«Zero forays into pop next year. We start again from classic rock, with a bit of punk. To return to the glories of the past.” After the “contaminations” that made some “hard and pure” grumble – Ed Sheeran and Maroon 5 to cite the most sensational cases – and after an all-metal edition, the one that ends tonight with Tool, the future of Firenze Rocks will run on these tracks. Word of Roberto De Luca, president of Live Nation which has been organizing the festival at the Visarno Arena since 2017.
What do you feel you can promise the public, De Luca?
«That from 12 to 15 June 2025 they will have a complete, very rock festival. I already have some names but, for good luck…”
When will you announce them?
“By September”.
What reflections do you feel you should make about the 2024 edition?
«We missed the great artist. It had to be Green Day or Metallica. We had to move Green Day to Milan for logistical reasons, but my intention was to have them tonight in Florence.”
Instead we have Tool. In 2019 they had a great concert.
«We tried to open up to groups that aren’t particularly well-known, who don’t have a huge fan base, because it was a complex year for many festivals: there were a bit of a lack of headliners everywhere. So we had a lower turnout than in the past. But next year you will see…”
Your assessment of the six editions overall?
“Very positive. We have established Florence as a place that can rival Milan on equal terms in terms of musical offerings. It’s a fact that makes me proud. And the Firenze Rocks brand has caught on.”
With some criticism.
«Without it, what would life be like?»
There are those who speak of a disengagement from Florence, as if you had stopped believing in it…
«We believe in it intensely instead. The agreement for the use of Visarno still lasts for another three years.”
For those who do business, “believing in it” is synonymous with “investing”.
«And we invest regularly, even when we are at a loss, to keep the brand alive. We’re talking about several million in each edition.”
With satisfactory returns?
«In 2019 we had 42 million of relapses».
Have you ever considered another location?
«I really like what we have: close to the center and the station, reachable on foot. Of course, I would prefer it to be bigger, to be able to set up a campsite that gives Firenze Rocks a connotation even more in line with the big international festivals such as Coachella, Lollapalooza, Glastonbury. I’m considering using the backstage area for a small campsite. Maybe with mini bungalows. But I have to understand if the superintendent agrees.”
Farmhouses promoted even if they are identified as the place of drug dealing?
«Music also serves to provide an answer to these problems. They should multiply it in the park.”
The highest and lowest point of Firenze Rocks?
«The best moment was the debut, the first year. From a musical point of view I haven’t seen any low points. In terms of turnout, well, last year and this year were the least satisfactory.”
You also chose two bands who have already come in the past, Avenged Sevenfold and Tool…
«Eddie Vedder also came twice. Others will return. After 3 or 4 years it’s fine.”
What is Visarno missing?
«With a larger space we could build two or three stages. Big international festivals host 60-70 artists, instead of the 15-20 we can do. Also differentiating the offer. There is a sort of “religion” of the festival abroad which is growing here now but we are still far from certain standards: the aim must be that one buys the ticket for Firenze Rocks a year in advance without knowing who will come to play, on the trust”.
The format does not change.
«There isn’t another one: if you want to have a festival, it’s that stuff. Otherwise you do a series of concerts, which is different.”
You often “lend” your artists to Lucca Summer. Why help a competitor?
«Yes, I help a competitor, and it would be nice to have some reciprocity. But we have to think about the good of the artists: for Eric Clapton there was a seated audience and at Firenze Rocks it wouldn’t have been possible, it’s not “for a festival”».
Can Firenze Rocks aspire to become more important than Lucca Summer?
«In 2019 and 2022, with over 200 thousand spectators, were we inferior? But it is wrong to make comparisons: ours is a festival, Lucca Summer is not, it is a series of concerts.”
Will we ever see Måneskin?
“I wanted them this year, I asked them, but they couldn’t on these dates.”
Who do you dream of bringing?
«Bruce Springsteen».
The Live Nation boss’s wishes aren’t just wishes…
«He’s the Boss, not me».
