"It's all about gut feeling" – IW Festival boss on what makes a true headliner

Yahoo

08-06-2025

Isle of Wight Festival promoter John Giddings has revealed that when it comes to booking headline acts, social media clout comes a distant second to old-fashioned instinct.
The long-time organiser of the Island's biggest music event says a performer's ability to connect with a real crowd is what truly matters – and no number of TikTok views can replace that.
'It's gut feeling, really,' said Mr Giddings.
'I've learned the hard way in my years in the music business that some people might have sold a lot of records, but they're useless when it comes to performing.'
Crowd scene at the main stage at Isle of Wight Festival 2024 (Image: Paul Blackley / IWCP)
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While he appreciates the appeal of digital fame, he's seen its limits.
"I do know artists who've had a million views on TikTok, who can't sell 300 tickets at a club in London.
"Just because all these people want to watch them on socials, doesn't mean they're going to pay money to go and see them in a field," Mr Giddings added.
The 72-year-old, who has brought the festival back to life since its relaunch in 2002, knows a thing or two about putting on a show.
From U2 and Madonna to Phil Collins and Blondie, he's worked with some of the biggest names in music.
Speaking to the PA news agency, Mr Giddings explained that picking the right acts for Seaclose Park is about more than numbers.
'You want to book acts that have a catalogue that's going to entertain an audience for an hour, hour and a half,' he said.
'And someone who's capable of performing to an audience of 50,000 people in a field, because they need to be able to project, to entertain."
Crowd scene at the main stage at Isle of Wight Festival 2024 (Image: Paul Blackley / IWCP)
Mr Giddings, who runs his music agency Solo out of London, says finding fresh talent is a vital part of the job.
'Because I'm older, we book acts from past, present and future,' he said.
'There's a discussion in the office as to what new bands are coming up, and you're projecting as to what they're going to be doing in the year's or nine months' time.'
There's also room for fresh ideas from all corners of the operation.
'If the truck driver comes up with a good idea and it's a better idea than mine, then go for it,' said Mr Giddings.
'We've got 15 stages on the Isle of Wight, so whatever stage you're at in your career, you can play one of those stages.'
Jay-Z, who headlined Friday night at the Isle of Wight Festival in 2010
Looking back on the magic moments over the years, one in particular stands out – Jay Z.
'I remember thinking 50,000 people couldn't go wilder, and then Kanye West walked on with them, and it exploded.
'I turned to my left, and there was Beyonce standing there – I thought 'It couldn't get better than this'.'
Now, with more than two decades of organising the modern incarnation under his belt, his passion is undimmed.
'I absolutely love it, which is my downfall because I work all the time, I never think I've actually had a job,' he said.
'It's the most satisfying thing ever to provide entertainment for people.'