Sprung Festival returns, but can a hip hop festival succeed?

Hip hop festival Sprung has announced its return this year after a 2013 its directors said left a ’dirty taste’ in their mouths.

Last year, the promoters of the Brisbane event decided to expand to Melbourne but were forced to cancel the date in September, less than a month out.

The festival’s co-Director Josh Taylor-Anderson cited issues with the venue and police over licensing, but the axing only added to Australia’s festival woes, particularly in light of recently-fallen hip hop festivals Movement, Rap City, Fat As Butter, Heatwave and Supafest.

Granted, the aforementioned festivals featured international headliners – who, in some cases, faced immigration issues – while Sprung and Sydney’s Come Together festival both exclusively feature Australian acts. But if Platinum-selling acts like Thundamentals and Bliss N Eso can’t keep a festival like Movement alive, then what elements will separate Sprung Festival from those that have so far fallen?

TMN spoke to Taylor-Anderson about continuing Sprung Festival for a fourth year in a frail market where no other hip hop festival has succeeded in the long-term.

Did you always plan to bring Sprung Brisbane back for a fourth year?
We never wanted to see it fall victim to the festival graveyard however we did need time to reflect on 2013, there was a moment there where we weren’t sure what we were going to do as Melbourne had affected us a great deal.

We knew that Brisbane was the home of Sprung and other than that moment, we never lost sight of ensuring its return.

Many hip hop festivals have failed to keep momentum in the past few years, what will you do to counter that?
Simply put, we answer to our fans, stay true to what we have successfully done from the get go and put on the best established and up-and-coming Australian hip hop that we can.

Expanding to Melbourne proved tricky last year, forcing you to cancel that leg. Why not give it another go with a different venue or a different city altogether?
We very much wanted to come back to Melbourne this year and make it up to the fans but unfortunately after support was withdrawn from the council and police we knew that trying to revisit the event would be unsuccessful.

We have considered other cities to expand to but at this stage we are reaffirming our stance as the largest all-Australian hip hop festival and aim to continue as an annual destination event.

What’s your view on the current hip hop scene in Australia compared to overseas?
I think we are on par with the US when it comes to the progression of the genre. We are now seeing a lot of acts take a welcome step off the traditional hip hop path and it is proving to hold audiences attention. We have some amazing artists here in Australia and alot of great up and comers that are bringing something new to the table.

Why do you think our hip hop acts aren’t well received internationally (aside from New Zealand)?
It’s like AFL in my opinion. It has its quintessential “Aussie” stamp on it and the Australian community holds on to it dearly. Also the roots of American hip hop are so deeply sown that at first listen its just not as palatable to their ear. Having said that I think the UK definitely has time for us and acts like the Hilltop Hoods can hold their own in the US.

Any clues on the headliner?
You know I can’t answer that.

Sprung Festival will be held on September 20 at The Eatons Hill Hotel and Entertainment Centre. Promoters will announce its all-Australian lineup this week.