Festival Fever: Insomniac Events CEO Talks Music, Tech, and the Future of Dance Music
Las Vegas – As the dust settles on another successful Electric Daisy Carnival (EDC) in Las Vegas, the event’s founder and CEO of Insomniac Events, Pasquale Rotella, offers insights into the ever-evolving landscape of electronic dance music and the future of festivals.
Rotella, a veteran of the dance music scene, has witnessed the genre’s evolution from underground warehouse parties to the massive, multi-day festivals that now draw hundreds of thousands of attendees. "There’s so many different styles," he says, referencing the diverse subgenres within electronic dance music, including house, techno, and even a resurgence of "brick beats."
The popularity of these festivals is undeniable, but Rotella acknowledges the concerns surrounding "festival fatigue." "The world is definitely over conference," he admits, highlighting the growing trend of festivals emerging as a more profitable venture than streaming music. Despite this, he remains confident in the future of Insomniac Events, emphasizing their global expansion and continued growth.
"We’re growing every day," Rotella confidently declares. "We’re growing within the United States, but we’re also growing internationally. Next year we’re going to be in Japan, we’re going to India, we just did Brazil this past year and we’re selling out events and adding more here in the States."
With this global reach comes a fierce competition for talent. Rotella acknowledges the escalating costs associated with attracting top performers and the ever-present challenge of differentiating Insomniac Events from the plethora of other festivals vying for audience attention. "It does get competitive," he says, "but it’s definitely not going anywhere."
Looking ahead, Rotella hints at the crucial role of technology in shaping the future of festival experiences. "Virtual reality is the next big thing," he says, excitedly outlining his vision for immersive experiences within the festival environment. While Rotella acknowledges that sponsorships play a significant role in festival operations, he emphasizes Insomniac’s commitment to maintaining the integrity of the events. "We don’t brand our stages or our events," he clarifies. "It’s about EDC and everything that that means. But we know 7up is a great sponsor, and they’ll set up a stage and actually hire artists and set up a whole experience where you walk in and you’re in this, it’s our seventh stage at EDC."
Rotella’s success story is a testament to passion, hard work, and a deep understanding of the dance music community. "You have to be passionate," he advises aspiring festival organizers. "It’s hard. It’s not a party, throwing a party. It’s a lot of work, and there are no shortcuts." He credits his journey to his roots as a raver, highlighting the importance of focusing on the true essence of music and community. "I started off as a raver," he reminisces. "I just went to warehouse parties and was a fan. And when it collapsed, and there were no more events to go to, I said, you know, I can’t not have this in my life."
The Future of Music Festivals: A Conversation with Pasquale Rotella, Founder of Insomniac Events
The world of music festivals is ever-evolving, with new trends and genres emerging constantly. Pasquale Rotella, the visionary behind Insomniac Events, the company behind the iconic Electric Daisy Carnival (EDC), painted a captivating picture of the festival landscape and its future. In an insightful conversation, Rotella shared his thoughts on the evolving genres, the challenges of staying ahead in a crowded market, and the exciting possibilities of using technology to enhance the festival experience.
Key Takeaways:
- The Evolution of Dance Music: Rotella highlighted the shift from "big room house" to more specialized genres like house, techno, and even brick beats making a comeback.
- Festival Fatigue?: While acknowledging that the festival market is becoming increasingly crowded, Rotella confidently stated that Insomniac Events is growing, both in the US and internationally.
- The Power of Technology: Rotella emphasized the importance of integrating technology to enhance the festival experience, with virtual reality emerging as a key area of focus.
- The Future is Bright: Despite the challenges, Rotella remains optimistic about the future of music festivals, particularly with the growing popularity of international events and the power of technology to create immersive experiences.
The Rise and Evolution of Dance Music
Rotella observed the evolution of dance music, highlighting the gradual shift away from the more mainstream "big room house" sound that dominated the past five years. He pointed to the emergence of more specialized genres like house and techno, as well as the re-emergence of brick beats.
"The world is definitely over conference," said Rotella, referring to the trend of smaller, more focused music events. "Festivals are becoming more pervasive for the obvious reason that it is more profitable than streaming music."
A Look at the Festival Landscape
Despite the proliferation of festivals, Rotella expressed confidence in Insomniac’s ability to thrive. Their focus on unique experiences and international expansion is driving growth.
"We’re growing every day," Rotella stated. "Not only are we growing within the United States, but we’re growing internationally." He cited upcoming events in Japan and India, along with the success of the recent Brazilian event.
While Rotella acknowledged the challenge of attracting talent in a competitive market, he believes the market is far from saturated.
"Some markets are wide open, and some markets don’t need another festival," Rotella explained. "It really depends on where you are. But, it’s definitely not going anywhere."
The Power of Technology
Rotella emphasized the importance of embracing technology to enhance the festival experience. He sees virtual reality as a particularly exciting avenue for innovation.
"I have a meeting with virtual reality companies almost every other day," said Rotella. "It’s about understanding how we can use this technology to enhance the live event experience."
The Importance of Sponsorship
While many festivals rely heavily on sponsorships, Rotella described a different approach at Insomniac Events.
"We don’t do sponsorships the way they used to do at festivals," said Rotella. "It’s about them bringing value to the experience. We don’t brand our stages or our events. It’s all about EDC and everything that that means."
He cited 7UP as an example, explaining that their sponsorship involves creating a unique experience for attendees within the festival.
"They’ll hire artists, set up a stage, and the whole set up where you walk in and it’s like a seventh stage at EDC," said Rotella. "They enhance the experience by doing special things like that."
The Business of Music Festivals
Rotella acknowledged the hard work and dedication required to build a successful festival business. "You have to be passionate," he said. "It’s a lot of work, and there are no shortcuts. It takes a great team behind you of course."
Rotella’s journey began as a raver in the 90s, attending warehouse parties. When the scene began to wane, he decided to create his own events. This passion and drive has led to the creation of one of the most influential music festival companies in the world.
"I was a writer, a club kid, a party promoter, going to warehouse parties," he explained. "I started off as a raver just going to warehouse parties and being a fan. And then when it collapsed and there were no more events to go to, I said, ‘I can’t not have this in my life.’ And that’s why I started."
Through his commitment, innovation, and passion, Rotella has built a thriving business that continues to shape the future of music festivals. He offers valuable insight into the industry, highlighting the ever-evolving landscape of dance music, the challenges of the festival market, and the power of technology to enhance the experience for attendees. His story serves as an inspiration for aspiring entrepreneurs in the music industry, demonstrating that hard work, dedication, and a genuine love for the music can lead to remarkable success.
