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Talk | What Matters Now

Posted By : jeffrey infante | Posted : August 22, 2014

Let’s set aside arguments on poster font sizes or how your fandom must equate to cultural expression and take a moment to know what 7107 International Music Festival could be. Tina Herrera, Executive Producer of 7107IMF, chats with PLAYBOY to discuss the inner-workings of the first great music festival to jumpstart the year.


PB: Why choose Global Gateway Logistics City as a venue for #7107IMF?


TH: With more than 100 hectares of land it was the perfect canvas to start the 7107 International Music Festival.  Out of the hustle and bustle of the city, and in the midst of the Clark Development Corporation and Clark International Airport Corporation, we found it almost a necessity to conduct the festival outside of the metro to encourage tourism within the mainland, and to have enough room to conduct what we wanted to create. We also wanted to create an environment for people to travel to and remember. I mean, what’s more memorable than a road trip, right? Global Gateway Logistics City also has a big enough area for parking to avoid traffic.


The venue itself has everything we need, from a helpful and experienced developer to owners who know what they want.

I particularly fell in love with the site when I realized it was located in between two volcanoes– Mount Pinatubo and Mount Arayat. Our festival is right in front of Mount Arayat and I think we are the first festival in the world to have this beautiful volcano as our backdrop.

PB: How did you choose which artists to invite to the festival? What were the criteria?

TH: This is the fun part of creating a music festival. Curating the musical programming for each stage was one of the grandest parts of this project.  It’s easy to create a wish list but to execute and convince certain artists to come from oceans away and work around their schedules was tough.  We were fortunate to have artists very dedicated to our cause and interested in coming to the Philippines.  Red Hot Chili Peppers was a large milestone for us, and the others just came in easy after that.  We chose a legendary rock band to close out our first ever festival, and decided to slot in different genres to spice up the flavor for the weekend.  Empire of the Sun is a great upbeat group, and there’s Kendrick Lamar who just beat out Kanye West and Drake. Kaskade is one of the worlds’ top DJs, and so on.

PB: What are the challenges you faced in promoting the music festival? How are they being addressed?

TH: There are a lot of challenges preparing for an international event.Aside from getting the festival venue up to standard, we have to make sure it’s managed well. To ensure a world-class music festival, we hired a Festival Management Team from Los Angeles California to support, guide and execute respective programs. Our production team has done projects for the Super Bowl Half Time Show, the Oscars, the Grammy’s, Long Beach Grand Prix, The Electric Daisy Carnival, Coachella, Ultra Music Festival Miami, Nocturnal-Beyond-White Wonderland, Lollapalooza, and Tomorrow World.


We are also thrilled to have Department of Tourism express their heartfelt support to 7107 International Music Festival.


Global Media Outlets started reaching out to support us including MTV Asia, VH1 India and also received pickups on global website like Buzznet.com, allowing us to promote the festival to a global audience. Since we have opened up ticket sales, we have sold to music lovers from Pakistan, Norway, Indonesia, Germany, China, Canada, Australia, United States, Thailand, Taiwan, Singapore, Spain, Qatar, India, United Kingdom, Korea and Hong Kong. Likewise the festival has booked out all the rooms of seven hotels in Clark so we are thrilled to be boosting local tourism.

PB: How will 7107 propel local acts to the international music scene, and if they haven’t been yet?

TH: It has been my personal mission to promote the Philippines-the islands, its talent, its culture, its fashion and its music—throughout the world. I am thrilled that 7107 International Music Festival will serve as a unique platform for our local artists to shine side by side with legendary performers.Through this International Music Festival platform, we will be able to push our local talent on to the world stage and open up avenues for local artists to collaborate with international artists and DJs that will further push their music to a global audience.


We are also hoping this International Music Festival platform would give our local artists the inspiration, confidence and the push they need to perform in other countries and in other festivals around the world. With new opportunities, insight, new audience we are sure this will result in bigger recording contracts. They deserve to shine.

For festival updates and tickets, head to www.7107imf.com or http://www.flavorus.com/event/7107-IMF/208209

Photo credit: Sean Armenta


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