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How you let 7107 let you down

The producers of 7107 Music Festival recently released “Phase 2” of their performers and a lot of people are disappointed.

After inducing a much-welcomed freakout by bitchslapping us with Red Hot Chili Peppers and others for their Phase 1 reveal, more than 71 thousand people flocked to the producer’s Facebook page to play what seemed to be a never-ending guessing game as to who will banner Phase 2.

The chase

7107 teased potential patrons with Instagramed photos of lyrics, and with each post, some super fan, real or not, died and/or peed a little bit inside.

By December, 7107 kept on dishing out “specials” for bulk sales and holiday deals. Naturally, fans got impatient.

“Yeah and you guys still didn’t release the Phase 2 lineup,” one fan said on December 29.

Phase 2

And so with fans whining in social media about how the producers are holding out too long for their “next reveal”, 7107 quietly released Phase 2 this week. Who’s bannering Phase 2? Kanye? Jay? Tool?

Sorry, honey. No.

Kaskade.

Yes, Kaskade. Oh, and for some consolation, there’s Kendrick Lamar.

ImageAre you ok?

It’s everyone’s fault (or nobody’s), really

It feels natural to join the legions of music aficionados who are condemning the organizers for “taking them for a ride”.

But that would be unfair.

Those disappointed got on the joyride. Perhaps some more discerning people waited for “Phase 2” before purchasing tickets. Some bought immediately, blinded by Red Hot, thinking that if 7107 can haul such a huge act over, it wouldn’t be difficult to assume that more are coming.

They fed their minds with the Phase 2 guesses splashed all over the comments section on the event’s Facebook page.

Foo Fighters, Radiohead, Lorde, Blink, Greenday, Pearl Jam, Franz Ferdinand, Coldplay, Ellie Goulding, Frank Ocean and Drake were some of the names dropped…

… by fans.

How it would have worked

In my most humble opinion, 7107 would have worked if:

1. They invested the way they wanted the concertgoers to invest

7107 wanted the producers to have tens of thousands of people fork out 20 and eight thousand pesos to witness their spectacle. It didn’t matter that part of their target market had the starting salary of 16-18 thousand pesos fresh out of college. Perhaps they thought that’s what parents are for. I mean, their parents must know RHCP. Surely, they’d understand.

7107 had an amazing idea. They also targeted the perfect market. The variety in their lineup meant that it appealed to a wide range of people, from college kids to twenty-something fresh yuppies to 40 and even 50-something aware people who have money to blow. That’s what? The A and B crowd.

The problem was that the producers failed to remember that the A and B crowds are also demanding crowds. They’ve watched concerts here and abroad. Their Facebook feeds have been flooded with Coachella posts from their cousins and friends in the States. They probably watched F1 races in Macau and Singapore.

In short, they know what their money’s worth.

Photos with song lyrics wouldn’t cut it, especially to a more discerning audience.

2. The organizers saw sponsors and food commissaries as partners, not cash cows

This writer has been informed that 7107 asked eight digits for sponsorship deals for two days of exposure. How many TV and print ads can you buy with that? How many social media campaigns can you run with that? How many UAAP athletes can you get to endorse your product for a year or two with that? The Teng brothers are making an issue about Big Macs vs Double Cheeseburgers and they’re getting paid for that for a fraction of what 7107 wants its sponsors to cough up.

If, like the organizers, you want to make money out of the concertgoers, you can opt to drop 70 thousand pesos to sell food. You can rent a whole kiosk in a high foot traffic place in Manila for a whole month with that.

3. They managed expectations of everybody (including theirs)

Contrary to what the organizers thought, money won’t just keep flowing in, especially after the delay in the release of Phase 2. The delay in divulging Phase 2 artists only meant one thing: they didn’t have a lineup worth salivating over.

Also, if I borrow the meaning of “international” from, say, international schools, there should be more “international” people than local, whether or not you follow the 51% rule or 50%+1 rule. Someone from Twitter asked the organizers:

“More local artists than foreign? Isn’t that supposed to be a good thing?”

The organizer’s reply?

“We’ve always wanted to support local talent.”

Yaserious, bro?

Check out the “Sponsors” tab of their website and you will see so many…

… media partners.

They posted one photo of Smart’s sponsorship contract only a little over a month prior to the event. Maybe they reminded Smart of the campaign they did for the telco giant years ago, when they brought Lupe Fiasco and Jermaine Dupri over to perform at the Iphone 4S launch. Before that? Nada. If I were the organizers, I’d be so disappointed.

For how many friends and business partners that flock their establishments and grace their events, nobody trusted them with that eight figure price?

Comb twitter for posts about the event and you will see a buttload of celebrities asking you to buy tickets. Did those people even buy tickets or gratis lahat yon?

Mixed emotions

I can’t help but have mixed emotions for the organizers. It takes a lot of balls to organize something this big. It was a gamble on their part, and in a way, it’s admirable to see a group of people imagine something of this magnitude “for us”. But concurrently, I am disappointed that they wasted this opportunity. They could have secured quality talent by getting commitments from sponsors if they didn’t charge so much.

They minimum complianced their way into this project, hoping that all their ultra marketing plan would pull them through. But this week, they had a slice of humble pie, admitting that there isn’t anybody better besides Kaskade and Kendrick Lamar.

That weekend

Perhaps Red Hot will pull them through. Perhaps not. Perhaps the the concert venue will be so full, we’d be rubbing elbows with the same people we see at Republiq or Saguijo. Perhaps it will be half empty and people will have a place to play frisbee.

Perhaps the organizers don’t care because they have enough friends to fill up the VIP tables. Perhaps the NBI will be there since it has been suggested that the event is bankrolled by Napoles money. Perhaps 7107 will make enough money to actually donate proceeds, as they originally marketed.

Did anyone even ask how much of the proceeds are actually going to typhoon victims? Or do we not care?

Basta meron.

That’s how we justify going to this concert. “Part of the proceeds will go to charity,” they said.

What part? One percent? Two percent? Gross or net?

That’s the problem here. We never bothered to ask the relevant questions.

In the end, I hope we all see this as a learning experience. We should be aware about what we are going to buy, and not be swayed by photoshopped and filtered promises. Concert producers should also learn that you absolutely get what you give. If they give the minimum, that’s the same reaction they’ll get from the people. “Underwhelmed” is the word going around Twitter for now. Potential concertgoers will shy away because of the lackluster lineup. The organizers would have to offer the early bird prices till kingdom come.

Truth be told, a little honestly would have gone a long way. I would have spent 1k for a double dose of UDD and Ron Poe anyway. – RAF

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