8/13/11 First Niagra Pavilion
Burgettstown, PA
Quick Facts
Attendance: Estimated 7000 (capacity is 23,000, ouch)
Median age: 25
Setup: First Niagra’s amphitheater is used as the main stage (Skullcandy Stage). Another stage (Rockstar Stage) is erected in a parking lot area opposite the main stage. There is another smaller stage (Advent Stage) in the venue’s plaza area.
Garb: Some Grateful Dead t-shirts, lots of hats and sunglasses, lots of bright colors.
Crowd: Young crowd, most people look pretty in-shape, seems mid to upper-class with your occasional wook. These kids are definitely down to party and listen to music.
Review
I had some pretty high hopes for this show. Over the last couple years, it seems that EDM is finally getting the mainstream attention that it has enjoyed in Europe for the past decade. Unfortunately, none of these artists can consistently draw at venues with a capacity over 5k. Solution: Identity Festival.
Taking a page out of the jam band and alternative scenes of the early 90s, Identity is EDM’s version of H.O.R.D.E. or Lollapalooza (the touring festival, not to be confused with the annual juggernaut in Chicago). The basic idea of this type of festival is to gather enough similar artists that have no chance of playing large outdoor amphitheaters and hopefully bring in enough different fan bases to justify booking such a large venue. While this worked well for those two aforementioned festivals, Identity has, so far, not fared so well. First Niagra was only the third show on the tour but rumored ticket sales have been very low. In fact, through a sponsorship subsidized ticket deal, me and my friend got our tickets for only $20 (regular ticket price was around $63). But just because a show is incredibly undersold doesn’t mean we can’t have fun, right?
Music is advertised to run from 1 to 11 pm. We arrived around 2 but hung out around the parking lot for a few hours. The EDM crowd is unique in that it seems the majority are young as hell. This is the only show that I’ve seen police arrest and pile concert goers into a paddy wagon. At first we thought that it was for people (specifically girls) drinking that were under 21. With the help of a police officer, we figured out that it was for girls drinking that were under 18. It’s in my opinion that if you need a permission slip to go on a school field trip, you shouldn’t be coming to things like this.
With that behind us, we enter the venue and head to Rockstar’s Dim Mak stage for the Crystal Method.
The Crystal Method have been playing since the 90s and were one of the acts on the bill that I recognized. Playing to a relatively large, shallow crowd, it was easy to get close and dance for a bit. A cool thing about seeing bands that aren’t popular is the passion of the crowd. At no time did I notice people standing around talking or just watching the band. These people were here to dance. After about 40 minutes of dancing in the hot sun, me and my buddy headed over to the covered Skullcandy stage to see the Disco Biscuits.
Bisco was one of the main reasons I came to Identity. While their brand of jamtronica disgusts EDM purists and might make them seem out of place on the lineup, they draw crowds. In fact, they drew an estimated 17,000 to their annual summer music festival, Camp Bisco, in New York a month before. If I were to guess, I would say that the promoters brought them on as a safety net to make sure some people would show up to this experiment of a festival. That’s fine with me because I’m a sucker for any jam band that was in the scene when I started seeing shows a few years ago. I was also happy to be sitting in the shade.
I’ve seen the Disco Biscuits once every summer since 2008 and have noticed a transition in the direction of the band. In 2006-07, they were heralded as one of the next big jam bands because of their young, passionate fans and lengthy shows. They were going on tours with non-electric artists like Umphrey’s Mcgee and making stops at all the major multi-genre jam band festivals like Wakarusa and All Good. Over the past few years, though, it seems that the jamtronica scene has gotten large enough that Bisco no longer needs to play the jam band festivals and would much rather play festivals with a heavier electronic influence. This is probably a good thing as their fans mesh way better with STS9 and Bassnectar’s crowd than they did with fans of moe. or Gov’t Mule.
The boys played just one hour-long set, as opposed to the usual two. We stuck around to see a bit of Rusko’s dubstep but headed back to the Rockstar Stage for DJ Shadow.
Above is a picture of DJ Shadow performing inside of a half white, half clear sphere. Needless to say the show was pretty interesting. We danced for awhile but had pretty much had our fill of beats and bright lights. We passed House superstar Kaskade spinning part of Dire Strait’s “Money for Nothing” on the way out. Definitely a good note to leave on.
Overall Thoughts
For $20, I was happy with my experience at Identity. It was a good chance to see a different set of artists than the usual and experience a different kind of crowd. Unfortunately, I highly doubt that it will return next year as a touring festival. I have no idea what their business model is but I can’t imagine they will turn a profit with such low attendance even after a sponsor discounted ticket prices. They might not do too bad if more people turn out when they travel to major markets. If it does return, it will be much more scaled back and probably only hit major markets or maybe just be a one date event. Either way, it will definitely be on my radar.
Until next time,
Lotrat
































