Interview with Ashley Capps
In the weeks following the 2012 edition of MoogFest rumors began swirling that big changes were in store for what had, in three short years, become one of Asheville’s premiere music events.
While attendance for the two day festival had been down — exact numbers are difficult to come by — MoogFest 2012, with headliners Primus 3-D, Black Moth Super Rainbow, and The Magnetic Fields, clearly delivered the goods.
I certainly heard grumblings along the lines of “last year was better,” but such comments are part and parcel of any such large scale event. You’re not going to satisfy everyone’s tastes, and by catering to the masses you’ll likely alienate those that really do care about the music.
Still, when MoogFest and AC Entertainment, who has shepherded the Asheville version of MoogFest since its inception, parted ways, many were blindsided. Within weeks, Ashley Capps, whose initials adorn the Knoxville based management company he founded, announced plans for a three day event largely akin to MoogFest. Same time of year, many of the same venues, and the same types of artists MoogFest attracted.
To further complicate matters, MoogFest has announced it will return, sans AC Entertainment, in 2014. How that will shape out is anyone’s guess.
To his credit Mr. Capps has been upfront regarding the division between MoogFest and AC Entertainment, and has remained an unfailing professional. So, while anyone looking for an “inside scoop” of dirt might be disappointed, Rapid River Magazine greatly appreciates his willingness to answer a few of our questions.
James Cassara: Thanks for taking some time to talk about the Mountain Oasis Electronic Music Summit. I fully appreciate if you’d rather not discuss the split that occurred between MoogFest and AC Entertainment. However, if there’s a side of the story you’d like to make known, feel free to do so.
Ashley Capps: It’s pretty simple really. When we started exploring the idea of presenting a festival in downtown Asheville, we wanted to honor the creative legacy of Bob Moog. Our discussions with the Bob Moog Foundation and Moog Music led to our agreement to license the name “MoogFest” for the event.
We programmed, booked, marketed, produced and staffed all aspects of the festival, and we were 100% financially responsible for it. After three years, Moog Music notified us that they did not want to continue to license the name to us. We were very proud of what we had created and wanted to build upon our years of work and effort, so we chose to christen our festival, “Mountain Oasis Electronic Music Summit,” and continue on.
JC: So let’s talk about this year’s event. In philosophical terms what do you anticipate for the Summit? Be it someone who attended MoogFest or a newcomer, what might they expect?
AC: We are continuing to develop the concept that we produced for the past three years. The core footprint of the festival is the same — we’re presenting concerts in the Arena, the Thomas Wolfe Auditorium, the Orange Peel, the Diana Wortham Theatre, and the Asheville Music Hall. And there will be panels and talks, along with educational and interactive experiences as well.
But we’re expanding further. Asheville is such a remarkable setting for this festival, and the local community has really embraced us. This year, there are so many exciting things happening outside the core venues. Local entrepreneurs, like the Emerald Lounge, The Asheville Pizza and Brewing Company and their new venue, The Mill, the gallery space, Apothecary, the Lab, and others, are all offering exciting shows and events for Mountain Oasis attendees and the community as a whole.
We’re working with many of the key players in Asheville’s amazing and exploding food and brewery scene to highlight their offerings. The Asheville Brewing Company has also created an official festival beer, the Electric Pale Ale. Plus, we’re engaging with local artists and performers to create surprises for fans and others throughout the weekend.
JC: It sounds like you’re integrating more of a down home feel. Logistically, are there any changes we should know about?
AC: In addition to expanding our festival footprint, there will be fun activities throughout downtown Asheville during the weekend, some of which will be free and open to the public. Others will be offered for a small fee if you aren’t officially attending Mountain Oasis – pass holders will get free or discounted admission. There will be many fun surprises during the weekend for everyone.
JC: The list of performers is pretty far reaching and diverse. Stepping for a moment outside your industry shoes and into those of a rabid music fan: What are the “must see” acts for you?
AC: This is always a tough question, because we really work to curate our festivals — carefully selecting each act for artistic reasons, and offering a variety of options and musical experiences for the fans. So, all of the artists have a special place in the festival mix.
Of course certain things stand out because they offer a rare opportunity to see an artist perform, or a band is returning after an absence, or an artist has released an especially captivating new record.
Obviously, we’re honored to have Nine Inch Nails headline our festival, (along with Bassnectar and Pretty Lights), during their return this year. I believe Mountain Oasis will be the most intimate show that they will play this year, so it’s certain to be a standout.
Then, having Neutral Milk Hotel on the bill – with Jeff Mangum curating his evening – is a dream booking after their 15 year absence from the music scene. And having the reformed Deltron 3030 is amazing… and then Tricky’s back… there’s so much that we couldn’t have predicted a year ago.
We had Disclosure play in the Asheville Music Hall last year and they blew minds. So, as they’ve evolved and exploded this year, we had to bring them back. And the fabulous chanteuse Jessie Ware, (a sometime collaborator with Disclosure), released her debut record this year that we can’t stop listening to.
Darkside – the collaboration between Nicolar Jaar and Dave Harrington – has rarely been heard in the USA and have just released their debut. Then there’s Godspeed You! Black Emperor, and did I mention Gary Numan? Are you sorry you asked? I have to stop now!
JC: No apology needed, it’s great to know you’re a music lover first and foremost. After last year’s MoogFest there was some talk, and I’m not sure where it originated, that the event might be permanently abbreviated to two days. Obliviously that didn’t happen. Are you pretty confident that the Asheville market can support this large an event?
AC: Well, we did have to shorten last year’s festival from three to two days, but that was primarily due to delays in planning that were beyond our control. For a while, it looked like there might not be a festival in 2012.
By the time things were worked out, we were very late in the planning stages, so we had to scale it down. But, we’re back to the three day model.
And, yes, we believe in Asheville. People are coming to Mountain Oasis from all over the country and from many other countries as well. Most of the tickets are sold outside of Asheville.
JC: How about closing with a few “do’s and don’ts” for the Mountain Oasis Electronic Music Summit?
AC: Do: Experience the city, see a show at the Diana Wortham, check out a band you’ve never heard of, try some local craft beer, have a coffee at Izzy’s, eat a meal in one of Asheville’s great restaurants, stop by Harvest Records, come in costume, have fun, take care of one another, and pace yourself!
JC: I’ll second the part about pacing yourself. The weekend can be overwhelming, even for us locals.
AC: Don’t: Forget to register your wristband to enhance your Mountain Oasis experience and be eligible for awesome prizes, including a pair of passes to the 2014 festival!
If You Go: Mountain Oasis Electronic Music Summit takes over downtown Asheville October 25-27. VIP weekend passes are now sold out, but general admission weekend passes, and daily tickets, are still available for purchase at www.mountainoasisfestival.com.
