In the bustling world of music festivals, one name has started to stand out—Vlad, a passionate festival organizer with a mission to bring the most eclectic and electrifying lineup to his annual event. What sets Vlad apart is his relentless pursuit of international talent, ensuring that every year his festival, Holzstock, is not just a gathering of artists but a celebration of global sounds and cultures.
The Vision Behind Holzstock
Vlad’s journey into the festival scene started years ago as a local event planner. With a keen ear for undiscovered talent and an insatiable curiosity for different music genres, he decided to take his love for music to the next level. He envisioned a festival where indie rock bands from Argentina could share the stage with psychedelic artists from Japan, where an African jazz ensemble could blend seamlessly with electronic DJs from Berlin.
Holzstock takes place in a breathtaking and historic setting—a fortified church in Hosman, near Sibiu. This unique venue adds to the festival’s charm, blending centuries-old architecture with modern musical innovation, creating an unforgettable experience for both artists and attendees.
Scouting the World for Hidden Gems
Vlad’s search for the perfect lineup takes him all over the globe. He doesn’t just rely on mainstream industry trends; instead, he immerses himself in underground scenes, visiting small venues, attending local festivals, and even scrolling through obscure music forums to uncover rising stars.
One of his most effective tools is social media. Platforms like Instagram, YouTube, and SoundCloud allow him to discover artists who have a dedicated following but haven’t yet broken into the international festival circuit. He also collaborates with music scouts and local promoters who help him navigate the music landscapes of different regions.
“I look for artists who have a unique sound and an undeniable stage presence,” Vlad explains. “It’s not just about the number of followers they have; it’s about how they connect with an audience and bring something fresh to the table.”
The Challenges of Booking International Artists
Of course, bringing together artists from all corners of the world isn’t without its challenges. Visa issues, travel logistics, and budget constraints are constant hurdles. Vlad often works closely with embassies and legal teams to ensure that international musicians can perform without bureaucratic setbacks.
Another major obstacle is funding. Sponsorship deals and partnerships with cultural organizations help alleviate costs, but Vlad also employs a strategic ticketing model that supports artist fees without inflating festival prices for attendees. His goal is to keep Holzstock accessible while fairly compensating performers.
Creating a Cultural Experience
Beyond just the music, Vlad aims to make Holzstock a cultural exchange. He includes panels and workshops where artists can share their musical influences, traditions, and creative processes. Festival-goers not only discover new bands but also gain insight into the cultural backgrounds that shape their sound.
One of his proudest moments was curating a collaboration between a Scandinavian folk group and a traditional Mongolian throat singer. “It was magic,” he recalls. “Watching two completely different musical traditions blend into something new is what makes this job so rewarding.”
The Future of Holzstock
With each passing year, Holzstock gains more recognition, attracting both fans and industry professionals looking for the next big thing. His dream is to expand beyond a single annual event and create a touring festival that brings international acts to new audiences worldwide.
“I want people to leave the festival not just with a list of new favorite bands but with a deeper appreciation for global music,” Vlad says. “Music has the power to connect us beyond language and geography. That’s what Holzstock is all about.”
As he continues his global hunt for talent, one thing is certain—Holzstock is more than just an event. It’s a movement, one that brings the world’s most exciting sounds to one stage, year after year.