Rockfest organizer Alex Martel (photo provided).
Interview by Jason Schreurs
Canada’s largest rock festival, Amnesia Rockfest, is one of those overblown, outdoor festivals with a lineup that makes you shake your head and wonder how so many five- and six-figure-guaranteed bands could play together at the same place.
Picture the classic Monster of Rock festivals of the ‘80s, but with today’s huge metal and punk names playing in a small Quebec, Canada town called Montebello (population: 900). This year features Megadeth, Weezer, Motley Crue, Blink-182, NOFX, Cypress Hill, Mastodon and a slew of others.
After last year’s logistical problems (we’re being polite, look it up), organizational changes have been made, including bringing in 3E, the same production company that runs the successful Festival d’été in Quebec City every summer.
But, what a lot of people don’t know is that Rockfest was started in 2005 by a 17-year-old resident of Montebello named Alex Martel, who’s always dreamed of bringing music to his hometown.
We recently caught up with Martel, now 26 and hosting his ninth festival June 20-21, during the chaos leading up to Amnesia Rockfest.
How are you feeling about everything? You’ve got a couple weeks to go yet. Are you freaking out?
No, I’m used to it. It is pretty crazy, but I’m used to it. So it’s all good.
When you were able to bring in the folks that run the Festival d’été in Quebec to help you, did you breathe a sigh of relief?
I had always delegated that aspect and last year, obviously, we weren’t satisfied with the team that we brought in. But this year we feel that we brought in the best in the industry who run the largest music festival in Canada. It’s been day and night compared to last year, working with these people, so we’re really happy.
Do you feel like the problems from last year were out of your control?
I don’t want to spend too much time rehashing stuff from last year, but in a nutshell we used to deal with the same production people from the very first year until 2012, and every year it was the biggest thing they had ever done. So I thought for 2013 we should hire more experienced people who do larger events. So we brought in a bunch of people who used to work for Evenko, which is a big promoter in the province of Quebec. So, obviously, it’s a bit ironic considering the result last year and how I really wasn’t happy and they weren’t coming back. I was very careful when we had to pick the production team for this year and I’m really happy with them so far and, like I said, it’s day and night compared to last year.
This lineup is insane, Alex. It’s like every big rock, metal and punk band. When you were young, did you ever imagine you’d putting on a festival with huge names like this?
No [laughs]. I started when I was 17 because I’ve lived in Montebello my whole life and it’s a really small town in the middle of nowhere and there was nothing to do here. And I was always a huge music fan so I had to go to Montreal, or Ottawa, or Toronto, or the States to see festivals and concerts. I just wanted to do something in my small town, just for fun. It started really small. We had 500 people the first year and three bands. And it just continued to grow and evolve from there. I had these wild dreams and this huge ambition, but at the same time I don’t think I really took it that seriously and it kind of evolved naturally. I’m sure if you had told me at that time that not even 10 years later I’d be booking most of the bands I grew up listening to, to come and play almost in my backyard, I wouldn’t have believed it. It is pretty insane.
One of the things that strikes me about meeting these big “rock stars” is they always seem so down to earth. What’s it been like to meet some of these bands?
Most of them are really nice. There have been some really cool encounters, for sure. Last year I got to meet Marilyn Manson for the first time and that was really special because I used to be a huge Manson fan when I was a teenager. There are so many moments like that every year and, to me, that’s always the biggest thrill every year, to see all of these huge bands hanging out and playing in my hometown, and seeing the tens of thousands of punks and rockers and metalheads just taking over the town. It’s always a great feeling.
What’s your relationship with the town and the townsfolk? What do they think of you bringing all of this into their town?
They’re really happy. All of the businesses make a lot of money, so it’s good for the local economy. Residents rent space for lodging bands or for parking. So everyone makes some money and they’re all happy that it helps them pay their taxes. For the most part, everyone’s super happy and proud that we have Rockfest here.
Do you still feel like you’re just a resident of the town, or do you get special treatment at this point?
I don’t really feel like I get special treatment. It’s weird because I’ve spent my whole life here, so everyone saw me grow up here and become who I am now, I guess. It’s kind of cool because usually most people, especially in this industry, if they grew up in small towns they usually end up moving elsewhere. To be able to stay here, it’s such a huge difference. I’m kind of just in my own bubble working with all of these huge bands and industry people, and then I’m walking out to the store and saying hi to these small town people and farmers and stuff. It’s a big contrast. But it’s really cool. Dealing with all of these huge things and then I’m looking out my window and it’s just a huge field.
I’ve heard that Rockfest is a real family affair for you?
Yeah, my parents have always helped. The first year my dad and my uncle built the stage. My dad’s into construction, so he always helps if we need anything during setup. My mom also helps and last year she took care of the hospitality for Marilyn Manson and Alice Cooper. My grandmother always helps as well. She was at the box office for awhile and now she actually takes care of the press. So that’s really cool that they help out.
How old is your grandma?
She must be, like, 80.
How did your mom get along with Marilyn Manson?
[Laughs] It’s weird to know that your parents are meeting people like that, because they used to drive me around to concerts when I was a kid. So seeing them meeting these rock stars is kind of odd, but it’s really cool.
The grounds from last year’s Rockfest (photo provided).
What’s the best thing you get out of this? I know last year was really stressful for you. What do you take away from it that’s positive?
I guess it just forces us to make sure everything is better, but it’s kind of like that every year. Usually most festivals are pretty much the same every year, as far as size, layout, grounds, so it’s like doing the same thing again. But for us it grew so quickly and so big that every year it’s almost like we’re starting from scratch again. The whole festival grounds and layout changes, the budget changes, everything changes. So every year we have to try out some things and see what works well and doesn’t work well, and then we adjust for the following year. It’s always been trial and error since the beginning, and I’m sure this year will be really solid, but I’m pretty sure it’s not going to be perfect. And I guess it’s never going to be perfect.
How do you feel when it’s over for the year?
Every year it’s kind of depressing after the event, just because I’ve been working for a full year on the thing and the adrenaline just kind of builds up, almost exponentially by the end, and then all of a sudden the party is over and everyone’s gone and my whole goal in life has ended, in some ways. But then I immediately start working on the following year. I’m already working on 2015, which is going to be the 10-year anniversary. So it never really stops. It just keeps going.
What’s the one band that you’re most stoked about being in the lineup this year?
I would say Blink-182, just because I really wanted to have them on the festival. I used to listen to them when I was 13 and skateboarding where we now have the festival grounds. So to actually have them play at that same spot 15 years later is pretty cool.
I heard there’s one thing that the bands like to eat backstage at Rockfest.
Yeah, lots of bands from outside Canada always want to try poutine. It’s usually something pretty new to them, so they always want to try it.
So there’s just mountains and mountains of poutine backstage?
Yeah [laughs], mountains!
Amnesia Rockfest takes place in Montebello, Quebec on June 20-21.
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