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In Music

Thomas is one of the main talent buyers at Summerfest. (PHOTO: Whitney Teska)

In Music

Thomas at his desk, where the bulk of the work takes place each year. (PHOTO: Whitney Teska)

In Music

Of course, for a couple weeks, all the action happens out here. (PHOTO: Whitney Teska)

Milwaukee Talks: Summerfest's Vic Thomas


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OMC: What do you say to those that love to criticize the talent buying at Summerfest?

VT: Prove me wrong! If I don't book your band / act then show me that I was wrong. Have the numbers, critical acclaim or the press to show me (and) Summerfest that we should book your act or style of music.

OMC: Is there anything to the criticisms in your mind? That is, is there something that people complain about that you also wish could change?

VT: Well, I wish that funds were unlimited and that we ran year-round. And that we could book all of the deserving bands, all of the new and up and comers, all of the great classic bands that are out there. I wish we could do it all. But we can't and we only have 11 days, x amount of stages and only x amount of money.

OMC: What did you book this year that your most excited to see?

VT: Among the nationals, Stevie Wonder, They Might Be Giants, Marcia Ball / Terrance Simien, Michael Franti, A Tribute to James Brown, Otis Taylor, Zappa Plays Zappa, Willie Colon, Javier Garcia, Rodrigo and Gabriella, and EWF, The New Orleans day on June 29 -- Bryan Lee, Trombone Shorty, Bonerama, Galactic. Of the early headliners, Drive By Truckers, Paul Thorn, Alejandro Escovedo, Lucinda Williams, Derek Trucks and Susan Tesdechi, Matisyahu.

Of non-nationals, Soul Food, T-Man and the Young Guns, Freddie Lee, Rumbrava f/ Mrs. Fun, De La Buena, Spanglish, Madisalsa, Growing Nation, Chick Singer Night, Lucky Diop Kassumai Project.

OMC: Did anything you really wanted to bring to Summerfest this year just not happen?

VT: Citizen Cope, Frankie Beverly & Maze, Anthony Hamilton, George Clinton.

OMC: Why is it that things you want sometimes don't come through?

VT: The question can be taken a few different levels. If you're asking why things that I want personally don't happen, well I have a boss like everyone else and the Entertainment Director (Bob Babisch) is the final say on all bookings that happen at Summerfest.

If you're asking in the collective, regarding Summerfest booking, then we have to deal with a whole bunch of factors. Summerfest is 11 days, the last Thursday in June until the second Sunday in July. So if a particular artist is not touring this time, then we are SOL. Our time frame, is an extremely popular time for booking / festivals across the U.S. and in Europe. So, many of the signature artists that we may be looking for are being courted by many festivals.

Then we have to deal with budgets. We have a budget for each stage area. Bottom line, we have to provide 11 days of headliners on each stage and we have to make hard decisions like anyone else who has a budget and provide the best line-up that we can within the budget provided. Finally, we have to look at the diversity of our line-up. Rock and all of its permutations are important to us, along with R&B / urban / hip-hop, Latin, country, world beat / reggae, blues / roots, etc.

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Talkbacks

CoolerKing | June 24, 2008 at 7:51 a.m. (report)

For myself, less and less bands have been appealing to me on their schedule. Yes, it's a tough responsibility to try and please everyone. There's also the problem of tour schedules aligning properly for a stop in Milwaukee. However, there's plenty of NEWER bands that appeal to a variety of people and both new and established bands willing to "dogleg" from their itinerary if the price is right. Anyway, I attend a little more this year than I did last. I get the feeling there's going to be lots of elbow room this year.

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Johnnychops | June 23, 2008 at 9:56 a.m. (report)

Vic has a tough job. There are many bands competing for a spot on a limited roster. Some years I've looked at the line-up and couldn't see all the bands I wanted to, other years no one interested me. Can't please everybody all the time. I will say this...original music artists should always be there. I can here cover bands ANYWHERE! Vic...you're doing a great job.

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rnzh102 | June 23, 2008 at 9:20 a.m. (report)

I think Vic's done a great job of keeping the music diverse and always bringing in good local talent to compliment the national acts. Do I like every band that comes? Not even close, but then again, Summerfest is catering to over 1,000,000 visitors and I always find my 5-10 bands that I really want to see. Thanks Vic.

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