something else replaces it, as it will, that crowd will join the over 30's in the fall off, and then who will be left?

Here is a little secret. No festival organizer, vendor or Irish musician of any stature or intelligence will deny what is being said here. They talk about it all the time. Where do you think we heard it? What you now have at festival after festival are the well-meaning volunteers tearing around on their golf carts, talking on their walkie talkies with great urgency, and driving right past what they should be seeing. Fewer people.

What to do? Milwaukee has the answer. Return next year to a FAR more balanced offering in the acts. The rockification of the Irish festivals must stop if they are to survive. Put the culture back into the festivals. Double the effort. Of course, continue to attract the 21-28's, but quadruple your efforts to re-attract the audience you are losing. The over 30's. Talk to the musicians, the vendors, the agents, the other festival producers, knowledgeable experts on Irish/Celtic culture, writing, history, music, spoken word and---here is a neat idea---talk to your customers !! We have a theory that if your festival does not have a vibrant, active cultural area, your days are numbered. At LEAST as much thought and attention should be paid to the cultural offerings as the music. Keep chasing only THIS year's profit, and you will die. Slowly. But surely.

Advertise you festival on liveIreland to 50,000 listeners per day! Advert packages to suit all budgets. <Enquire here>

Suggestions or Questions? Contact Bill <Here>