Q&A: Amnesia Rockfest Forgets About 2013’s Controversies
Riffyou.com didn’t attend the 2013 edition of the Amnesia Rockfest in Montebello, QC (June 20-21), but various online accounts have led us 
to believe that – at least from a concert goer perspective – the festival was an unmitigated disaster.
We’ve read reports regarding disgusting bathroom conditions, a lack of available water, ticketing/entrance issues, bands cancelling last minute or not being treated properly once on-site, independent bands being subjected to a pay-to-play arrangement, logistical nightmares, and a general feeling that attendees were not treated respectfully.
Thus, when we were presented with the chance to partake in an email interview with Amnesia Rockfest founder Alex Martel, we hoped that he’d take the opportunity to clear the air – perhaps admit fault and/or apologize for what went down in 2013. Or, at the very least, take ownership of what happened.
Unfortunately, that didn’t happen, as Martel left many questions relating to last year unanswered. From a PR standpoint, we get that approach. Our job, however, is to ask those questions and hope for the best.
On the brighter side, he did offer detail regarding methods the festival has taken to improve the attendee and artist experience, and gave Riffyou.com greater insight into what it takes to put such a massive festival together.
Here’s what Martel had to say about the 2014 edition of Amnesia Rockfest, a festival that’ll feature appearances from Blink-182, Motley Crue, NOFX, Weezer, Alice in Chains, Megadeth, Billy Talent, Cypress Hill, and a bunch more.
RY: First off, Amnesia Rockfest continually impresses with its lineup of bands. How do you decide which bands you want to have on your bill?
Alex: “It’s a long and meticulous process. I spend a lot of time working on lists and grids, doing research, etc. We listen a lot to what our festival-goers ask us. I also try to balance out the different genres to keep it diverse. I also like to dig deep, so even the smaller bands are 
important.”
RY: When it comes to booking the bands – especially headliners and mid-level acts – how often does their management/booking representative come to you in hopes that they can be included at the festival?
Alex: “During the first couple years, I was the one knocking on these doors all the time. But as time went by, it slowly became the other way around, which is great. The bands love the festival and I was able to build strong relationships in the industry, which really helps.”
RY: Obviously, booking bands like the ones you have isn’t cheap. How profitable is the festival at this point, and who do you rely on for financial stability?
Alex: “The expenses are way bigger than what most people would think. We’re taking huge financial risks every year and any profit we make is reinvested in the following year.”
RY: In all, how detailed of a process is it to pull a festival of this size together?
Alex: “It’s absolute madness, especially for a tiny team like ours. I tend to be hands-on for every little detail and I don’t delegate much, so I pretty much do the same job as 30 people would do in other companies.”
RY: As the main man behind the festival, what is your day-to-day workload like?
Alex: “It really depends on the time of the year, it’s a big cycle. But I always work seven days a week, from the moment I wake up until the moment I pass out, 365 days a year. I guess I’m a workaholic and a little crazy, but I love what I do.”
RY: Montebello is a small town, but has a big venue available to you. However, some can be put off by the lack of true accommodations (hotels, etc.); public transit; or the idea of camping. Have you considered moving the festival to a more major centre like Toronto or Montreal? Why or why not?
Alex: “Definitely not. The location is a big part of what makes Rockfest unique: a tiny village in the middle of nowhere taken over by tens of thousands of punk, rock and metal fans from all over the world. The vibe and the experience in Montebello couldn’t be possible in a major city setting. Also, I’ve lived in Montebello my whole life and the fact that I’m able to do this in my hometown has a huge sentimental value to 
me.”
RY: What has the festival done this year to ensure that everything runs much smoother than the 2013 edition?
Alex: “Festival d’été de Québec, the largest Canadian music festival, is replacing the production people we had hired last year. Along with the Ottawa Bluesfest’s site coordinator, they’ll be taking over production and logistics for Rockfest 2014. We’re also working with Orkestra, who do the Gatineau Beerfest, to handle all the off-site logistics, including campgrounds, parking, shuttles, etc. Some of the changes include shipping all the wristbands ahead of time, more entrances and exits, a new layout of the festival grounds, improved sanitary facilities, etc.”
RY: What are your hopes for the festival this year?
Alex: “The two main goals were to top last year’s lineup and improve the logistics with the best people in the industry, which we have achieved. The ticket sales are through the roof this year, so we expect to be sold out quicker than last year, even with a much bigger capacity.”
RY: Which band do you think will garner the best response? Who are you most excited to see?
Alex: “I’m sure Blink-182 and Motley Crue will both do great. Motley will be kicking off their final tour at Rockfest and it’ll be their last Quebec show ever. I’m really stoked for Weezer, NOFX, Grimskunk, UKKO, Primus, Mastodon and so many more…the list goes on and on!”
-Adam Grant
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