Treefort Music Fest

Emily Wells headlines at Treefort
The Commonauts, a Boise High band which began in 1983, reunites for Treefort 2015

The Treefort Music Fest is a five-day, indie rock festival [1] which is held at various venues throughout downtown Boise, Idaho in late March. The 2014 festival took place March 20–23 with the featured acts Built to Spill, The Joy Formidable,[2] and Poliça;[3] the 2015 festival, scheduled March 25–29, featured TV On The Radio, Trampled By Turtles, and Emily Wells, [4] and locals Built to Spill and Josh Ritter.[5] Treefort has been called "the west’s best SXSW alternative" [6] and "Boise's preeminent artistic, cultural and musical happening"[7] which has has "morphed from quirky music festival to consuming community event." [8]

Chronology

Little Miss and The No Names perform hardcore punk at an all-ages show at the Linen Building in 2013
Off Center Dance Project at a free performance at the Linen Building

2012

Thoroughly grass roots,[9] DIY and free of corporate sponsorship,[10] and with an emphasis on emerging music, the indie-centric[11] inaugural Treefort festival took place on March 22–25, 2012 and featured more than 137 bands[12] from throughout the Northwest and as far afield as New Zealand and Australia,[13] as well as performance art, art installations, and disabled and modern dance,[14] seminars on the music business and social media,[15] and local beers.[16] (Initially the intention had been for a small two-day festival of sixty bands.)[17] There were eight stages extant (including free all-ages venues), and ten hours of music scheduled daily on Treefort's initial Saturday and Sunday; an estimated and unexpected 3,000 people attended each of the last full three days[18] of the festival's inaugural run,[19] and some forty national media outlets provided reportage.[20] Critically, the first day of festival was described as being "full of transcending bands,"[21] and overall the festival was characterised as having "the look and feel of a developing SxSW,"[22] and "a smashing success,"[23] and as well as having "put Boise on the map" in terms of Boise having finally established a music festival due to the high quality of the musicians.[24] The proceeds from Treefort benefit community radio station Radio Boise, KRBX 89.9 FM.[25]

2013

Months before any bands had even been announced for the Second Annual Treefort Music Fest, scheduled for March 21–24, 2013,[26] the initial batch of early-bird priced wristbands had sold out in October 2012 in 17 minutes.[27] and succeeding ticket sales continued to be faster than those at the same time last year.[28] Treefort 2013 eventually signed up more than 250 bands [29] (some of whom are included in Treefort's sound cloud)[30] and features a lost yarn-bombed 560 lbs. monster (which is sorely missed) with a stone head as its mascot.[31] The Coachella Festival has been compared (unfavourably) to the Treefort Music Fest by Buzzfeed.[32]

The second annual Treefort Music Fest aimed at the fence "carefully," featuring a more diverse[33] set of acts,[34] but also more than 100 Idaho bands,[35] one of which, Boise-based Youth Lagoon, was one of Rolling Stone's "Twenty Must-See Acts" at SXSW;[36] it and Foxygen and Unknown Mortal Orchestra, also included in the twenty, performed at both festivals in 2013.[37] The headline act was Sharon Jones and the Dap-Kings,[38] and fifteen bands came from the San Francisco Bay Area.[39] Three times as many passes were sold as in 2012; the festival's own app overloaded on Thursday night, and the opening venue, the Shriner's El Korah shrine,[40] sold a record amount of alcohol.[41] Festival organizers later estimated that they had come within 100 passes of selling out completely; more than 3,000 4-day passes were sold, and thousands variously journeyed to 13 venues throughout downtown Boise to watch more than 260 bands, with roughly 6,000 at the main stage on Friday alone.[42] Sold-out shows, as with Foxygen on opening night, led to people seeing, and being surprised by, bands they had not planned to see, a phenomenon which festival organizer Eric Gilbert described as a "win-win situation."[43]

Overall the four days of the music festival was acclaimed as turning Boise itself into the sociological third place as different artistic communities converged in a state and city where (the maximum of) six degrees of separation does not exist,[44] and was praised for its high organization and good spirits in showcasing the best independent music North America has to offer[45][46] and being a safe haven for all walks of life.[47] "Happy Treefort" became a common greeting,[48] and "Treeforting" and "Postfort" also entered the lexicon.[49][50]

2014

Dan Deacon performs at El Korah

The third annual festival, in March 2014, endeavoured to be more "green"/sustainable[51] and as of February had booked 350 bands (including solo projects and DJs, after rejecting over 1,000 other interested parties due to the sheer volume of talent)[52] featuring the best of upcoming non-mainstream music from such genres as pop, heavy metal, hip hop, electronica, folk, and classic rock. Furthermore, the festival branched out with a film festival, Filmfort, the tech festival Hackfort[53] (which was lauded by President Barack Obama during his January 21, 2015 visit to Boise),[54][55] Storyfort,[56] and Yoga Fort, as well as comedy showcases.[57] This synergy marked Treefort as having become "more than a music festival. It is a cultural phenomenon, not only propelling Boise’s music scene forward, but now connecting the city’s cultural communities of literature, technology, film and mind/body health."[58][59] The music festival too was appraised months later by the Boise Metro Chamber of Commerce CEO and president Bill Conners as having benefits to the city beyond that of tourism. (One quarter of those who bought tickets in advance in 2014 were from outside Idaho.) "It's become part of Boise's brand," he said. "It's a positive brand that helps attract innovative companies, tourists, conventions and investments, so we hope the festival continues." [60] It has been furthermore been cited as a potential entry in resumes regarding volunteering,[61] and in its second year Hackfort partnered with the Idaho Department of Labor in furtherance of the state's tech industry and digital economy.[62]

The third festival kicked-off with a "blast from the past" featuring the reunion of several notable Boise bands; the combined efforts of nearly 400 volunteers (vis-à-vis the nearly 200 for the inaugural festival and the more than 300 for the second) [63] supported bands from the United Kingdom, Germany, Canada, Sweden, Switzerland, and the United States over the course of the festival.[64] Treefort, which now has 40 staffers, had 140 bands during its inaugural festival in 2011, and included 140 local bands among the more than 350 during its third, a testament to the festival's burgeoning creativity.[65] The festival averaged 7,000 people a day, an increase over the 6,000 people a day in 2013, had to order more Over 21 wristbands Saturday afternoon, and was expected to turn a profit for the first time. Although approximately 7,500 attended Saturday night and local bars experience a boom in business, the Boise Police Department issued no open alcohol container citations or responded to any significant incidents.[66] Overall the third festival was described as having "veered more confidently than ever toward emerging artists in all genres" and having been an extensive community[67] and cultural event where "good attitudes all but fell from the sky."[68]

In August 2014 it was announced that Treefort has yet to make a profit (although it had come close to doing so in 2014), and that the festival was applying to change its business status from that of a limited liability corporation to a certified B corporation whose articles of incorporation and bylaws authorize the corporate board to consider social and other factors besides shareholder interests when making decisions. New co-owners and board members were brought in, and Lori Shandro, who had been subsidizing Treefort to this point, remarked that "I wanted to start something that can last forever... This thing could live on its own without me now." It was also formally announced that the festival would return in 2015,[69] with its website marking a shift to a five-day festival.[70] Treefort is also involved in public art in Boise via Bloomberg Philanthropies and Boise's Department of Arts and History,[71] and in December 2014 was designated Boise's 2015 Cultural Ambassador by Mayor David Bieter and awarded a $25,000 grant for its "... positive impact on the city’s visibility, economy and cultural scene." [72]

2015

Seth Olinsky conducts a dozen bands as an indie rock orchestra

The fourth annual festival, March 24-19 2015,[73] booked 430 acts [74][75] and was supported by some 600 volunteers, approximately 15% of whom will go over their required nine hours of volunteer time.[76] Local bands included Magic Sword, Hollow Wood, Thick Business, Transistor Send, Marshall Poole, Calico the Band, and Sun Blood Stories.[77] It also featured Kidfort,[78] Storyfort (a "loose literary happening "like a miniature version of Readings & Conversations,"[79] and performance art featuring neo-burlesque amongst other artistic endeavours, "the trippiest part of Treefort," [80] as well as a midnight to 4 a.m. Breakfastfort at El Korah, thus pulling out all the stops. [81] The overlapping of synergistic events was of such complexity that the Boise Weekly published a layout of Venn diagrams. [82]

Band Dialogue III featured a dozen bands with their respective instrumental kit lined up on both sides of Grove St. conducted by Seth Olinsky holding up placards marked E, F#, B, and so on, riffing and generating shifting walls of sound. [83]

The festival was critically acclaimed for fostering "a genuine community between festival workers, festival goers and bands," with an emphasis on an electronic music trend (most notably with Emily Wells), [84] although "raw, rootsy, reverb-drenched, dreamy, dramatic and other descriptors for guitar music" were in abundance. [85] More generally, its ethos was that of a "manageable experience devoid of douche bags and marketing companies infiltrating every crevice of the event." [86] Furthermore, "For a fourth year festival, Treefort is pretty mature. Over a five-day stretch, some 400 bands play about a dozen venues throughout downtown Boise, from impromptu outdoor stages to small clubs and arcades. The lineup is strong, the organization is admirable and, perhaps most importantly, the city loves to play host. The result is a fishbowl scenario wherein bands and fans are constantly running into each other, exchanging remarks, ideas, cigarettes and contact info in Idaho’s delightfully compact capitol... When Treefort assembles, the entire city puts on the festival wristband." [87] More generally the festival was also characterized for having demonstrating Boise's potential "to nurture the convergence of the big, bright, sprawling, conservative, mountain, desert west and the dark, creative, lush, liberal, urban centers of the Pacific Northwest." [88]

While the number of attendees has increased annually, the percentage of out-of-towners remains steady at roughly 25%, and baristas’ tip averages doubled. [89]

History

Although the idea of a multi-day, multi-venue music festival has been bruited since the mid-80s,[90] Treefort itself had its roots in tragedy when producer Lori Shandro's husband died in a private plane crash in 2009. The head of an independent health insurance agency, Shandro in taking up interests divergent from her married life eventually formed The Duck Club, which brings musical acts to Boise throughout the year and which now produces the Treefort Music Fest.[58] Logistically, Treefort was inspired in part by the touring schedules of bands headed home from SXSW in Austin, Texas (some of which had been hosted by the Visual Arts Collective at a post-SXSW mini fest in Garden City, Idaho the previous year), as well as late March being the beginning of spring break for many Idaho schools.[91] A week before the festival itself, the Boise-based bands TEENS, Hillfolk Noir, Le Fleur, The Brett Netson Band, Finn Riggins, Youth Lagoon, and Built to Spill had themselves played at SXSW.[20][92] Producer Lori Shandro reflected on Treefort's genesis a year later at a Scenius town hall-style meeting on artistic endeavours and economic growth that "There were just a certain number of people who were all in the same place regarding [Treefort]. ... This sort of synergy happened to make the project come together rather easily... With scenius, there's the thought of trying to put the right people in the same place at the same time, and then things will happen. That's really how Treefort happened. Everybody had the same vision that the Boise music scene is ready to develop and be a force on its own two feet."[93]

2012

2013

2014

2015

References

  1. ↑ Music festival taxonomy
  2. ↑ http://www.musicfestivaljunkies.com/festivals/treefort-music-festival-2014/
  3. ↑ http://www.boiseweekly.com/Cobweb/archives/2014/03/24/treefort-2014-treefort-bags-its-white-buffalo-with-polias-set
  4. ↑ /2014/12/05/treefort-music-fest-announces-first-round-of-acts-for-2015
  5. ↑ /treefortmusicfest.com/lineup
  6. ↑ treefort-music-fest-pulls-out-stops-fourth-year
  7. ↑ Boise's preeminent event
  8. ↑ /2015/03/26/3718608/boises-biggest-week
  9. ↑ http://www.movoto.com/blog/opinions/boise-stereotypes/?src=fb
  10. ↑ Eisinger, Dale W. (2012-04-04). "I went to Treefort Music Festival and all I got was this hometown pride | Love". Impose Magazine. Retrieved 2012-04-08.
  11. ↑ http://www.idahostatesman.com/2013/03/17/2495358/highlights-at-treefort-fest-timberlake.html#storylink=misearch
  12. ↑ Standal, Matt (2012-03-24). "Neurolux 'Blitzed' by crowds at Treefort | KTVB.COM Boise". Ktvb.com. Retrieved 2012-04-08.
  13. ↑ Deeds, Michael (2012-03-22). "Treefort: not your typical music festival | Boise, Garden City, Mountain Home". Idahostatesman.com. Retrieved 2012-04-08.
  14. ↑ Whiteley, Sheree (2012-03-24). "Treefort: Local Dancers Kick off Performance Art Series | Cobweb". Boiseweekly.com. Retrieved 2012-04-08.
  15. ↑ Brandt, Jaclyn (2012-03-26). "Treefort: Panel Offers DIY Touring Insight | Cobweb". Boiseweekly.com. Retrieved 2012-04-08.
  16. ↑ Deeds, Michael (2012-03-23). "Treefort Music Fest survival guide | Music". Idahostatesman.com. Retrieved 2012-04-08.
  17. ↑ http://www.opb.org/news/article/npr-boises-treefort-music-fest-takes-off-in-third-year/
  18. ↑ Deeds, Michael (2012-03-30). "Deeds: Treefort looks to future; summer shows pile up | Michael Deeds". Idahostatesman.com. Retrieved 2012-04-08.
  19. ↑ Standal, Matt (2012-03-26). "Next year's Treefort Music Fest already in the works | KTVB.COM Boise". Ktvb.com. Retrieved 2012-04-08.
  20. ↑ 20.0 20.1 Ahmindohr, Surandajeesh. "Long and Winding Road: Boise's Music Scene Finds its Stride | Boise has always had talent but it took years of struggle to learn what do with it | Features". Boise Weekly. Retrieved 2012-04-08.
  21. ↑ Hoffman, Jeff (2012-03-24). "Killing Sasquatch: Treefort Music Fest Day 1 of 4". Killingsasquatchmusic.blogspot.com. Retrieved 2012-04-08.
  22. ↑ "Photos/Review: Treefort Music Fest in Boise with Why?, Built to Spill, and a long list of Bay Area bands : The Bay Bridged – San Francisco Bay Area Indie Music". Thebaybridged.com. 2012-04-02. Retrieved 2012-04-08.
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  26. ↑ http://treefortmusicfest.com/
  27. ↑ http://www.boiseweekly.com/Cobweb/archives/2012/10/19/treefort-early-bird-passes-sell-out-in-17-minutes
  28. ↑ http://www.boiseweekly.com/Cobweb/archives/2012/12/13/first-round-of-treefort-2013-artists-announced
  29. ↑ http://www.ktvb.com/news/Treefort-Music-Fest-announces-complete-2013-lineup-192522321.html
  30. ↑ https://soundcloud.com/treefort-music-fest
  31. ↑ http://vimeo.com/57011756
  32. ↑ http://www.buzzfeed.com/daves4/reasons-why-idaho-is-the-most-underrated-state-in-the-count#3xj26w
  33. ↑ http://treefortmusicfest.com/author/gilbert/
  34. ↑ http://www.idahostatesman.com/search_results?q=Treefort
  35. ↑ http://www.ktvb.com/news/entertainment/Treefort-Music-fest-to-feature-104-Idaho-bands-198509141.html
  36. ↑ http://www.idahostatesman.com/2013/03/15/2492047/6-days-til-treefort-10-ways-to.html#storylink=misearch
  37. ↑ http://www.idahostatesman.com/2013/03/15/2492041/treefort-swings-for-fence-carefully.html
  38. ↑ http://treefortmusicfest.com/artist-view/sharon-jones-the-dap-kings/
  39. ↑ http://www.thebaybridged.com/2013/03/21/mixtape-15-bay-area-bands-trek-out-to-treefort-music-fest-in-boise-idaho-this-week-321-32413/
  40. ↑ ww.ktvb.com/news/slideshows/199411861.html?gallery=y&c=y&ref=%2Fnews%2Fslideshows
  41. ↑ http://www.ktvb.com/news/slideshows/Organizers-Treefort-2013-has-sold-triple-the-passes--199587061.html
  42. ↑ http://www.ktvb.com/news/slideshows/2013-Treefort-Music-Fest-Sunday-199946971.html
  43. ↑ http://www.boisestatepublicradio.org/post/boises-treefort-music-fest-doubles-size-year
  44. ↑ http://www.redskypr.com/2013/03/26/falling-in-love-with-your-hometown/
  45. ↑ http://www.lagrandelife.com/how-i-spent-my-treefort-vacation/
  46. ↑ http://inspireddesigner.net/2013/03/27/highlights-treefort-2013/
  47. ↑ http://nanobotrock.com/interviews-liveevents/3663
  48. ↑ http://www.boiseweekly.com/Cobweb/archives/2013/03/25/treefort-sunday-re-cap-and-on-the-fourth-day-treefort-finally-rested
  49. ↑ http://www.boiseweekly.com/Cobweb/archives/2013/03/25/treefort-sunday-re-cap-bands-push-through-last-day-of-treefort
  50. ↑ http://m.boiseweekly.com/boise/boise-weeklys-top-ten-moments-from-treefort-2013/Content?oid=2844690&fb_action_ids=10151296403292757&fb_action_types=og.likes&fb_source=other_multiline&action_object_map={%2210151296403292757%22%3A461235177280356}&action_type_map={%2210151296403292757%22%3A%22og.likes%22}&action_ref_map=[]
  51. ↑ http://treefortmusicfest.com/first-artist-announcement-for-treefort-music-fest-2014/
  52. ↑ http://treefortmusicfest.com/final-artist-announcement-for-treefort-music-fest-2014/
  53. ↑ http://www.boiseweekly.com/boise/treefort-2014-hackfort-panel-asks-why-boise/Content?oid=3080408
  54. ↑ /Obama-cheered-by-thousands-in-Boise
  55. ↑ /2015/01/21/hackfort-obama-approved/
  56. ↑ http://news.boisestate.edu/update/2014/03/17/storyfort/
  57. ↑ http://www.ktvb.com/video/featured-videos/Slow-Magic-performs-at-Treefort-Music-Fest-kickoff-party-241005971.html?fb_action_ids=622012711186096&fb_action_types=og.recommends&fb_source=other_multiline&action_object_map=[580923208656753]&action_type_map=[%22og.recommends%22]&action_ref_map=[]
  58. ↑ 58.0 58.1 http://www.idahostatesman.com/2014/02/22/3043589/lorishandroco-founder-of-treefort.html
  59. ↑ http://www.idahostatesman.com/2014/03/21/3091812/official-weekend-survival-guide.html
  60. ↑ http://www.idahostatesman.com/2014/08/21/3334346/march-gladness-popular-treefort.html#storylink=misearch Chamber of Commerce CEO & President appreciation.
  61. ↑ Resume material.
  62. ↑ /how-presidential-shout-out-helped-boise-tech-festival-gain-support
  63. ↑ http://www.boiseweekly.com/boise/treefort-gets-blast-from-the-past-with-history-of-boise-rock-showcase/Content?oid=3079637
  64. ↑ http://www.idahopress.com/a_e/top_story/treefort-music-fest-takes-over-downtown-boise/article_e9181b4e-b081-11e3-91b4-001a4bcf887a.html
  65. ↑ http://www.idahostatesman.com/2014/03/21/3091339/treefort-sprouting-up-rapidly.htm
  66. ↑ http://www.idahostatesman.com/2014/03/25/3099322/treefort-could-turn-a-profit-this.html?sp=/99/1687/&ihp=1
  67. ↑ http://www.opb.org/opbmusic/article/treefort-2014/
  68. ↑ http://www.deadhorsemarch.com/spotlight-hyperbolic-opinion-fort-a-treefort-2014-overview/
  69. ↑ http://www.idahostatesman.com/2014/08/21/3334346/march-gladness-popular-treefort.html#storylink=misearch Treefort adds co-owners and changes business plan.
  70. ↑ Five-day festival in 2015
  71. ↑ boiseartsandhistory.org/opportunities/call-for-entries/call-for-big-ideas/
  72. ↑ /Treefort-Music-Festival-receives-grant-from-City-of-Boise-284660841.html
  73. ↑ Treefort 2015 Days.
  74. ↑ http://www.idahostatesman.com/2015/03/22/3711702_magic-sword-6-other-boise-bands.html?rh=1
  75. ↑ f/2015/03/how_treefort_biggest_portland_music_festival_sxsw
  76. ↑ /how-more-1500-volunteers-built-boises-treefort-music-fest
  77. ↑ http://www.idahostatesman.com/2015/03/22/3711702_magic-sword-6-other-boise-bands.html?rh=1
  78. ↑ /2015/03/20/3707079/kidfort.html
  79. ↑ Storyfort 2015
  80. ↑ Performance art at Treefort 2015.
  81. ↑ /boises-treefort-music-fest-pulls-out-stops-fourth-year
  82. ↑ /treefort-2015-venn-and-the-art-of-festival-maintenance/Content?oid=3436777
  83. ↑ /treefort_2015_band_dialogue_iii
  84. ↑ Organic community and electronica.
  85. ↑ Guitar music in abundance.
  86. ↑ /10-smaller-music-festivals-worth-checking/
  87. ↑ /the-outsiders-roundup-of-treefort
  88. ↑ /treefort-2015-exhaustion-an-ode/
  89. ↑ http://arbiteronline.com/2015/03/30/boise-locals-fuel-treefort-growth/#sthash.5PkPrUgh.dpuf
  90. ↑ http://www.boiseweekly.com/boise/roots-branches-sprouts-and-seeds/Content?oid=3077382
  91. ↑ "About". Treefort Music Fest. Retrieved 2012-04-08.
  92. ↑ http://www.ktvb.com/home/Boise-bands-rock-SXSW-prepare-for-historic-hometown-show-142987755.html
  93. ↑ http://www.boiseweekly.com/boise/boise-scenius-brings-together-creative-leaders/Content?oid=2810806

External links

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