(pictured above, The Glitch Mob perform at Imagine Music Festival 2015)
Summer is in full swing and for music fans that also means Imagine Music Festival is just around the corner. Imagine Music Festival will be taking over the Atlanta Motor Way in Atlanta, GA August 26-28. The final lineup has been released and includes some big names like Adventure Club, Benny Benassi, Borgore, Dillon Francis, Excision, Steve Angello, Zeds Dead, The Disco Biscuits, Gramatik, Caspa B2B Rusko, The Bloody Beetroots, and many more artists. If you haven’t purchased tickets yet, a range of options are available with General Admission tickets starting at $199 (plus taxes & fees).
Leading up to the festival, Dancebreak had the opportunity to talk to the founders of Iris Presents, Inc. and Imagine Music Festival, Glenn and Madeleine Goodhand. Continue reading below to get a look into what goes into planning Imagine Music Festival and what to expect at this year’s event. For clarity, Dancebreak comments are italicized, while responses from the founders are not.
You folks have been putting on events long before Imagine. How did you come to decide to create Imagine Music Festival?
We have been putting on events for over 20 years. The impetus behind creating Imagine started from a void of authenticity felt at other festivals. We felt that the experience was lacking and people were not being treated right. For all of our events, our motto has always been “treat others as you would like them to treat you.” With this core value in mind, we sought to create a festival that was 100% customer-centric, maintained its integrity and had the thickest vibe possible.
Have either of you been involved with writing or creating music, or have you primarily been focused on putting on events?
Our primary focus is putting on events, however we also are passionate about helping develop local up and coming artists. By providing the highest quality production – our stage creates a platform like none other for local acts to practice and grow their fan base. We believe Atlanta has some of the best talent in the land and we are blessed to be able to showcase it.
What goes into creating something like Imagine? For patrons, it can seem like new festivals pop up rather quickly and without warning. What kind of work goes on behind the scenes leading up to a festival? How long was Imagine in the works before its debut?
A lot of blood, sweat, tears and more work than you can “imagine.”
What sets Imagine apart? Objectively speaking, it seems like you have gained quite a bit of recognition. But, at the ground level, what makes Imagine different? If you were to teleport someone to Imagine without telling them where they were, what sights and sounds would that person see that are unique to Imagine?
The biggest difference that you will feel is that we are one of the few remaining independent festivals. At Imagine you will experience a spectacle of aquatic themed performers; circus acts; transformational village; a colorful lineup with many gems to discover; and an incredibly positive vibe from both festival-goers and our staff.
Is IRIS primarily an Atlanta-based initiative? Are you involved with other events outside of the Atlanta area? If not, do you have aspirations to grow outside of the Atlanta area?
IRIS is currently based out of Atlanta, with most of our events happening in the area. We have been involved with almost every major EDM event to come through the city, since the nineties. It’s our home and therefore has been a great place for us to start. We are always looking for opportunities to expand and eventually would like to be an internationally recognized brand.
Are you primarily focused on dance music, or do you have other ventures unrelated to dance music that you’re involved in that you would like to share?
Our roots are in electronic music – it’s where we got our start and is what we know best. Music is always evolving however, and we will evolve with the music. That being said we have some other projects in the works that would open us up to experimenting with other genres and new experiences.
Dance music used to be more of a counterculture idea; the artists, patrons, and enthusiasts tended to be more on the fringe of what society considered “normal.” Yet these days, it’s everywhere. In your opinion, what caused that change? Did dance music become more “normal” or did society become more “weird?”
At its core, the scene was always about the music and gathering together for the music, the love, the party, and the knowledge. Dance music makes you feel good and creates an environment free of judgment where you could express yourself. I wouldn’t say that the participants were not normal, some were perhaps the most ordinary of people looking for an escape from their everyday lives. It’s hard not to like electronic music as it can be very uplifting. It was only a matter of time for the mass-market to catch on – we believe the internet and social media perhaps played the biggest role in lifting the music out of the underground. It simply became easier for more people to connect and share a common love for the music.
Has this changed the way you plan, promote, and throw events at all?
To keep some of our old school flavor, we still employ some traditional promotional methods, but Social Media sure has made getting the word out much easier.
What challenges has the commercialization of dance music presented for you guys? How have you benefited?
Most promoters will agree that skyrocketing DJ rates has created the biggest challenge for festivals. Now there is a larger market out there opening our events up to more people, but there is still a great deal of risk involved.
To wrap things up, can you comment on what patrons can expect for this year’s Imagine? What’s something that a returning Imagine fan can look forward to? What about someone who is coming to Imagine for the first time?
At the end of last year’s show, we took to the stage and promised everyone that things would only get bigger and better – and that still holds true. From a bigger lineup, more performers, more days, bigger venue with camping – there is a lot to look forward to this year. For someone coming to Imagine for the first time, we hope they feel the same energy and love that was felt by every first-timer before them.
Thank you for your time, we look forward to seeing you all at Imagine Music Festival this August!