2011: Romania goes concert crazy

Slowly but surely, Romania is building itself a name on the international concert scene thanks in part to its enthusiastic audiences. The market is growing by an estimated EUR 1 million a year, festivals are being held and tourists attracted to them, venues are being built and renovated and new players are emerging. So let them entertain you, as this is a market that, in spite of the crisis, has potential for development within and beyond the country’s borders.

Corina Dumitrescu

It all started in 2006 with the Depeche Mode concert that brought over 30,000 to the national stadium Lia Manoliu, prior to its renovation. Major names had graced Romania before, but most of them were past their peak, believed most music fans. One exception was Michael Jackson, who came to Bucharest twice in 1992 and 1996, during the golden years of his career – but this was a rarity. How things have changed. Since 2006, the Rolling Stones, AC/DC, Nelly Furtado, The Killers, Shakira, Kylie Minogue, Metallica, Lenny Kravitz, Bob Dylan and Madonna, among many others, have performed locally. And always in front of very large and responsive audiences, which has persuaded some, such as Metallica, to keep returning.

 

Stage set for superstars

This year’s concert list already features some big names and is a work in progress. Bon Jovi were one of the first mooted artists, and their show was confirmed for July 10, in Piata Constitutiei (Constitution Square) – regarded as a top spot for concert organizers, since it is in front of one of the most famous buildings in the world, the People’s House (The Palace of the Parliament, to use its official name). This location attracted an estimated 60,000 rockers last year to the AC/DC concert. Shakira will also perform here on May 7, Romania’s own pan flute virtuoso, Damian Draghici, together with special guest, violinist Nigel Kennedy, on May 8 and Sting on June 6.

Other big names lined up for this year include Mika, as part of B’estfest, on July 2, at B’estfest park. Hard rock fans have to rejoice as Judas Priest have included Bucharest in their farewell tour, as part of the Rock the City festival, organized by D&D East Entertainment, at Romexpo, on July 1, 2 and 3. Whitesnake, Mike and the Mechanics and Prodigy, among others, will join them at the festival.

Bucharest is not the only destination for artists coming to Romania. DJ Moby is returning to the country in August, as part of The Mission Dance Weekend taking place in seaside hotspot, Navodari, on August 5 and 6. Peninsula, in Targu Mures, will reach its ninth run this year, on August 25-28, and is preparing its own line-up to compete with the festivals organized in the capital city. In the past, the likes of Freestylers, Gogol Bordello, Kosheen, The Rasmus, Ferry Corsten, Pendulum, Tiesto, ATB, Parov Stelar, Apocalyptica, Goldie, Morcheeba, Chumbawamba and Prodigy have all pitched up. And Stufstock, a countercultural festival held in the bohemian Vama Veche, will take place in August this year, as is tradition. Romania is now regarded as a notable concert location, due to its openness to both mainstream and alternative or niche musical genres.

B’estfest is an alternative music festival that emerged in 2007 with a different name, B’estival. Over its previous three editions, the festival managed to gather around 150,000 spectators, according to Laura Coroianu, Emagic CEO. Due to the lack of a larger open-air venue than Romexpo, where it was initially organized, the festival took a year’s break in 2010, to return this year with a green location, B’estfest Park, just a few kilometers outside Bucharest, in Tunari. The new site aims to put B’estfest onto the international festival scene and will feature, besides its three stages, a camp site, a sports arena, a lake lounge area, arts and crafts and various food sections. Besides Mika, Skunk Anansie, Flogging Molly, Asian Dub Foundation, Lamb, Pendulum, House of Pain and Hadouken have so far been announced, with other names likely to join the line-up.

Jazz and classical music also have a faithful local audience for concerts. Draghici and Kennedy will blend the two genres on May 8, as mentioned above. Meanwhile, EUROPAfest 2011 (which turns 18 this year) will unite over 300 musicians from 45 countries, showcasing jazz, blues, pop and classical at various locations across Bucharest. It will take place for a week, May 7-13, and will also feature major music contests, such as the fifth Bucharest International Jazz Competition.

 

Music makes millions

“The estimated value of the concert market this year is EUR 10-12 million, with a yearly growth of about EUR 1 million since 2006, when it began to develop in Romania,” says Sorina Burlacu, Events general manager. The company also expects a little growth this year: “We are hoping for a slight increase against last year, as we are putting more focus on quality events, rather than large-scale concerts, but which are sure to bring profit. For larger events, the financial risks are much higher.”

Burlacu predicts that the concert that will be most profitable for the company this year is Amy Winehouse’s much anticipated appearance, on August 15 at Iolanda Balas Soter stadium. “We’re expecting a crowd of around 15,000 at this concert. Of all our events, it has the largest production budget.” Coroianu said that the budget for the new B’estfest, developed in its very own green location this year, has tripled. She did not specify the figure, but said it would come out later this year. The Events general manager also spoke about the Lia Manoliu stadium, which is scheduled to be inaugurated later this summer, and the potential for growth in the concert market that it generates.

“Although the number of bands or artists who could fill the Lia Manoliu stadium in the current context is rather small (factoring in purchasing power in Romania and the public’s openness towards such events), these artists are the most eagerly awaited by Romanian fans.”

D&D East Entertainment promised, through Marcel Avram, that it would bring the first artist to perform at the newly renovated stadium. At a press conference announcing the Rock the City festival, he also denied U2 would inaugurate the

venue.

As is the case with any competitive business, there has been tension between rival promoters. Marcel Avram, a German producer and manager of Romanian origins, who twice brought Michael Jackson to Romania and signs up international artists for D&D East Entertainment, drew attention to the fact that the festival organized by Emagic, B’estfest, and Rock the City will occur simultaneously. He commented that it was not fair play from Emagic to organize the festival on the days already announced for Whitesnake and Judas Priest, before they were integrated in the Rock the City festival.

Responding to Avram’s statements, Emagic officials said that when the dates for B’estfest were set, Whitesnake and Judas Priest were not included in a festival and were stand-alone concerts.

The fair-play accusations were turned against the Rock the City organizers, who scheduled the festival for the same period as B’estfest, months after B’estfest had been announced, said Emagic CEO Laura Coroianu. However, B’estfest and Rock the City are aimed at different audiences, with Rock the City addressing hard rock lovers and B’estfest being more alternative music oriented.

Even though it is still the first half of 2011, announcements are already being made for 2012. Rumors have been circulating of a Pink Floyd concert next year, organized by D&D East Entertainment, who also announced, through Avram, that it would bring U2 in 2012. Red Hot Chili Peppers have also appeared on organizers’ promise list for the year to come.  Who will be rocking Romania next year remains to be seen – but until then, there are plenty of artists en route.

 

Bucharest’s 2011 major concert calendar:

Shakira

When: May 7

Where: Piata Constitutiei

Tickets: RON 120, RON 180, RON 280, RON 380

Organizer: Emagic

 

Damian Draghici and Nigel Kennedy

When: May 8

Where: Piata Constitutiei

Tickets: RON 80, RON 120, RON 160, RON 190

www.eventim.ro

Organizer: Bright Light Foundation

 

Inna

When: May 17

Where: Arenele Romane

Tickets: RON 80 – www.eventim.ro

Organizer: FHM Music

 

Roxette

When: May 30

Where: Zone Arena

Tickets: RON 120, RON 250, RON 350

www.biletoo.ro

Organizer: Emagic

 

Suede

When: June 4

Where: Arenele Romane

Tickets: RON 130, RON 160, RON 180

www.eventim.ro

Organizer: One Event

 

Sting

When: June 6

Where: Piata Constitutiei

Tickets: RON 395, RON 295, RON 195, RON 135

www.myticket.ro

Organizer: Emagic

 

Scorpions

When: June 9

Where: Zone Arena

Tickets: RON 128, RON 190, RON 265, RON 350

www.biletoo.ro

Organizer: Project Events

 

Tiesto

When: June 18

Where: Arenele Romane

Tickets: RON 50 – www.bilete.ro

Organizer: The Mission

 

Zucchero

When: June 21

Where: Arenele Romane

Tickets: RON 100, RON 150, RON 200, RON 250

www.biletoo.ro

Organizer: Project Events

 

B’estfest festival

Who: Mika, Skunk Anansie, Flogging Molly, Asian Dub Foundation, Lamb, Pendulum, House of Pain and Hadouken

When: July 1, 2, 3

Where: B’estfest Park, Pipera-Tunari area (10 minutes from Piata Presei Libere)

Tickets: RON 125/day, RON 265/festival, RON 15/ camping access

www.myticket.ro

Organizer: Emagic

 

Rock the City festival

Who: Judas Priest, Mike and The Mechanics, Whitesnake, Prodigy, Papa Roach, Hatebreed, Therapy, Sabaton and Boom

When: July 1,2, 3

Where: Romexpo

Tickets: RON 155/day (Normal Circle), RON 230/full pass ((Normal Circle), and RON 185/day (Golden Circle), RON 280 ((Golden Circle)

www.eventim.ro

Organizer: D&D East Entertainment

 

Bon Jovi

When: July 10

Where: Piata Constitutiei

Tickets: RON 159.8, RON 186.4, RON 372.8, RON 479.3

www.eventim.ro

Organizer: D&D East Entertainment

Amy Winehouse

When: August 15

Where: Iolanda Balas Soter stadium

Tickets: RON 130, RON 180, RON 270, RON 350, RON 600

www.eventim.ro

Organizer: Events

 

Bryan Ferry

When: September 18

Where: to be decided

Tickets: to be decided

Organizer: One Event

 

For more information on these events, please access www.business-review.ro/city.

Photo by Alex Barbulescu, courtesy of Emagic.

 

corina.dumitrescu@business-review.ro