Julian Prince, the driving force behind the acclaimed SXM Festival, reveals the inner workings of festival selection committees, sharing invaluable insights into what shapes the ultimate line-up. This exclusive interview, an essential read for music enthusiasts and aspiring artists, unveils the strategic considerations – from artistic vision to fan demand – influencing the electrifying array of talent featured at SXM Festival.
Set against the stunning backdrop of Saint Martin / Sint Maarten, SXM Festival has established itself as a pinnacle of musical and cultural diversity since its inception in 2016, promising a blend of legendary and emerging acts in its 2024 edition.
The article delves deeper into the criteria used by festivals like SXM to select artists, highlighting the importance of performance history, audience appeal, and industry influence in shaping a lineup that resonates with audiences and drives ticket sales. It also addresses the red flags in artist submissions and offers practical advice for artists aspiring to grace festival stages. With insights into evaluating originality and creativity in submissions and the role of social media and streaming metrics, this piece is a treasure trove of knowledge for anyone keen to understand the dynamics of festival bookings.
As SXM Festival gears up for its 7th Edition with a promise of passion, pleasure, and partying in paradise, this interview with Julian Prince is an exclusive behind-the-scenes look at the making of a world-class festival experience.
Tickets: http://sxmfestival.com // Location: St. Martin, The Caribbean // Date: March 11-18, 2024
Who are the key decision-makers in festival selection committees and what influences their choices?
We are not a large team at SXM Festival, so we all try to stick to our areas of expertise. Every suggestion from a team member is analyzed seriously. I’m the festival director but I primarily focus on the artistic and creative aspects, which includes leading the booking department and curating the festival experience. It also includes making sure everything we do stays on brand.
Goes from the look and feel of everything published to the look and feel of the production. As for the musical direction, my work primarily involves determining who will perform, where, and when. I use the term ‘narrowing down’ because these decisions are influenced by various factors, including artist availability, suitability for the festival’s genre, and alignment within the proposed schedule. Additionally, fan demand is taken into account; each year, we conduct a survey after the festival. Although the best feeling is artist discovery! Giving them what they didn’t know they wanted. On the flip side, budget considerations play a significant role.
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What kind of performance history or experience do festivals typically look for in the artists they book?
Festivals typically seek artists with a strong performance history and experience that aligns with their goals. While this may vary, festivals aim to curate lineups that attract attendees and generate ticket sales. Therefore, an artist’s ability to deliver outstanding performances and draw crowds is crucial in the booking process.
Despite this, there are cases where an artist, perhaps propelled to fame by a single hit and new to touring, may not have extensive performance experience but still holds significant drawing power. In such instances, the artist’s appeal and ticket sales potential may override their performance history, not at the cost of bad music though. Despite the many factors involved, the ability to deliver exceptional performances and draw crowds remains paramount.
Additionally, festivals generally favor artists who are actively touring, part of the festival circuit and have influence in the industry.
What are the red flags in artist submissions that festivals tend to avoid?
Before submitting your music to a festival, it’s important to consider whether your style aligns with the festival’s past and current lineups. Just as you would listen to a record label’s releases before submitting your music, it’s essential to ensure that your tracks and style complement the sound the festival is seeking. If you aim to perform at festivals, having recorded music and something to promote is crucial. Additionally, targeting festivals featuring artists you share or will share releases can be beneficial as they will push for you to perform.
Moreover, professional representation is key.
Festivals tend to avoid booking artists who lack professional representation and festival experience, as managing the process becomes challenging in such cases. Therefore, it’s important for artists to have a professional network and experience to increase their chances of being considered for festival performances and to perform outside your hometown.
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Where can artists find examples of successful submissions to learn and draw inspiration from?
Artists can find examples of successful submissions by researching past festival lineups, reviewing artist profiles on festival websites, and seeking out case studies or interviews with artists who have secured festival bookings. Successful submissions often belong to artists who have a strong online presence, including well-maintained social media profiles, SoundCloud and Spotify accounts, an engaging presence on Instagram, and a professional presence on Bandcamp. Additionally, a professional press kit and an intriguing bio demonstrating a proven performance record can make a submission stand out.
In some cases, artists proactively reach out to festival organizers and offer introductions to their agents, which can help establish a professional connection. Ultimately, festival curators have a clear vision of what they seek, so it’s important for artists to analyze the festival lineup and determine if their artistic style aligns with the festival’s overall vibe. Artists who already have representation often find success, as festival organizers frequently work with established agencies. By following artists and engaging with their respective agents, festival curators can identify potential fits for their lineups.
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How do festivals evaluate the originality and creativity of artist submissions?
Festivals evaluate originality and creativity by seeking artists who offer a unique artistic perspective, an innovative sound, and a distinctive live performance experience that sets them apart. However, artists need to present their work clearly and concisely, just like crafting a compelling resume. With significant competition in the industry, a well-presented submission is crucial.
There are no shortcuts to becoming a successful touring artist. It requires dedication to creating and releasing music, securing residencies at reputable venues, producing engaging content for social media, and capturing the industry’s attention. By taking these steps, artists can position themselves for potential festival opportunities.
How important are social media presence and raw streaming in festival submissions?
Times have changed, and social media is not a precise science, but it serves as an indicator of an artist’s popularity and demand. Social media presence and streaming metrics can be valuable indicators of an artist’s reach, fan engagement, and potential draw at a festival. While not the sole criteria, a strong online presence can positively influence a festival submission by demonstrating an artist’s ability to connect with a broad audience.
There used to be different pathways for artists to break through, which are all still valid. However, in today’s landscape, social media has become a powerful tool that many young artists have used to gain recognition faster than would have been possible before.
Keep up the good work and never stop envisioning your success 😉 big love Julian!
**Artists submissions are taken at info@sxmfestival.com and bookings are made between June and October**
Will Vance is a professional music producer who has been involved in the industry for the better part of a decade and has been the managing editor at Magnetic Magazine since mid-2022. In that time period, he has published thousands of articles on music production, industry think pieces and educational articles about the music industry. Over the last decade as a professional music producer, Will Vance has also ran multiple successful and highly respected record labels in the industry, including Where The Heart Is Records as well as having launched a new label with a focus on community through Magnetic Magazine. When not running these labels or producing his own music, Vance is likely writing for other top industry sites like Waves or the Hyperbits Masterclass or working on his upcoming book on mindfulness in music production. On the rare chance he's not thinking about music production, he's probably running a game of Dungeons and Dragons with his friends which he has been the dungeon master for for many years.
