Eugene is home to various music performances throughout the year. From WOW Hall to Monster House, anybody can feel the rhythm of the “E.” With multiple events happening term after term, have you ever wondered what goes into creating these iconic shows? Adam Zacks, an alumnus of the University of Oregon, may have a clue.
Zacks’ journey in the music industry began long before his role as a prominent concert promoter. Starting in 1991 as a freshman at the UO, he immersed himself in the local scene– designing concert posters, volunteering at WOW Hall, and reaching out to CD stores about upcoming bands. In sophomore year, he became the national music coordinator for the EMU Cultural Forum, booking his first major show in the EMU ballroom starring Public Enemy and Rage Against the Machine. Fast forward to today, Zacks is the Chief Programming Officer at the Seattle Theatre Group, and started multiple festivals in the Seattle area, such as the Thing Festival and Sasquatch.
Poster for Public Enemy Concert in the EMU on November 6th, 1992.
Festival Production: A Bigger Scale, More Challenges
As the creator of two Seattle area festivals, Zacks has cracked how he goes about producing an event. The shift from campus events to festival production is like no other.
When asked how festival preparation differs from small shows, Zacks forecasts a major stressor, “There are just so many more things that can go wrong because there are so many different people involved... it’s much more stressful because so many things are outside of your control.”
A challenge, especially with remote locations like The Gorge for Sasquatch, is managing the logistics for bands traveling far. But, the fundamentals are still the same. “You still have to ticket it and market it and throw up sound and lights– but on a bigger scale,” Zacks says.
The Heart of a Festival: Why does your festival exist?
Creating a festival starts with a clear idea. Zacks’ concept starts with: Why does this festival need to exist? “What are you trying to offer the world with this event?” he asks. “Are you trying to influence culture?” Are you trying to highlight emerging artists?”
Zacks believes that the festivals that make their mark offer something unique to the music world. “I'm much more interested in events that have… at least attempt to move the culture in whatever direction you feel like it should be moved,” Zacks explains.
The Art of Curation: A Balanced Recipe
When curating a lineup, Zacks takes inspiration from many sources, including STG team favorites, the local scene, and key outlets like KEXP. Zacks comments, “It’s kind of like making a soup. You throw in the ingredients that you know you want, but then you have to step back and ask, *What’s missing? Does it feel right?*”
Finding your event's music is more than booking by top hits or Spotify listeners. Festivals are expensive to put on – leaving constant pressure to book major headliners. “It can’t just be [about booking by metrics], or it just feels hollow,” Zacks said. Rather than overanalyze the metrics, focus on making an experience that will resonate with attendees and artists. The balance between artistry and commerce is something every festival producer has to navigate.
Advice for students: Don’t wait on opportunities, create them.
For any Ducks with aspirations to enter the music industry, Zacks’ straightforward stance is to create your opportunity.
“If all you can do is book a house concert, then do it. Pour your energy into it and make it the best you can.” Zacks advises to not wait. Start small, but start now. This do-it-yourself attitude is crucial at the beginning of your career.
"You can grow from a do-it-yourself operation into something more and sort of achieve your dreams that way, rather than waiting around for someone to recognize your brilliance and give you the opportunity."
Dream Engagements
Having worked with some of the biggest names in music, such as REM, Beastie Boys, Bjork, and Kendrick Lamar, Zacks has had his fair share of bookings he’s proud of. But there are a few dream acts that stick out: "Radiohead is at the top of that list,” he says. “I don’t know if Led Zeppelin’s gonna get back together, but that would certainly have to be up there.”
Artists on Zacks’ Radar
Though Zacks is proud of the talent he’s booked, he’s always looking to introduce fresh artists. “MJ Lenderman’s album was probably my most played last year,” he says. He also mentions up-and-coming artists like Sam Evian and Doechii, who he believes are “poised to break out and be huge.”
Poster for Sasquatch Festival Lineup for May 24-27, 2013.