In a creative landscape dominated by venues such as the nationally acclaimed Madison Square Garden and Staples Center, it can be difficult for big cities to create an image that will cement them as memorable and attractive to touring musicians.
Viva PHX 2015 might just help change that for Phoenix.
In an attempt to blend the vibrant culture of downtown Phoenix with an immense pool of independent musicians from around the globe, Viva PHX will be a must-see event for the musically adventurous, taking place on March 14.
Charlie Levy, owner and director of operations for Stateside Presents, said he is enthusiastic about the event's ability to attract hoards of music lovers of all ages and backgrounds,
"The diversity and quality of music is exceptional," Levy said. "If you're 55 and looking for mellow jazz, you'll find it. You'll even find cumbia (a genre of music originating from Latin America). Most of our music is indie, but we try to grab from all genres."
The festival will showcase over 80 bands on 20 stages within walking distance of each other in downtown Phoenix. Venues include traditional concert stages such as Crescent Ballroom and Monarch Theatre, as well as more unconventional spaces, including the Phoenix Masonic Temple and Crescent de Zocalo.
According to Levy, each band will play about a 45-minute set, and the current lineup includes local favorites Jared and the Mill and Playboy Manbaby, as well as nationally recognized acts Andrew W.K., Coolio and Twin Shadow. Many of the scheduled bands will be stopping at Viva PHX on their way to the South by Southwest music festival in Austin, Texas.
In addition to its dynamic locations and diverse lineups, Viva PHX will be unique in the fact that it offers an escape from the traditional stagnancy of the larger music festivals that take place in a large field or some other expansive venue, in Levy's opinion.
Although the concept of having so many bands and so little time can seem very overwhelming, Levy encourages attendees to come with an open mind and take a chance on an unknown band while exploring a remarkable urban landscape.
"Downtown Phoenix is a really up-and-coming area, and this is a great way to showcase it," Levy said. "It's very unique to Arizona."
Levy also highlights the opportunity this festival will give its visitors to "discover great new music and their new favorite bands." The experience of running around the city's modern hotspots and historical landmarks is certainly a unique way to simultaneously discover the best of Phoenix and international talent.
Overall, Levy believes in the potential for Phoenix to continue blossoming into a notable destination for artists and musicians, and believes that the people have the power to expand its impact even further. He sees Phoenix's impact as somewhat of a chain reaction that starts with the devotion of interested residents.
"The more people that come out to shows and support them, the more these venues are able to bring in more bands, and the more venues will open," Levy said. "It's up to the people of Phoenix to support live music, and the more they support it, the more it will grow."
He hopes Viva PHX's second year will draw even bigger crowds and a fresh appreciation for the city's potential to produce and foster innovative talent.
"All we can do is put it out there," Levy added. "It's up to everyone that comes to embrace it."
Tickets are available to purchase for $18 (for now) on Viva PHX's website and TicketFly, as well as in-person at the Crescent Ballroom and Stinkweeds Records.
Reach the reporter at celina.jimenez@asu.edu or on Twitter @lina_lauren.
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