Mess+Noise interview: ‘Heatwave Festival founder and CEO Patrick Whyntie’, January 2012
An interview for Mess+Noise. Excerpt below.
Heatwave Promoter Breaks Silence: ‘We Bit Off More Than We Could Chew’
In his first interview since his fledgling hip-hop festival came to a dramatic close last week, besieged Heatwave promoter Patrick Whyntie tells ANDREW MCMILLEN that he’s determined to prove doubters wrong.
A festival “worse than any other failed festival in the history of Australian music” was how Tonedeaf reported on the final leg of Heatwave 2012, a national hip-hop tour that began in South Australia as a three-night camping festival on January 12 and ended in Melbourne on January 22. Between those dates, capital city shows were booked in Brisbane, Sydney, Perth and Canberra, in some of those cities’ biggest venues.
The festival debuted in January 2010 with a single South Australian show, at Abbotts Reserve, 90 kilometres south of Adelaide. Headlined by American rapper Xzibit and Australian DJ tyDi, the all-ages event was attended by an estimated 800 people.
Festival founder Patrick Whyntie – who also performs under the MC name Mastacraft – was 22 when he staged the 2010 show. His LinkedIn profile states that he has “been around the Australian entertainment industry for 10 years” and has “connections from Australia all the way to Detroit”. Whyntie had previously told the Victor Harbor Times that people were “blown away” by the first event. “There are a thousand things I can grow and build on for next year,” he said at the time, “but we had tons of security and everyone was safe.” Though there was no 2011 event, Whyntie returned to concert promotion in 2012 with a significantly ballsy move: a national hip-hop tour.
Announced some 35 days before the tour’s first date, Heatwave 2012 – featuring Kid Cudi, D12, Obie Trice, Tech N9ne, Chamillionaire and Crazy Town – was an eclectic proposition from day one. By the end of the 10-day stint, D12 had missed most of the tour due to mishandling immigration paperwork, the Perth show was cancelled via Facebook on the day of the event, and the whole thing culminated in a disastrous Melbourne leg that saw liquor licensing issues, a no-show from Chamillionaire, and Kid Cudi trashing the stage after power was cut due to reported schedule mismanagement. A couple of Facebook hate pages emerged in the wake of the Melbourne show, with punters calling for refunds and describing it as “the biggest music festival fail ever”.
Schadenfreude runs rife in the notoriously vicious live music industry, so it was unsurprising to see sections of the Australian music media taking delight in Heatwave’s perceived failures, especially following recent debacles such as Blueprint and BAM!. However, recent Flo Rida and Mos Def tour cancellations have highlighted how bringing US hip-hop artists in this country can be an exercise in hair-pulling frustration at the best of times, not to mention the difficulties faced by even seasoned promoters such as the Big Day Out’s Ken West.
In an email interview with M+N, 24-year-old festival founder and CEO Patrick Whyntie speaks for the first time about the controversial 2012 events; his regrets, the so-called media “misrepresentation”, dealing with Kid Cudi, and what he’s learned after coordinating his first national festival.
What inspired you to become a festival promoter in the first place, Patrick?
Festivals are great fun and I wanted to bring some entertainment to my local area – which has never seen anything like this.I’m guessing that the 2010 event was a big learning experience. What did you learn?
Quite a lot: from visas, to how much fencing was required, to how to deal with on-the-spot problems. A substantial learning curve.Who funded Heatwave 2012?
Outside investment.Leading into your preparations for the 2012 event, were you concerned about whether or not the Australian market could support a national hip-hop festival like Heatwave?
I think if all the stars align, any genre of music can be supported. It’s always a risky business, and things need time to grow. We did go too big, too quick.It seems to me that the festival’s main point of differentiation is its low cost. The festival’s marketing reflects this, and I saw on the event Facebook that you even taunted rival festivals about this. How did you manage to keep costs so low?
We decided to put prices extremely low – the cost of, say, one concert act – to attract more people in. We took a risk keeping them low.Did the 2012 line-up reflect your particular musical tastes, or were you aiming to book a diverse group of bands to attract as many people as possible?
Hip-hop is obviously my fave genre, however I listen to a wide range of music. We booked a range of hip-hop – from mainstream to underground – to reach all bases.Tell me about how you were feeling ahead of the tour’s first show, in Adelaide. Did you have all your ducks in a row? Were you happy with how the event planning and set-up went?
Costs blew out substantially and we were having battles with council and police to keep the event going. This cost quite a bit of money and time, fighting something they should have supported. The camping festival [in SA] was a huge undertaking, and in hindsight, we would preferred to have concentrated solely on this [event], and had other national promoters taken the other states.At what point were you told that D12 had missed their flight?
D12 was an ongoing struggle to coordinate them here to Australia. There was a range of problems. We were desperately trying to negotiate them getting here for the Saturday [for the first weekend, at the SA camping event], or even the Sunday.What happened next? Did you have a contingency plan in place, or did you have to scramble to make new plans?
Just like most major festivals, an act sometimes does miss a few dates. We moved things around, of course.How many staff did you employ to assist with the festival?
It varied in each state. SA had well over 50 staff, and even more volunteers.You told me via email that the Sydney and Canberra shows were “awesome”. What worked with those two shows, as opposed to the rest of the tour?
Sydney ran well both nights, though minor problems occurred. The crowd was great for Sydney, aside from a guy running on stage and quickly being removed by our security guard.
For the full interview, visit Mess+Noise.