Ever wonder what happens beyond the stage? Well we do. These roadies, managers, guitar techs, lighting directors, publicists (and even positions you may not have known about) make the music you love come alive! In a recent interview, A Music Blog, Yea? spoke with Tina Herrera, the Executive Producer of the 7107 International Music Festival. Taking place on February 22nd and 23rd in the Philippines, 7107 is a benefit festival for Typhoon Yolanda. This year’s line-up includes Red Hot Chili Peppers, Kendrick Lamar, Empire of the Sun and many other artists. Ahead of the festival, AMBY and Tina Herrera discussed this year’s line-up, creating a largely scaled festival, and more.
AMBY: How did you first get into your industry?
Tina Herrera: I got into the events industry 18 years ago when we began Philippine Fashion Week. I was first producing fashion shows at PHFW, then fashion parties, then eventually evolved into producing television shows/documentaries. This past year, I’ve utilised everything I’ve learned in fashion and in mounting a multiple day, multiple stage events her for 7107 International Music Festival.
AMBY: Please explain to our readers what you do.
Tina Herrera: My role as Executive Producer is to take charge of the entire project, providing skills & resources that is absolutely vital to the 7107 International Music Festival’s success. I am involved in everything, from finance, to sponsorship sales, to marketing, to expenditures and keep the project on track. And when push comes I can happily roll up my sleeves and really get into the production process.
AMBY: What is the premise of the 7107 Festival?
Tina Herrera: 7107 International Music Festival will serve as 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 DJ’s that will further push their music to a global audience.
AMBY: This year’s line-up includes Red Hot Chili Peppers, Kendrick Lamar, Empire of the Sun, and many others. Which artists do you look forward to seeing the most?
Tina Herrera: Kendrick Lamar and Red Hot Chili Peppers.
AMBY: What’s been the craziest thing to happen to you so far while working on the event?
Tina Herrera: The craziest thing that happened so far was that we booked artists last year in the midst of uncertainty (after the typhoon), and as the weeks/months progressed, these artists got even hotter…performing at all the major events right before 7107. That’s certainly God’s time.
AMBY: What is the best and worst thing about creating such a largely scaled festival?
Tina Herrera: The best thing about creating a large event is the impact it will create on the lives of the people the event touches. For artists-they get a platform to shine, for the local community-tourism, for the country-prestige in hosting international events. The worst thing about it is the intrigues, rumours and lies created by competition. Some went as far as scandalising us on social media, creating viscous rumours about our funding, and even tried to get our sponsors and artists to pull out of the project…but they weren’t successful. I would prefer it if people just run their own race and focus on their own projects.
AMBY: Which three albums changed your life?
Tina Herrera: Beyonce The Visual Album, Sublime by Sublime, Good Kid Mad City by Kendrick Lamar.
AMBY: And lastly, what’s something about you that nobody knows yet?
Tina Herrera: I am grateful….for both good and bad experiences. I never stop learning. And I never give up on something I really want…and love.
Alicia Atout | @AliciaAtout