The air crackles with energy, a cacophony of guitars and drums reverberating through the humid summer air. A sea of faces, united by their love for hardcore punk, surge and sweat together. This is This Is Hardcore, a festival that’s become synonymous with raw, unbridled passion – and this year, it’s celebrating a major milestone.
Ticket Sales and Pricing Strategies
One of the key challenges faced by This Is Hardcore’s Joe McKay and his team is ticket sales and pricing strategies. The impact of COVID inflation has been felt across the board, with rising costs and inflation affecting ticket sales and prices.
According to McKay, the 2024 festival was hit hard by lower ticket sales, despite the post-COVID boom in the hardcore scene. “2023 was a great year for Hardcore, but 2024 found DIY and independent promoters having to rise to the standards of AEG and Live Nation to keep the relationships or history with bands,” McKay explained.
The rise of corporate-backed festivals has put pressure on independent promoters like McKay to increase ticket prices to stay competitive. However, this can be a double-edged sword, as higher prices can deter fans from attending.
The Impact of COVID Inflation
Covid-19 has had a profound impact on the music industry, with rising costs and inflation affecting ticket sales and prices. McKay believes that the COVID inflation finally caught up with the hardcore scene in 2024, leading to lower ticket sales and a financial loss for the festival.
“I didn’t have an alternate venue that would have been accessible to those who booked flights/hotels and would have been a miserable outcome if we moved it to a city 50+ miles from here, so I rode it out and we took a loss,” McKay said.
Ticket Fees and Accessibility
Another challenge faced by McKay and his team is the impact of ticket fees on accessibility. The fees can add up quickly, making it difficult for fans to afford tickets to the festival.
McKay believes that finding the right balance between ticket prices and fees is crucial. “Was our ticket price right but the amount of ticket fees insurmountable for the average person?” McKay pondered.
Finding the Right Balance
For the 2025 festival, McKay has made a concerted effort to find the right balance between ticket prices and fees. “Moving to Underground Arts will allow us to keep ticket prices lower and fees to a minimum,” McKay explained.
McKay also emphasized the importance of accessibility, citing the need to make the festival more affordable for fans. “We’re trying to make it more accessible to the fans, so they can enjoy the music without breaking the bank,” McKay said.
Venue Selection and Logistics
The selection of the venue is another crucial aspect of hosting a successful festival. McKay has chosen Underground Arts as the venue for the 2025 festival, citing its small capacity, stagedive-friendly atmosphere, and great amenities.
McKay has a long history with Underground Arts, having booked shows there for over a decade. “I’ve been booking shows at Underground Arts for almost 12 years now, and it’s always been a great experience,” McKay said.
The Benefits of Underground Arts
McKay believes that Underground Arts offers a unique atmosphere that is perfect for the festival. “The room in Underground Arts still lights up, and I even saw that at the most recent sold out Comeback Kid tour date, I was exciting thinking about how great its going to be to do 2 nights of TIHC there,” McKay said.
McKay also emphasized the importance of the venue’s location, citing its central location in Philadelphia. “The venue is in the heart of the city, making it easily accessible for fans,” McKay said.
Limitations and Challenges
While Underground Arts offers many benefits, McKay is aware of the limitations and challenges that come with hosting a festival in a smaller venue. “It’s a 650-cap room, which means we have to be mindful of the crowd size and make sure we don’t overload the venue,” McKay explained.
McKay also recognizes the need to balance the energy of the festival with the limitations of the venue. “We’re trying to create an intimate atmosphere that’s perfect for the festival, but we also have to be mindful of the space constraints,” McKay said.
Alternative Venues and Options
While McKay has chosen Underground Arts as the venue for the 2025 festival, he is aware of the need to explore alternative options for future festivals. “We’re always looking for new and exciting venues to host the festival,” McKay said.
McKay emphasized the importance of considering the pros and cons of each venue, citing the need to balance energy, accessibility, and affordability. “We’re always weighing the options and looking for the best fit for the festival,” McKay said.
The Future of This Is Hardcore
As the founder of This Is Hardcore, McKay is committed to revitalizing the festival’s reputation and appeal. He believes that the key to success lies in adapting to changes in the scene and staying relevant.
McKay emphasized the importance of listening to fans and responding to their needs. “We’re always trying to improve the festival and make it more enjoyable for the fans,” McKay said.
Rebuilding and Rebranding
McKay believes that rebuilding and rebranding the festival is crucial to its success. “We’re trying to revitalize the festival’s reputation and appeal to a new audience,” McKay explained.
McKay emphasized the importance of creating a unique and memorable experience for fans. “We’re always looking for ways to improve the festival and make it more enjoyable for the fans,” McKay said.
Staying Ahead of the Curve
McKay believes that staying ahead of the curve is essential to the festival’s success. “We’re always trying to stay ahead of the curve and adapt to changes in the scene,” McKay said.
McKay emphasized the importance of being responsive to fans and responding to their needs. “We’re always listening to feedback and trying to improve the festival,” McKay said.
The Road Ahead
McKay is committed to taking This Is Hardcore to new heights, citing a vision for the festival that is bigger and better than ever. “We’re always pushing the boundaries and trying to create something new and exciting,” McKay said.
McKay emphasized the importance of community and collaboration, citing the need to work together to create a successful festival. “We’re always trying to build a community around the festival and make it a memorable experience for fans,” McKay said.
Key Interviews
This Is Hardcore’s 2025 lineup features a mix of classic hardcore acts and newer bands, including Merauder, End It, Bayway, and On Broken Wings. McKay believes that the lineup is a testament to the festival’s commitment to showcasing the best of the hardcore scene.
McKay emphasized the importance of diversity and inclusivity, citing the need to create a festival that is welcoming to fans of all ages and backgrounds. “We’re always trying to create a festival that is inclusive and welcoming to everyone,” McKay said.
Band Selection and Booking
McKay believes that selecting the right bands is crucial to the festival’s success. “We’re always looking for bands that are authentic and true to the spirit of hardcore,” McKay explained.
McKay emphasized the importance of working with bands that are committed to the scene and the festival. “We’re always trying to work with bands that are passionate about the music and the community,” McKay said.
Marketing and Promotion
McKay believes that marketing and promotion are critical components of the festival’s success. “We’re always trying to create a buzz around the festival and get the word out to fans,” McKay said.
McKay emphasized the importance of social media and online promotion, citing the need to reach a wider audience and create a global following. “We’re always trying to use social media and online platforms to promote the festival and reach a wider audience,” McKay said.
Conclusion
The Evolution of a Hardcore Institution: Lessons from This Is Hardcore’s Joe McKay
In a candid interview with No Echo, Joe McKay, the mastermind behind the iconic hardcore festival, This Is Hardcore, shed light on the fest’s remarkable evolution, the industry’s pressing business challenges, and the highly anticipated 2025 lineup. The conversation revealed a complex narrative of perseverance, innovation, and community-driven spirit that has enabled This Is Hardcore to thrive in an ever-changing music landscape. McKay’s insights highlighted the importance of adaptability, creative problem-solving, and the unyielding passion of the hardcore community in shaping the festival’s trajectory.
As the music industry continues to grapple with the consequences of technological advancements, shifting consumer habits, and economic downturns, This Is Hardcore’s story serves as a testament to the resilience and resourcefulness required to survive and thrive in the modern music business. The festival’s ability to pivot and evolve, while remaining true to its core values, offers valuable lessons for artists, promoters, and industry professionals seeking to navigate the complexities of the contemporary music scene. As the music world hurtles towards the future, This Is Hardcore’s commitment to innovation, inclusivity, and community engagement will undoubtedly remain a guiding light for those seeking to create meaningful connections and lasting legacies.
As we eagerly anticipate the 2025 lineup, one thing is clear: the future of hardcore music is brighter than ever, thanks in large part to the tireless efforts of pioneers like Joe McKay. As the festival continues to push boundaries and defy expectations, we are reminded that the true power of music lies not in its ability to transcend trends, but in its capacity to unite, inspire, and empower communities. As we look to the future, one thing is certain: This Is Hardcore will remain a beacon of hope, creativity, and hardcore spirit – a shining example of what can be achieved when passion, perseverance, and a willingness to evolve come together in perfect harmony.