Reality Music - Israel

I was fortunate enough to be invited to Israel in September by the Schusterman Foundation as part of the Reality Israel program. After selling their Oklahoma energy company for many billions they pledged to give back by running trips to the homeland for jews and others to promote the Israeli cause.  The aims were to learn about Judism, promote the Zionist agenda and provide networking opportunities within different industries. After filling out a number of essays and a short piece to camera I was selected with 50 other music professionals and flights from NZ were booked for a week in mid September.

A transiting stop in Germany on the way was fitting as I transferred to Berlin for the week. It was some way to understand and tie some of the abhorrent 20^th century history together. I arrived at the beach front Carlton Hotel in Tel Aviv on the 4 hour flight from Europe, one of the limited way to enter the Holy Land, given the border are closed off on all sides. I awoke to a stunning view down the beach, comparisons to Barcelona, Miami and the Gold Coast sprung to mind. After picking the US group up from the airport we were soon on a bus to a dusty outcrop to perform our first team building exercise – herding goats.  This gave us a chance to bond and also begin working in a team environment.

The first meal was to set the scene for the rest of the trip. First an entree of hummus, tomato, eggplant, fresh pita breads washed down with a sweet lemonade. Then generally followed by more char grilled veges, chick and lamb kebabs. And always finished with desert – sweet pastries, rich chocolate brownie followed by sweet tea or coffee. Vick Christina Tapa’s was a highlight we were presented by a panel of leading Israeli tech entreprenuers, following a morning touring radio stations and hearing about the local music industry trends.

We had some free time and I joined a group of lads to learn Krag Magra Israeli self defence. It was a bit like rugby training as we wrestled and sweated in the late summer heat, before I joined Gab for a swim in the warm Med.  Gab was a musician with Cobra Starship and now managed pop punk bands. There were some very talented musicians attending, along with artist managers, label execs, song writers and just two promoters - the other one Justin organising the Washington wine festival - Vinofest.

After two nights in Tel Aviv we visited Jaffa the old port town at the south of the city. Soon we were on a boat up the coast to the Mediterranean coast where we learnt about leadership.  I was a Moses – a visionary leader who needed the operational support of Jacob and the spirit of Miriam to complete the task at hand. Our leadership was actued out on a raft race on the beach, working together to solve a problem and being to learn more about others

After an early start back on the bus we visited a Kibbutz – a shared communal working village and business. It reminded me of an old peoples home or a University dorm with 1960's decor and fittings. Not for me! On the bus north we drove to the Golan Heights and a spooky afternoon on the border amongst the ruins of an old army barracks. We heard a bomb go off near us on the border which startled the group and set a number of emotional discussions in process.

We enjoyed another divine meal at the Assada winery before a late night bus ride into Jerusalem to the strains of jewish rapper Matisyahu.  

Matisyahu - Jerusalem

I woke to a Mediterranean breakfast on the deck when a crow settled on the balcony. It had a real Game of Thrones vibe as I prepared for busy day in this spiritual homeland. We shared a song of 'Lean on Me' before we entered the Old City. It's limestone walls beaming in the hot desert sun. We First stop was the Church of the Hole Specultre. We learn that Jesus has been crucified on the hill top before being laid to rest on a and entombed for days before he rose up from the ashes. On to the Western Wall for a look before we were interrupted by a Barmitzvah. Another lavish Armernian Feast and we met some local festival and concert promoters. They talked about some of the struggles of getting artist's into the region around the Boycott (BDS) movement.

That afternoon we visited Yad Vashem – the $100m Jewish memorial buried deep in the rock. The trees grew including one by Schindler which had grown into two trunks. No camera’s allowed as we deep into the depths of the museum, all part of the emotive 2 hour journey. We watched a short video about life pre World War 2, smiling faces dancing in the snow and villages to unique Jewish customs. We learnt about the rise of Nazism and the marginalizing of Jewish life, condemned many to the slums and ghettos.  A make shift ghetto area was terrifying, showing where families starved to death. Finally we were greeted by the Hall of Nations – a humbling monument with 6 millions names on record. Before finally coming into the sun and views over Jerusalem.  The guide told us of the 10 beauties of the world 9 are in Israel. The last is the world itself.  It was a moving view onto the green hills below.

It was one of the more moving and confronting days but there was no stopping as we were onto the markets for dinner before strolling through the city to the Tower of David for the Sacred Music Festival – another Schusterman initiative.  This was the crux of the trip to have so many music professionals experiencing this event.  It was mainly world music artists performing in a majestic historical site.  We were encouraged to stay up until sunrise and I made it until about 6.30 before heading home. 

Friday was Shabbat and a busy day checking out the old city including the site of the last supper and King David’s tomb. Shabbat is like Christmas every day families come together to celebrate the week through gratitude and. Candles are lit, bread is broken and wine is consumed. This continues all Saturday til regular life resumes.  We celebrated at Western Wall where I left a note for my family. I was able to think of Helen McAlpine on the passing of her death. A Shabbat dinner took place that night where we were able to hear Mrs Schusterman speak about her vision for Reality Music.

It was sad to leave Jerusalem as I felt such a connection to the city. Probably not the first person... but I was not leaving on a camel like thousands before me!  On to Dead Sea which was around 45 mins drive from Jerusalem towards the Jordanian border.  The salty brine was like olive oil - greasy in our hands and stinging cuts and our mouth. The hot sun beat down and I had to skip quickly across the burning sand. Onwards along the lake (sea) front towards majestic Masada - the famous fort on the hill over looking the Dead Sea. We caught the gondala up to the ancient city where 2000 jews committed suicide before Romans stormed the building. This was followed by a food truck lunch in the desert before more frolicking in the dunes.

Dead Sea - The Lumineers

It was a shame not to stay longer at the countries premier hotel - the Beresheet Hotel - over looking the world biggest crater. We didn't check in until 7pm and at 8pm we were whisked away to the final dinner - out in crater nonetheless.  It was here we experienced a spectacular closing party. Dave one of the more quiet shy guys got up and jammed his song. Illsy sung her hit song 'Headlights'. I played Romeo and Juliet before Pharrell's team DJ'd the night away with the latest and greatest hip hop cuts.  It was an emotional night as everyone finally bonded and it was a fitting way to cap off a memorable week.

Headlights - Robin Schultz feat. Illsey

The final day took us back to Tel Aviv via the Gaza border. We learnt about the conflict, the fear the locals live in and the resilient creative community in light of the offensive campaigns by the Israeli Defence Force, as recent as summer 2014. Many have 15 seconds to find shelter before rockets may land on there house. The thought was terrifying. The final lunch was cooked by Israeli master chef winner as we the savoured the finest Isralie wine, hummus and roasted veges. Before lunch I did the haka to the group. It was something I had performed in my break out group and after buzzing them out they encouraged me to man up and teach the group. It was going to be difficult to teach them all so I had them all stomping their feet in time while I did my best Richie McCaw impression.  It was a bit sloppy but I gave it 100% and thats all you can ask for.  It was soon on the road to the airport. There were many tears back as we said good bye and capped off a memorable week.

My main outtakes of the trip were my attachment and bewilderment with Jerusalem. An appreciation and understanding of the Holocaust. And a stack of new contacts and inspiration for the industry. Some of my favourite people were a music supervisor Andrew who lives in his car on the Pacific NorthEast coast. Sean the songwriter who writes songs for Demi Lovato. Ilsye who performs with Robin Schultz. Managers of Shakira and Pharrell. Scooter Braun’s right hand woman .  The New York food bloggers Molly and Lindsay, who had no place being there except being friends with one of the co-ordinators, but added fantastic millennial value to the diverse group.

Looking back the schedule was a bit out of wack.  It was so tight no time for sleeping or for catching up on work. We had been warned before we arrived. As soon as we got off the plane we were non stop for a whole week. It also felt a bit back to front sometime. Would have been good to be at Gaza at the start of the trip to try and process that.  Then perhaps more social aspects at the end and even a night or two in the same hotel where we could settle in and enjoy each other's company.

I gathered an appreciation and understanding of the cause of the Middle East conflict and the issues surrounding it. Gaza is a mess with tunnels in and out of the region supplying the Hammas with deadly weapons and rockets used to harm the Israelis.  The Syrian border protects many in the Golan Heights from the brutal civil war happening just miles away.  I only really got one side of the perspective and I look forward to meeting with Palestinians in future and continuing to be part of the debate and conversation around the middle east conflict.

And finally a love of Tel Aviv. I only really got a taste of this seductive, seaside city. I enjoyed my final day on Dizengoff road shopping and sitting writing my diary.  It was hard not to think about the potential for terrorist attack. Over all Israeli's were very friendly and outgoing. A lot like antipodeans - well travelled, inquisitive and living for the moment. I would have loved to extend my trip but it was going to be too hard to change my flights. I was soon on the way back to the airport for the long ride home.  I had tears in my eyes re reading my diary about the Holocaust museum and time in Jersualem on the 4 hour flight to Frankfurt. I was laughing about the bus rides shenanigans and late nights out on the 14 hour journey back to Singapore. And I was content and happy heading home to Auckland with a head full of history and a heart full of inspiration, friendship and tokens for my journey ahead.

Shabbat Shalom x

The Leap - Entrepreneur Conferenece

This month I was asked to speak at the Leap - NZ's newest Entreprenuers conference.  My topic was 'Sharing the Dream' and I was asked to speak for 20 minutes to close the festival.

Intro

Thanks to Robett for having me. Yes I’m from Rhythm and Vines and we are about to sell out our 14^th festival next month.

I’m here to speak to you about sharing your dream. Now I know some of you have already your own dreams - both in startup phase and others in full development running at various levels. I also want to speak to those who have that idea bottle up inside them. I’m going to tell you some stories about my journey to encourage you to share your dream, get it out there for the world to see, include others to help build it and keep it sustainable. I will start by telling you a bit about my journey from finding a dream, getting it off the ground and continuing to share to this very day.

Our Dream

Now granted our idea was a big one and continues to be. We wanted to get the networks of friends from around NZ together to celebrate the new year.  In 2003 there wasn’t much happening in the way of NYE concerts so we decided to do it ourselves.  To get a number of people for a party in a vineyard of course you have so share it and that is what promoting is all about.  But I wouldn’t be here today if I hadn’t shared my dream, bought others on board and stood back at times to build a business and brand that is still relevant today.

Tom sharing the dream

The first time sharing the idea was via my friend Tom telling me his idea for a New Years Eve party.  Let’s get a few mates together for an end of year piss up by the beach. He may have been drunk but he got it out there none the less. Next I picked up that idea and ran with it. I had done a little bit of promoting for my band around Dunedin and was excited by the prospect, and of building my skillset towards a job in the music industry. So we went down to Gardies and discussed the ideas. Where would we have it? How could we promote it? Let’s get $100 in a hat and see where it goes.

Next we shared it with my flat mate Andrew.  I had seen a photo on the wall of his parent’s amphitheatre in Gisborne. Next thing we were walking around the pub with the photo sharing our vision with our mates. Would you come to Gisborne for NYE? This sharing provided valuable feedback and motivation to continue building our dream.

Dean Witters

Soon we were sharing our idea with Andrew’s Dad. We wrote a letter to him about having the event. He flew us up to Gisborne and it was a bit like the dragon’s den standing in front of him pitching our plan. It would be called Rhythm and Vines and the Black Seeds would headline. We decided to go 50/50 in the concept and he would provide some start up capital to get off the ground. He helped us write a mission statement about what we were trying to achieve one that is still relevant today.

University

We went back to university and shared our dream around campus. Black Seeds, DJ Soane (Rip) at a vineyard location in Gisborne. We shared our vision – road trip, sunshine, music, camping – one that continues today.  We put up poster and handed out flyer while people were studying at the library. Given it was pre facebook we had a unique marketing technique where we invited all our friends to the pub. Rugby players, pretty girls, Southland boys, Auckanders and we stood up and shared and sold them the dream over a few crates of Speights.

Gisborne

Tom and I realised we weren’t going to be able to do it all so we got 7 of our mates up to Gisborne and had a house on the beach. It was so important to share the load. Tom and I had limited experience with any event this big. But we soon had my sister handing out flyers, our mates, friends doing the design. Others helped paint the stage, stock the bars and mow the venue lawns. Others cook BBQ back stage and hosted the artists. That year we hosted 1800 under the bright blue Gisborne sky.

Losing money

We lost $20k that first year due to a number of mistakes – using cash on the bar, no one on the gate taking tickets, and exhorbitant venue hire arrangement. We sat down with Mr Witters and he put together a plan for the following year. Tom and I had to work again on the festival from next to know income.

To see someone in control of our dream was tough. We got told this was what was going to happen. Tom got disallusioned and did a runner to London. But I was young and naïve, and passionate about the opportunity to build something and I stuck around. I want to see where my idea could go and having shared it now with a few partners and a few thousand kiwis. Soon enough we had others sharing our idea. It felt like the next year everyone came back with a friend or two and soon we went from 5000 people to 10000 and the Rhythm and Vines festival was born.

BW Campgrounds.

Andrew my friend had the foresight to start up the BW campgrounds with local lad Toby Burrows. After a few years we were beginning to compete for the same patrons – offering accommodation and entertainment on Gisborne over new years - so we merged. We began to sell tickets together, marketing spend together, share finances, teams experience. They provided capital a few years when the times were tough. They came on our board and together we began a bigger better, more sustainable Rhythm and Vines and week of festivities in Gisborne.

It was hard to pass on my dream. Tom had left. But the vision was bigger than just me and I’ve always thought I was just one part in the cog of it all. By now I had a 30% stake so others were invested in the concept, both in risk and reward. I didn’t try and do everything my business partners were better at different areas of the business. I focused on the brand marketing and program aspects while they focused on the event management, ticketing, camping and all the many numbers of the event. Having new people on the team meant we were able to share the work load, the experience and the dream.

It was around this time 5 years on we realised our vision was tired. We were getting by the kiwi bands and needed to expand our concept. It was here I shared my vision with a UK festival contractor.  I met him in London and he had been a big part of Glastonbury and Exit festivals. He was able to come on board and help us achieve our goals and next phase of our growth. It was again hard passing over the keys to my dream.  But it was now his dream as well and he worked hard establishing touring routes with Australia partners, secured media partners and established the three day camping model that exists today.

As a result we got the festival we wanted. But we were in serious debt. Budgets blew out in a number of areas – artists, production, security. Charter flights and visas for international acts. Buy this time me and my partners were able to take over and continue to build a local team. We had around 8 staff over the next few years. Marketing, Accounts, Event Management, Programming. They were all helping work towards our dream. A world class festival experience right here in NZ. They had accountability in a number of areas from what bands we booked through to what beers we stocked. A big business you need to trust and invest in people.

Pride

Soon we had up to 8 staff all passionate and engaged in our dream. The other thing is people take pride. They become their own sales team for you they push the dream forward. They source opportunities for you and bring it to the team. They are walking talking billboards for your dream. By delegating you get to learn too. Bringing on industry experts and surround yourself with experts.

What if you don’t share?

I look at some of my competitors stressing our each yeah and overloading with responsibilities. They have kept their dream. People become greedy. Their ideas get stale. They hold on to the same team year in year out. They book the same acts. They more inclusive than what we have been. They stress. They live and die by the results of this inclusion but they haven’t shared at all and as a result we have been able to surge ahead.

Doesn’t always work

Sharing your dream doesn’t always work. We have had a different marketing manager every year and I spend a lot of time with them on the vision. I have invested time in many man people sharing for and caring for it to be thrown out and start again. The investment doesn’t always pay off.  Many of our young staff get a head of themselves. We have an active and engaged social media following and people feel the power of being involved in a popular lifestyle brand.  People think they are the brand. Sometimes we come across entitlement.. We call it wearing the ring as ego and entitlement kicks in. Had to have a few hard words with staff over the years to give the ring back!

Well poisoners.

Beware of well poisoners and those that don’t share your dream. I remember some of my best friends when we were getting our dream off the ground. They didn’t support the event. Some still don’t. Other’s try and steal the dream.  I have had staff try and change the concept, brand and ethos of this dream for their own gains. Others misrepresent themselves. With any big dream there are lots of moving parts and it your role as founders to keep the dream intact, share it and to steer it. We have had a staff that undermine the dream and have needed to be pulled back into line by the rest of the team and realise that no one is bigger the brand business and dream.

To much sharing!

As a result of this big team we had driving towards and achieving our dreams we got to big. We got offered lots of opportunities.  We set up another festival. Given we had a full time events team we started taking on other projects to feed the beast.  We even ran a manpower tour! Things started to go astray so we have come back to our original dream and trying to keep things simple again.

Back to earth

We have bought things back to earth. Kept it simple. I had my good mate Kyle back on board as my right hand man. And Kieran one of our hires who has experience for Live Nation one of the bigger promoters around the world. He has no ego and is a great believer in the dream. I trust them and they fight for the dream every day.

Selling out.

As we near our current position we are about to sell a share of the business to a bigger entertainment entity / investor. Things are back on track and there could be the opportunity to keep things the way they are. My biggest driver is keeping R&V sustainable and continue to entertain young kiwis year in and year out. But if we don’t partner up we are concerned about competition coming into the market. We also want to look at opportunities for growth. Both in this market and off shore. So again we are sharing our vision. There will be challenges and we may again start to get pulled in different directions. It will be my role as founder and the experience I have to help keep the dream on track.

So I hope you got some insights into my journey for sharing my dream. I continue to lead my team and others towards our dream.  I encourage you to be open for opportunities. Inspire others towards YOUR dream. Surround yourself with experts. Get their buy in. Be aware of those trying to undermine or steal your dream. But over all get it out there for the world to enjoy.

And as Winston Churchill said:

Never Ever Ever give up.

What do you do all year?

I often get asked what do you do all year?  Surely it doesn't take all year to organise a festival? And what do you do in the middle of winter when the event is so far away? How come you get to travel so much and not always locked down at one office?

Its the start of the week and currently I am writing this blog in Napier. It has been a long weekend so I was able to book cheap flights on the Sunday and come down for a few days. Shortly I have a skype with the company that did the hologram for Tupac at Coachella. My day is often full of this kind of general hustle. Just potential contacts about some things that could add to the festival experience. Be it putting in zipline's at R&V, the use of Virtual Reality in our marketing, or a meeting at AUT about using their interns later in the year. Try and flesh out a few leads all the time and then see what may eventuate.

Shortly I will get back to my daily role or day job which is booking the bands for R&V. It seems my busiest time of the year for me is April - August. I'm in regular contact with our Australian festival partners as we all need to work together to liase our line ups. I normally get a call the second week of January to start putting in some offers. It is generally to early for us as we are still wrapping up but its good to start thinking already about who could perform. Although there is a little bit of chat in February and March it seems to be more April when things kick off.  I was able to have a bit of time in the US over this down period both for work and play, attending SXSW in Austin, a friends wedding in Utah and a bit of downtime in LA pre Coachella.

It felt like the week post Coachella in mid April that the booking season had begun as emails and phone calls bounced around about potential acts to tour over the new years period. This continues into May as online research is done into what acts work well, who is playing where and when, and offers are constructed to fit tour date requirements.  These detailed offers include the staging times, financial fee, travel and accom details, backline, press requirements etc.

June is often a holding pattern for the program role. Lots of our offers are out there, in fact if they all come in we will be over budget. Given we deal with lots of UK agents we are often waiting for answers as the summer festival season begins. The comms normally go quiet mid to late June around Glastonbury or Ibiza opening when it seems all the industry - agents, artists, managers - meet up for a few pints of Red Stripe in a muddy field somewhere and probably make some decisions about the rest of the year.  Sure enough the emails soon start rolling in again - wanting more money, dates, pitching more acts and trying to close deals.

This routine of push and pull and debating negotiating keeps up until August when we launch. Often we are waiting until the last minute to sign off the deals.  This is frustrating for the marketing team who have different versions of the poster and press release ready to go up until the night before we launch. Some agents are known to drag things right out until launch, then request more money at the end of the process. I'm sure they have a calendar on the wall of launch dates and push us right to the limit.

Given I'm in the Hawkes Bay I don't have any catch up meetings today. But generally I'm trying to fit in at least one or two coffee catch ups a day. It is an important part of my job getting out and about. This is generally sponsor meetings, musicians, media, friends or even foes. These catch ups can be invaluable to for getting feedback or industry advice. And just being seen and keeping your event relevant. We are trying to run the biggest party in NZ so need to be visible. I highly recommend networking and having contact with as many different people both professionally and socially as possible.

Tomorrow in Napier though I am meeting up with an event manager that helps us with our side event 'Road to Rhythm' side show. We are looking at a new venue for the 28th of Dec event. I will also give a presentation to the Eastern Institute of Technology to the young music students. It is great to be able to give back to the region and try and inspire a new generation of music professionals.

Then back to Auckland tomorrow and continue the hustle! 14 years and counting so we must be doing something right!