Chicago native Jarid Dietrich has no super powers but he is smart enough to get the Incredible Hulk and the right people for his organization, as he puts it, to pull together an A-team of booking agents, PR and marketing professionals and a group of people who have a relentless passion to make True Music Festival happen.
Dietrich and his league of super heroes have quite possibly pulled off one of the greatest multi-genre lineups in the history of Arizona. Many have tried and many have failed but Dietrich has managed to tag national acts like hip-hop artist Wiz Khalifa, DJ BassNectar, elctro-pop Capital Cities and indie rockers Lord Huron and The Flaming Lips who typically reserve themselves for major music festivals like Coachella and Outside Lands.
Well ladies and gentleman, hipsters, hip-hop heads and rockers alike. The inaugural True Music Festival is on your door step taking place on Saturday, December 14th 2013 in Scottsdale, AZ at The Talking Stick Resort Salt River Fields.
RockStar Dreams caught up with Dietrich who was gracious enough to take a few minutes out of his busy day to share his TMF dream, how he pulled it all together, and why jumping out of a plane and sky diving into a music festival is something you won’t want to miss.
RSD: Let’s start from the top, how did you get involved in the music industry?
JD: I actually grew up in the music industry, my uncle is a Grammy award winning music producer and I spent a lot of time as a little guy in the studio and around some unbelievably talented musicians, some real legends. Watching their work ethic and what went into creating music gave me such a sincere appreciation for it and for music as a whole. Unfortunately, for myself the ‘artistic gene’ kinda skipped me (he laughs) but I’ve been fortunate enough to gain a priceless firsthand view of the music business.
RSD: How did you get involved in the local music scene in AZ?
JD: As far as getting started in Phoenix, I just dove in head first and I started to book smaller rooms and used my network and just met the right people at the right time. I used to book the Black Moods a few years ago. One of my favorite moments of putting together the entire event was being able to call them up and ask them to play True Music Festival. There is nothing more that I want to do than take great people and such talented people and put them on a national stage.
RSD: That’s exciting man, it’s like everything’s coming full circle. How did TMF come about and how have you made this event happen?
JD: I can’t speaking highly enough about the organization that’s behind this and as I call it, the ‘true music family.’ Because there is so much that everyone brings. From the local bands to the street teams and everyone that’s in the office every day, it’s really incredible.
RSD: There had to have been hundred if not thousands of music submissions, how did you select the local talent?
JD: That was my favorite, favorite part about this. I’ve been fairly in touch with the music scene here for a while. It’s something I handled personally. I made all of those decisions along with input from the people around me. It was a real joy to pick from local multi genres sticking to the True Music theme. I picked, in my opinion, some of the most talented and dedicated artists from the area.
RSD: You created a mini Coachella and Outside Lands in Arizona, how did you bring this melting pot of big names and great artists like Wiz Khalifa, The Flaming Lips and Capital Cities together?
JD: That was one of the biggest ‘ah-ha’ moments. We knew that when we chose our facility (Salt River Fields – Talking Stick Resort) that it was the best situation possible. When you go to reach out to these artists it’s very important to have a real proof of concept, especially for a first year festival. When we showed them our plan, blueprints and venue it was really awesome to get their feedback. They were very much on board with the vision we had for True Music Festival.
RSD: What do you want fans to walk away with after they experience TMF?
JD: I want to expand on all things and we want to see how deep the rabbit hole goes. We want to pull back the curtain on music festivals and show people the inner workings and do things they have never done before. We want to expand on previous concepts so it takes on its own persona. There are three different points of entry and we want fans to have three different experiences. From the grandiose installations at the main entrance, to premium lounges, to back stage entrances for True VIP’s, it’s really going to ‘wow’ some people. As people walk out of True Music Festival, we want fans in Arizona to have the feeling that ‘this is ours,’ this is something to be proud of.
RSD: What surprises can people expect?
JD: We are still doing research on it but we might be one of the first music festivals to allow some of our guests to sky dive into a music festival landing zone which will be shot live and broadcast on the video boards.
RSD: That is going to be awesome, I can’t say that I have ever heard of fans jumping out of a plane and skydiving into an event to see their favorite band. This is an incredible dream and journey that you have envisioned. What advice do you have for others trying to achieve their dreams?
JD: I am unbelievably fortunate enough to have a mentor figure in my life that has been wildly successful in almost everything he has done. The advice I got was, as you walk down the road and as you’re trying to reach the heights that you’re trying to achieve, you’re going to stop and you’re going to want to quit and there is going to be a moment where you don’t want to do it anymore. When that happens, you stop then you turn around and see how far you’ve come. That’s the moment you get reenergized and re-motivated and that’s the time you don’t walk away but you go harder.