The festival bar has been set, and set high.
Longitude’s Dublin debut is perfectly timed and perfectly primed to strike fear into competing festival bookers. This will surely inspire a flurry of promotional activity around the other marquee names as they compete for the limited numbers of festival goers on this island. Nobody can attend everything so choices will have to be made, there will of course be some over lap. So far the power-brokers of old – Electric Picnic and Oxygen – have remained muted, seemingly caught in a bizarre rumour filled limbo. Oxygen may return this year after having a much needed sabbatical. Electric Picnic has lost some of its momentum of late, there was even talk that it wouldn’t go ahead this year but that has been dismissed. However, promotional activity has been nearly non-existent, the decision not to release early bird tickets this year has meant little to no build-up for the Stradbally event. Still it can count on its die hard contingent who will be in celebratory mood for the 10th edition and they will see dwindling numbers as a positive of sorts, even if promoters disagree.
Boutique off-shoots like Body & Soul are small and should still attract growing numbers. Forbidden Fruit stands in direct competition with Longitude as an urban non-camping festival. Other camping options such as Indiependence and Castlepalooza have benefited from Oxygen’s absence but they’ll have a tougher year in 2013.
The Summer schedule is already filled with big single slots. New promoters Harmonic have been plugging their Iveagh Garden’s triumvirate of shows with acts such as Grizzly Bear, Tallest Man on Earth and Beach House. The National have been named for the Marquee in Cork and tickets went on sale this morning. Bruce “The Boss” Springsteen initially announced three shows in Cork, Belfast and Limerick. These sold out immediately as the “ageing rockers” cohort were eager to see one of the best performers ever take to the stage and continue to defy the limitations of being a sexagenarian, no matter what exorbitant prices are being charged. In lieu of the take-up, his promoters Aiken put on two more dates in Nowlan Park in Kilkenny to round off the Irish leg of his “Wrecking Ball Tour”. So there are the individual shows and now, with the weekenders joining the fray, it promises to be a bumper Summer for music fans.
Back to Longitude. It’s a sibling of the UK festival Latitude, which has been running annually since 2006, this is the first time the event is being held in Ireland and the event is run by promoters MCD. It is being billed as “more than just a music festival” but with this line-up the music will do the selling of tickets. Whatever the “more” is will be announced shortly. Early Bird tickets are available from Monday March 4th at €130 for a weekend pass and €45 for a day pass. These prices will go up on April 7th to €150 for the weekend and €55 for a day pass. The festival is being held in Marley Park from Friday the 19th of July to Sunday the 21st.
Longitude have brought their headliners bill to the table first, so let the jostling for position begin. Those that are planning on staying at home this Summer have music and even the prospect of sun (predicted by some apparently infallible sage weatherman from New Zealand) to look forward to. Whatever about the sun, the music gods will shine on 53.2775° N, 6.2697° W in July.