Fuji Rock turned 18 this year, an age when newly minted adults are able to drink and drive in many countries (if not Japan).
Promoter Smash marked Fuji’s coming of age quietly. Japan’s marquee rock festival isn’t the rapidly growing sprout of its early years. Instead, like its model Glastonbury, Fuji Rock has reached a stage of maturity where few surprises are expected, but it can still be trusted to deliver an unmatched feast of sounds—and offer a snapshot into the state of international music in Japan.
For some perspective consider the following: when Fuji began in 1997, this year’s headliners, Canada’s ambitious Arcade Fire were still fresh-faced teenagers. Late-breaking New Zealand songstress Lorde was an eight-month-old infant.
With Japan’s youth population in a tailspin, Smash has had to cultivate the loyalty of its aging rock demographic. This it’s done in style by building its kids area into a memorable Tarzan-adventure treat (disclosure: I attended with son in tow for the first time).
The quoted attendance of 102,000 over three days was down a bit from peak years, but among the revelers was a growing contingent of families. Cultivating a multigenerational audience—long a goal of Smash boss Masa Hidaka—and attracting more folks from overseas (Chinese accents were heard frequently this year), look to be the key to maintaining Fuji’s run of success.
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