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Beyond Time: Adriatic Sound Festival's Debut Summer

Following the festival, I was able to meet with Luca Lewis over Zoom to get to know more about how all of this came to be in such a short period of time. Only getting into the music scene once he moved to New York to play for the New York Red Bulls after COVID, Lewis is brand new to this world. He moved to Pesaro in 2001, spending nine years growing up there before moving back to New York. Read below for the full interview where we talk through everything from the architectural inspirations to his family members surpisingly raving all night long.

Did you get to enjoy the festival or were you running around the whole time?

 

I walked fifty-six kilometers on day one. It was good, hopefully from the outside it was all smooth.

 

 

Have you done any other music festivals before?

 

No, actually I've never worked in music or done any events in my life in any way. I was born in New York and my mom is from Pesaro, Italy which is next to Fano. I had this crazy idea but we had no idea how to start. I was driving with one of my friends from Fano named Nicolo, and we passed the airport and I thought it could be a really great place for a music festival. It's perfectly gated, right off the highway, right on the beach, right off the main train tracks…everything. Then he said, “Well, there's a new mayor coming into town so let's just make something up.” So I made a deck, almost as a joke. This was a year ago in July. That's the crazy part. 

 

 

What were you inspired by when coming up with this one?

 

We created this theme of Ancient Romans being beyond their time which led to our slogan “Beyond Time.” Fano has a very close connection to Ancient Rome which inspired us to create the temples and arches. During the Roman Empire, Fano was the capital of the Adriatic Sea so this was a very important part of their history. Julius Caesar and Augustus marched from Rome to Fano to conquer the Adriatic then went into Croatia and all the neighboring countries. So I was able to convince them in July, came back to Italy to go to preseason, and then decided to stop playing and started focusing on the festival 100%. The city actually announced the festival. I saw it on the news and that’s how I knew we were 100% doing it. At the end of November, we met STUFISH who designed the stages but nobody really wanted to sign up as it was a year one festival nobody wanted to take the risk.

 

 

How did you change their minds?

 

I feel like we created a very strong brand and the stage design especially is what got the attention of the artists but at first it was extremely difficult. I just really stayed on top of them. Then once one big artist signed up it triggered everything. Rufus [Du Sol] took quite a bit of time to convince. It all happened super super super fast and became bigger than what we expected.

 

 

Was it important to you to do the festival in Fano? Was your connection to the community something that mattered to you?

 

Yeah 100% it’s where I grew up. My whole family on my mom's side is from here and no one thought it could actually be done (laughs). Bringing a festival to Fano… I mean nobody knows Fano. When you see the dates of the artists you see Ibiza, Madrid, and then you see Fano.

 

Did the people from Fano want to get involved with the festival?

 

A lot of people wanted to get involved and we had a lot of volunteers. Towns can be a little strange sometimes because they can be a little negative and hesitant so there was a lot of chit-chat. But yesterday we had a press conference and it was very positive because all the hotels in Fano were one hundred percent booked and everything was sold out. We brought a lot of tourism to the city. It was actually the most tourism that they've ever gotten so that was a big achievement. Even going forward, we’ll have a lot more support from the city because we’re bringing a lot of money to the city between the hotels and the restaurants and all that. That part meant a lot, especially because I did it with one of my best friends who was born in Fano.

 

 

Did your family come to the festival?

 

Yes, my dad was very supportive of this. He really liked the idea and helped me navigate all of the contracts with the agents because he's a lawyer. He was very involved in it. All of my family came. They all thought it was going to be a big rave. That was the word around town.. Everyone kept calling it a rave. Actually my mom stayed for ten hours with her friend and had so much fun. My Uncle who usually goes to bed at 9PM came and he was hanging on the techno stage smoking a cigarette. It was hilarious. To see that was amazing.

 

 

Did you help at all with the design or architecture for the stages?

 

Actually, I really don’t like festivals. I think they're very boring and all the same with a square stage and big LED screen. I just get bored. I get suffocated. So I wanted the stage to be in the middle. It creates this kind of flow where it could be empty in some areas, but that's the beauty of it because you can still see the DJ and dance but you're not stuck being too close to someone else. When I met with STUFISH I had drawn this really funny sketch on my iPad. At first, I showed him an image that I made with AI and they weren’t into it and then I showed them this stupid sketch and they loved it.

 

They had always wanted to do 360 design but no one wanted to do it. So we sat down and studied Roman architecture. It was inspired by the Arch of Augustus, which is located in Fano. So from my sketch, Zarya and Ric from STUFISH created that monster [The Temple]. It was risky to do 360 design. People in industry were completely against it.

 

 

Why is it risky?

 

Because it had never been done so nobody knew how it would go but I think it worked out and next year it'll be even bigger and much more full. I think we needed a strong brand to tap into the festival market, it couldn't just be another copy paste. Our marketing team did a really exceptional job with the storytelling.

 

 

Thanks for sharing all of this with me.

 

 

Thanks for coming, are you going to come back next year? It’s going to be even bigger.

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