Renate Roca-Rozenberg (Electric Castle): Our popularity springs from our authenticity

Just one week before the start of the highly anticipated 5-day event, Business Review sat down with Renate Roca-Rozenberg, PR Manager at Electric Castle, to talk about the 2023 edition of the aptly named “festival of gumboots” in Bonțida, Cluj County.

Regarding the 2023 edition of Electric Castle Festival, what exciting new features or experiences can attendees expect compared to previous years? How does this edition aim to surpass the high expectations set by the festival’s legacy?

Those coming for their 3d, 4^th or 9^th edition of Electric Castle will discover that we never cease to surprise them. The charm of Electric Castle lies in its transformative nature; while its spirit remains constant, the visage is perpetually evolving. For those experiencing the festival for the first time, we encourage a daring spirit of exploration. A fresh generation is on the cusp, eager to sample the flavors of a genuine festival experience, and we stand ready to welcome them.

Among the 12 stages, two are making their debut, and we take great pride in the lineup we’ve curated for this edition—mature, eclectic, brimming with talent and inspiration. If you’re among the fortunate 20,000 residents of the EC Village, you have the privilege of diving headfirst into the activities, enlightening talks, gastronomic delights, and recreational amusements we’ve thoughtfully orchestrated.

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Electric Castle Festival has gained significant popularity over the years. Can you share some memorable moments or highlights from previous editions that have contributed to its success and made it a must-attend event for music enthusiasts?

Our popularity, I believe, springs largely from our authenticity. When people perceive your genuine efforts, they are naturally drawn towards joining your journey. Through #rainorshine, echoing a campaign we ran several years ago, we’ve crafted this brand with heart. It’s quite remarkable that even individuals who’ve never taken part in the “festival of gumboots” invariably have a tale to share about it. This speaks volumes about the impression Electric Castle has imprinted on the cultural consciousness.

It’s not about a singular moment, but rather the thousands of memories created over this decade-long odyssey and a persistent sentiment of “we must return next year”, or perhaps, establish a lifetime presence—who’s to say? In our recent “#BontidaFever” campaign, we posed a challenge: those daring enough to ink this hashtag could win a lifetime pass to the festival. A fortnight later, we had over 500 enthusiasts brandishing a fresh new tattoo. This gesture speaks volumes about loyalty, far beyond what any words can articulate.

The history of Electric Castle Festival spans several years. How has the festival evolved since its inception, both in terms of scale and the overall experience it offers to attendees? Are there any key milestones that have shaped its identity?

Our growth has been a natural progression; we’ve never strived for sheer magnitude but instead, sought enhancement with each new edition. We always wanted a better, not a bigger Electric Castle. We began our journey with five stages; this year we’ve reached the milestone of twelve stages, set to host nearly 300 artists. Our dedication has consistently been directed towards curating a great lineup coupled with a round-the-clock immersive experience for the multitude who share our belief: a festival is not merely a nightly escapade of a couple of hours, but a vibrant microcosm to inhabit, breathe, and absorb over the course of the entire five-day extravaganza.

The festival’s lineup plays a crucial role in attracting a diverse audience. Can you provide insights into the process of curating the lineup for the 2023 edition? What factors are considered when selecting artists, and how do you ensure a balance between established names and emerging talent?

From the first edition, Electric Castle has been a fusion of the established and the innovative, all carefully curated for our public. When it comes to securing top-tier performers, the process begins with an ideal list which we meticulously whittle down in line with intricate negotiations, financial considerations, availability, and the artist’s eagerness to perform in Romania, among other factors.

This year’s edition showcases a solid lineup headlined by esteemed artists like Iggy Pop, The Chemical Brothers, Macklemore, Sigur Ros and George Ezra. These artists not only possess an important musical legacy, but they also bring fresh material that has just started making waves in the charts. The excitement of witnessing them perform live is indeed a profound experience.

Our eclectic exploration across various musical genres allows us to maintain quality while transcending the boundaries of any single musical style. It’s only fitting to spot esteemed trip-hop icons such as Morcheeba or Zero7 adorning the Electric Castle poster, shoulder-to-shoulder with a rock ensemble with cumbia-infused rhythms like Los Bitchos, or a potent punk force like Frank and The Rattlesnakes.

Our exploration also extends across all the significant showcases in Europe. These platforms serve as ideal arenas to unearth emerging artists who embody boldness and authenticity in their musical expressions. Electric Castle will always be the place to see great talents before they are universally embraced.

Organizing a festival of Electric Castle’s magnitude involves complex production logistics. Could you shed some light on the challenges faced during the production of this year’s edition and how they were overcome? Additionally, are there any unique aspects or technological advancements incorporated in the production to enhance the overall experience for festivalgoers?

Each year, Electric Castle is built from the base, making the logistics a complex and intricate ballet of detail. Yet, within this complexity lies our opportunity for creativity. Annually, we explore and implement innovative solutions to heighten the festival’s appeal for attendees. We venture into uncharted territories, reimagine pathways, and rethink the audience’s access to the expansive 40-hectare festival canvas. This constant reinvention is what shapes the unique allure of Electric Castle.

Our goal is to strike an elegant equilibrium: leveraging the picturesque, history-infused natural site, while simultaneously providing an experience infused with urban amenities. All of this is achieved with minimal intrusion, conscious stewardship, and a sustainable approach to resource utilization. Everyone who will attend this year’s edition will find a greener and friendlier festival.