Every October, Reykjavik rocks a little louder! 200 of the hottest bands from Iceland, Europe, the Americas and beyond get to perform in front of 10,000 people in one of coolest settings on Earth. Here’s the inside scoop from Egill Tómasson, in charge of Iceland Airwaves’ Production/Bookings, on what it takes to be one of the lucky bands that get to perform at Iceland Airwaves.
Q: Tell us a little bit about yourself and your role in Iceland Airwaves.
My name is Egill Tomasson and I’m 34 years old. I have been working for Iceland Airwaves for 11 years so this will be my 12th festival. I work on the production and bookings.
Q: What criteria do you use when going through an artist’s EPK?
We try too looking at the big picture and seeing if the band is export-ready. First, I listen to the recordings they have. If the band has a really poor quality recording of their songs, they are not very likely to make it to the next round unless their songs have a lot of honesty and passion. For me, a band needs to put a lot of thought into their EPKs - this is their selling point. So, I really look into where the bands are coming from and where they want to go.
I try to see live shows with all the bands I want to book, and if I can’t see them live I look them up on YouTube an check out their live performance there. Live performance is really important for us and we want the bands we book to be able to put on a kick ass show.
Q: How does an artist stand out in your eyes?
I want to get the feeling that the band is really on a mission and for them it is a matter of life and death. Honesty and passion is important if I can feel that in their music then it is more likely for me personally to book them. I want heart and soul in all music so I would say that is one of the key elements for me at least.
Q: Last year one of the Sonicbids bands booked was Nive Nielsen & The Deer Children. What are the key elements that made you pick that band to perform at the festival?
First of all she sounded really nice and has good songs. Her music is very personal and warm. She just fit perfectly into our criteria. She has put a lot of work into her EPK and the press kit gives a really clear picture of what you are booking.
Q: What are some common mistakes you see bands make when submitting their materials to you?
We get a lot of unfinished recordings and applications. Always try to present yourself with the final product or as close to the final product as possible. Often you get only one chance with the person you are contacting so use it well.
Q: How does Iceland Airwaves help selected artists have a successful festival gig and overall experience?
We try to be professional on all levels. The festival provides professional staff, front of house soundman – stage managers that run everything on time. We provide good quality PA´s and backline. Then we have a very good audience that we are very proud of as well. The Festival has been sold out for 6 years straight so we are always packed with people and that helps to make the shows even more intense.
Q: What are some things that both European and non-European bands need to be aware of when it comes to gigging in Iceland?
Bring your warm clothes with you even if you are playing Iceland in summer. We use 220v electricity and our hot water smells a bit weird.
Q: Why should bands, especially bands outside of Europe apply to perform at Iceland Airwaves 2011?
The bands that play the festival tend to get a lot of media coverage as we have all of the key music media/bloggers attending the festival. Also we get a lot of industry people attending the shows – labels, booking agents, festival bookers, managers, A&R. And the set up of the festival is really compact so you can cover many things in a night. The venues are all in just 2 – 5 minute walking distance from each other.
Don’t forget to submit to perform at this year’s Iceland Airwaves Festival. The deadline for submissions is June 10th. Submit here.
