We sat down and chatted to the wonderful organisers of Destination Festival the other day about their upcoming 2026 edition, their plans for the future and the current state of the scene. Check it all out below!
The event is just a couple of months away now, right? What can we expect?
That’s right! Yeah, we’re getting close, yeah.
Two and a half, just under.
I know there’s some fantastic bands, the lineup’s awesome! I imagine there’s some surprises and some cool stuff going on as well.
There always is, we do try. As far as the cool surprises, let’s get the cool surprises out of the way first, shall we? And I think if I told you what the surprises were, and then it isn’t a surprise! We just recently announced on social media that, our first band could be somebody that is well-known, and everybody knows who they are. I think just a tiny bit of investigation wouldn’t go amiss! But what nobody knows yet, and you’ll be the first one to know along with everybody else, is that there won’t just be one rock superstar, legend on the stage. There’ll be two of them, well-being well!
From the point of view of us, it’s a good thing to do, for people turning up from the get-go. Because you often get with all sorts of shows, people will be there all day and others also drift in halfway through, and there’ll be people who are here for certain bands, and they’re like, ‘Oh, well, we’re not bothered’. So, come in! It’s not going to cost you any more, and if you don’t, you might be kicking yourself later!
We’ve had a couple of lineup changes, but we are really, really happy with the bands that we’ve got. Everybody’s been super supportive this year. It feels to be a bit of a unity this year. A bit more of a unity. Everybody’s a bit more helpful to each other. It’s nice. Band promoters, everybody working together. It’s cool!
You guys have been in the festival game for a few years now. How would you say the scene has changed over time? Do you approach things any differently?
Well, we’ve been doing this since 2017, so that’s nine years now. And we’ve been through a few changes of purpose, direction. But yeah, Rock in the Bowl matured nicely, and then it was time to rebrand. So, now it’s called Destination. Last year, we had to change venues last minute, so it was Destination Forge. Just to let people know, just to make it completely clearly obvious where we’re going to be. But, we really like our venue now. We’ve kind of bedded in nicely. We have a good conversation with the owners and things are running smoothly, so Destination it is.
The New Wave Of Classic Rock movement was a big thing to happen during this time. And that changed a lot, brought the focus onto younger bands. And they’ve always been in focus for the people that are, that are looking, but it really helped create that community, and, uh, people sourcing their music even more from newer bands than older ones. It’s also great to see so many shows hosting younger bands who’ve only been going for a few years, still being successful, still drawing the audience. I feel like, in a way, we’ve helped that along as much as we can, by choosing bands that we think are up-and-coming but really, really good, and they deserve a bigger stage to perform at!
What do you make of the current scene?
It’s good to see bands breaking out a little bit, and just leveling up. We were lucky enough… we had those damn crows on the bill. On the one that never happened. By the time we got the chance to go again, Crows were suddenly…we were lucky enough that they remembered us, and are decent people, so they kept their obligations. They gave us the Corporation gig for us, jt was awesome! There’s so many bands along the way that we’re sort of looking at and about half a year later and thinking, ‘There’s no way anybody’s going to get them for the same price that they got them for last year’. Because they’re just storming it. And it’s really nice to see. And it’s going to be interesting to see who will be the next one to sort of level up a bit!
We were quite happy with Chez’s success over this new album release. She’s done such a fantastic job, and she worked so bloody hard for it, as well. And people have been there for her, they’ve supported her all the way through, from the presales, from all the intimate meet-and-greets, to the bigger gigs, to the hopefully headlining shows in the future! And she’s breaking into Europe nicely as well, Sweden seems to be her go-to destination.
But, circling back round to the original question, audiences are still slightly cautious about picking, buying. And we’ll see, I don’t want to focus on negatives, but we do see a lot of cancellations at the moment. And I think it’s not that people don’t want to. They’re having to, instead of going to them all, they’re having to choose specific. Because the money isn’t going as far as it used to.
We can look at all the little festivals that going around, and you look at the lineup, and you’re like, ‘Well, they’re all great’. Yeah. They’re all great lineups. But I think what it’s not just the lineup that brings people back again. It’s how well you connect with them. And as far as I can see, almost every small festival does the same thing. At this level, I think that personal touch is what people like.
I imagine you’re at least tentatively planning something for next year, have you got some stuff in the works?
Next year, we’ve been approached by bigger bands than we’ve got this year. And that’s about as far as I can let you know! Before we came back again, and it wasn’t like starting over, but everybody was a little bit tentative first time round. And after last year, people were like, ‘Okay, you brought in Kris Barras, you did this, you did this, you did this.’ It worked, and it was nice. It was good. And then this year, we changed the name, but that’s pretty much all. And that was simply because of the change of venue. And then we put this lineup on. So I think the agents and the people who do watch everybody said, ‘Okay, seems like they’re not messing about. Let’s, how do you fancy having Bla’.
You’re pretty active and up on the whole social media side of things. Do you have any advice for people just starting out, in that regard?
Definitely, yes. Um, so this year we decided to try a risky strategy because we were getting social media fatigue, if you can call it that. You keep banging out posts and you’re reaching 10 people. And you don’t quite understand why because you’ve done everything right. And it can be really, really disheartening and demotivating. So, a good old flyer in the hand, and then going and show your face, and talk to people. Go to other events, buy tickets to other events, go as a band as a presence, and show yourself to the people, and talk to them. Have a little QR code on you, you know? Be there in person if you can!
But one thing for people who are starting out, be not cautious, but just relax a bit. If you’ve got your online poster and you’re just banging that out 10 times a day, every single day, it just becomes background noise to people. All they’ll do is just they scroll past, they scroll past. It’s nothing special. Vary your posts. The algorithm favours faces and videos. You only have to look at bands like Not Now Normal or LN, see how well videos are doing for them!
How do you feel about the rise in AI in the industry these days?
When digital art first came out, people were saying, ‘That’s it, that’s the end of all artists’. When Wikipedia came out, people said, ‘That’s it, that’s the end of all knowledge’. Yeah, AI is similar. Yes, it’s moving very fast. It’s getting it’s getting everywhere and you can really tell the difference when you look at it. But there’s nothing wrong with using it to generate ideas. Once you get that… it’s just like a quick digital art search, but it draws it for you. But then take that idea and play with it, or if you’ve got the cash, give it to a real artist. But still use it, it’s a tool. And be mindful of the mistakes it makes. Not everybody wants to see a generic Rockstar with a guitar and flames coming out!
What we tend to do as we design each poster, each t-shirt or anything, we’ll just start with an idea, our own idea. We don’t say to AI, ‘Give us an idea’. But we come up with our own ideas, we write them down, and then we go on to AI, or chat GPT, or whatever it is and just go, ‘Okay, if we did that, what do you think it would look like?’ and it’ll fire something back and we know that, oh, okay, no, that’s terrible! We don’t take it and copy it, we’ll write it down. And then when we’ve got all of the things that we put together, we send it, we give it back to AI and said, ‘Okay, this’. And it’ll kick something out, and then we’re like, ‘Mmm, that makes Better’. Okay, it’s kind of what we’re looking at. And then, we don’t copy paste it. When we know what we think looks good enough, then we say, ‘Okay, thank you very much, AI’. We remove it. And we go and do that. But we basically created it every step. We use AI to show us what it might look like before I spend hours on a desk, creating it!
There might be people out there watching who think that’s tutt-tuts, yes. Because of the energy used. Yes, we are aware of it. We know it needs cooling. But, it’s better than generating pictures of funny cats!
