by Ian Carroll
Another weapon in our armoury was the 'Skinker' desktop alerts application that users could download from the website. Whenever we had something to announce, whether it was a line-up confirmation, a new poll on the forums or just our weekly Friday afternoon joke, the Download Dog would suddenly bound onto the user's desktop, growling as the content pinged-up in a little box! It was cutting edge stuff and Download won several prestigious technology awards for our application of the gizmo. Sadly, Skinkers did not make the final cut in digital's fast moving edit suite, but for a time, you were no-one if you didn't have one and Download remains the first and only music festival that did.
As well as an exciting and fun project, the experience of working for Download was hugely insightful to us. VF was a bedroom-grown operation and I certainly had no formal management or leadership training. So we all, especially me, learned a great deal from our privileged glimpse inside the mechanics of such a big festival. Every fortnight, there would be a Production Meeting at Clear Channel HQ, with all the people responsible for different parts of the event (such as site production, talent booking, PR, marketing, sponsorship, ticketing and my department - online) sitting around a vast boardroom table, reporting in to Stuart Galbraith, who would chair. These could go on for hours at a time, but I always found them absolutely fascinating, both to see how a major festival was put together, and a large organisation managed. It always impressed me how hands-on Stuart was in every minute detail of the operation as he went around the table firing questions from his hand-written notes. Now and again he'd shoot one over to me, and some of the others would roll their eyes, but he always listened intently to every word I said, reinforcing how much he understood and valued the potential of online, which was rare in this industry back then.
If the planning stages were eye-opening, the event itself was off the scale. I had forged a career out of blagging my way backstage over the years, but at last I was given an official All Areas pass. I could legitimately go anywhere, even on the stage. Milk it for England? Would have been a crime not to.
Our main job on-site in that year (2004) was to produce the official coverage of the event, for Download's website. Although I had hundreds of talented, proven writers to call on from VF's barracks, I thought it would nice to involve some kids from Download's forums, real fans for whom the opportunity would really mean something special. Over the preceding months, we had invited creative fans from the message boards (‘boardies’) to write various editorial preview features and festival survival guides. The best writers were selected for my official festival reviews team (and given backstage passes), and their submissions published in the festival's printed programme. This level of official fan involvement had never been done before and it went a long way in fortifying Download's community. So my little squad would appear intermittently in our backstage portakabin throughout the day, handing over their scrawls on scraps of paper which I would type up and instantly upload to the website giving a running fans' eye commentary of the festival as it unfolded - another first. I know that at least one of these kids has since made a great career as a music journalist; see - the Download Dog made dreams come true.
As the crowds flocked back to their tents for the final time at the end of the 2004 event, Download was well and truly on the map as a major festival, and its online profile was already streets ahead of anything else in the market and picking up awards. Despite an incident where the organisers caught one of VF's photographers partaking in some off-limits 'rock n' roll' in our portakabin (oops), we were praised for our good work and retained to do it all over again the following year. In the big post-event debrief meeting back at Clear Channel towers, the value of the festival's online following was asserted in no uncertain terms when I produced a report I had compiled from comprehensive feedback posted by festival-goers on the boards. Stuart then referenced this document as the basis for the majority of the discussion, ensuring that the fans’ wishes were at the forefront of the improvements made the following year. This process would, in later years, expand into an informal physical meeting between the senior promoters and groups of boardies to discuss face-to-face.
It was a monstrous lesson in pulling triumph from the jaws of disaster. The festival's organisers faced a worst case scenario when it transpired that the headliner's drummer, Lars Ulrich, was not 'well' enough to perform. It was too short notice to draft in a replacement act and how do you tell 75,000 rampant rock kids that the band they paid £100 to come and see wouldn't be playing? The backstage compound was a place of panic that day, to say the least.
Metallica then stepped up and proved why they're the biggest hard rock band in the world and, rather than pulling the show and wasting the fans' money, they delivered the most unique, thrilling and historic gig of their career to date. It involved drafting in a revolving cast of guest drummers from other bands on the day's bill, like Slipknot and Slayer.
From my vantage point, illegally stowed between some flight cases on the stage (long story), seeing the awe-struck faces of the crowd in front of me, the band at the side of me clearly enjoying this exciting break from their usual tight routine and the utter sense of relief on the faces of the organisers behind me (who had feared a riot) is indelibly etched on my memory as one of the most amazing experiences of my life.
The most poignant moment of all for me was at the end of the gig, seeing Slipknot’s Joey Jordison (who had proven the best and most frequently used replacement of the night) run down the stairs at the back of the stage into the waiting arms of his un-masked bandmates who all hugged him, beaming with pride, Corey Taylor proclaiming: “You just made rock history dude!”. I think I had a little tear!”
Steve Jenner (Founder of Virtual Festivals.com & UK Festival Awards)
“This was the year that "VIP camping" (later to be named R.I.P. - Rest In Peace) was launched, and I decided to go this route. Arriving at site, checking in and being handed a goodie bag with t-shirt, program and a few other bits & pieces was a nice way to get setup. Tent up, we managed to meet up with a couple of people we'd met from the boards. Download was still a two day festival at this point (though this was the first time a third stage had been introduced) so as it was the Friday it was a case of settle in, have a few beers and get ready for the music.
The VIP route in was through the paddocks (exciting to see all the tour busses parked up here), through a tunnel and then out into the arena from behind the second stage.
Memorable bands - Iggy Pop and the stage invasion. The sight of 200 of the crowd vaulting over the barriers and then dancing & head banging on the stage. One guy even ‘airguitared’ his way in front of the speakers/screens, no doubt a lifelong ambition realised.
On the Sunday it was the 60th Anniversary of D-Day and Breed 77 were the only British band on the bill (Their home, Gibraltar being a British Colony). Knowing Breed 77, we'd mentioned this to them a couple of weeks earlier and they acknowledged the date by using a Winston Churchill speech as their intro. This had the impact on me and my girlfriend Carrie of being the first time someone we knew playing the stage, and one of our suggestions making a dent on the events of the festival.
Slayer missed their slot (apparently the band were there but their crew and equipment had got lost!), having to play later on the second stage and bumping Damageplan to the mainstage. Not many people knew who Damageplan were, but when vocalist Pat Lachmann drawled "We've seen the backpacks, the Pantera shirts out there. We're gonna put this one to bed right here...” Dimebags guitar shrilled out the riff to ‘Walk’ and an arena full of sunbathers woke up and rushed the front. Six months later it became a very poignant performance...
The main thing I remember is being hypnotised by Slipknot (the first time I had seen them) and having such a good time that after Korn had played I only realised that Metallica were late on about 30 minutes after they were due on.
About this time people started worrying - Metallica weren't known to be late starters - and James shuffled on stage about 30 minu
tes later to inform us that Metallica would be a 3 piece that evening. Some were gutted to not be seeing a full Metallica show, but I enjoyed the piece of rock history we were given. It was quite something to see Joey Jordison in full Slipknot gear give Lars a run for his money.”
Phil Hull (Download Forum Administrator)
2005
Feeder,
Black Sabbath,
System of a Down
Now expanded to a 3 day festival and featuring 'Ozzfest day' as part of the line-up on the Saturday, Download was steadily growing year by year.
The Download Fan Forum was now very much an integral part of the festival set up and organisers Live Nation were very happy to listen to the moans and groans of the online community and take notice of their concerns; line-up suggestions and recommendations were also listened to by the organisers.
Friday on the mainstage was unlike any other Download day before and since and featured several indie bands including JJ72, The Others, Garbage and headliners Feeder. Friday night on the 2nd stage saw a very busy headline set by Billy Idol, with a lot of the mainstage crowd packing out the tent. Other bands on the 2nd stage included My Chemical Romance, The Used and a pre-Eurovision win Lordi from Finland, who would return two years later.
Saturday was 'Ozzfest Day', headlined by Black Sabbath with amazing supporting bill, including the re-formed classic line-up of Anthrax with Joey Belladonna back on vocal duties, a return by Bowling For Soup & HIM, Velvet Revolver in the 'special guest' slot and the Donington debut at 11am by a little known band, at the time, Trivium.
The second stage saw the Swedish sensations In Flames closing the day with a supporting cast of up and coming metal bands Chimaira, Lamb Of God, Unearth and Bullet For My Valentine.
The third day featured a record breaking attempt at performing a set whilst suspended from the ceiling of the stage with hooks through his back by Matt Zane of Society 1, which was one of the most photographed sets of the day.
System Of A Down closed the festival with an amazing and so far only UK festival headline appearance. Third on the bill was Slipknot who would be back for their first headline appearance in 2009.
Motorhead were the headliners on the second stage and Lemmy also came on for one song with MC5 who played just before them.
Therapy? headlined the third stage, making their return to Donington and their first appearance at Download.
Another successful year and the last time that the 'indie day' took place, but it was the third year and the festival was developing all the time and getting better each year.
“Seattle is a long, long way away from here and you knew about Donington. We had Mattel Hot Wheels [model cars] and one of the tracks was Donington and with the rock festival also it became this exotic thing. Around the world this is considered the Mother Of All Festivals. If you’re included on Download, it’s the one. There’s great festivals – Rock In Rio, Rock Am Ring – but this is the one. If you’re a hard rock band this is where you wanna be.” Duff McKagan (Velvet Revolver – Bass)
“I watched Mastodon, they were great and System Of A Down, Slayer and Slipknot.
UK festivals are great, just as long as they are not pissing down with rain; it seems to be that in the summertime, the weather in England is worse than Scandinavia. We walk around in London and it’s a great day and then we head out for the festival a day later and here comes the rain!
It is still a great festival, with a lot of good bands always.”
Mikkey Dee (Motörhead – Drums)
“To return nearly 20 years later was great.
It was at the same location, but they changed the name to Download from Monsters of Rock.
It was one of our first shows back together in England and the vibe was great. It was like we were never apart for the 13+ years and the crowd’s reception was awesome as always.
The fans are great and have always supported us and I am grateful for that because with out them I would not be able to do what I love to do.
Black Sabbath, Velvet Revolver, Alter Bridge, Lamb Of God and HIM are all the bands I can remember that performed that day.”
Joey Belladonna (Anthrax – Vocals)
“We played in 2005 which was the year of the Anthrax reunion and of course I had to see that, being a huge Anthrax fan. I had always wanted to come to the festival when I was much younger when Guns ‘N’ Roses, Iron Maiden and Helloween played, but I was much too young.”
Peter Iwers (In Flames – Bass)
“It’s a very special thing really, a legendary place for Metal! It’s a really good atmosphere and everyone’s up for a good time. It’s such a huge site and an honour to play there.”
Matthew Tuck (Bullet For My Valentine – Vocals/Guitar)
“We played the Snickers stage and last year we watched a lot of bands and it was like we’d love to play that stage. And free beer!”
Michael ‘Moose’ Thomas (Bullet For My Valentine – Drums)
“We had one of the biggest circle pits I have seen in my life, with the crowd going ‘ape shit’, just loving the music and going crazy.
I can remember being backstage before we went on and Sharon Osbourne had heard about us and came over, looked me in the eye and said ‘good luck with the show’. It was like ‘WOW’ some people do know about us.”
Jason ‘Jay’ James (Bullet For My Valentine – Bass)
“Donington was cool for me because it was the biggest show we’d done. Going backstage it was fucking awesome, seeing people walking around, Slipknot, Slayer and fridges stocked full of beer!”
Michael ‘Padge’ Padget (Bullet For My Valentine –Guitar/Vocals)
“Originally when we were scheduled, we were booked for the 3rd stage and then we did so well on our UK tour and had such a big reaction, that they asked us if we would like to open the mainstage on the Saturday, so we said why not!
We went and did it and there were a lot more people that we were expecting. We went on at about 11 o’clock and there was a massive amount of people, as far as you could see from the stage and it was just unbelievable. We went out and did the best that we could for that early in the morning; it was pretty chilly out and it’s a lot more difficult to play when it’s cold.
We were standing on stage a half an hour before we were supposed to play and there was no one there and then 5 minutes before we played you could see this mob of people coming over the hill, stampeding towards the stage, full out running; then in 5 minutes it had filled up. By the time we played there were people from the stage to over the hill.
The crowd went nuts and it was the biggest show that we’d ever played. It was the last show that we had done on the tour and we couldn’t have asked for a better ending, to such a great tour and first time over in Europe. Everything so was much bigger than we’d expected it to be and the reactions we got were way bigger and more ecstatic than we thought.
We arrived at Download on the Friday afternoon and got to hang out for the rest of the day, played Saturday morning and then hung out for the rest of the festival. We got to sleep in our tour bus.
Download is more fun that any of the other European festivals, because it’s pretty much a ‘metal festival’. We were stoked to play as we had heard in the States, all about Iron Maiden and Metallica playing it.
It was one of our most memorable shows and we played the festival and it was more than we had played on the previous tour. People still come up to us now and say that they saw us at Download and how much they enjoyed it. The show was a big ‘door opener’ for us, for playing in front of a lot of people in one shot.
It’s a good festival, lots of cool things to look at, lots of fun things to do and they get great bands to play.”
Corey Beaulieu (Trivium – Guitar)
"Getting there the night before it had a real carnival atmosphere and all the bands and crews and fans were gathering and there was a real freak show on the grounds. Lots of weird dance parties and people doing all kinds of shenanigans.
> It happened to be a really good show and it was definitely at the point (and I think still) the biggest crowd we'd ever played to the in the UK.
Shortly before we'd played I noticed a big flagpole going up with a confederate flag on waving back and forth, way back there in the crowd, just before we took the stage. That was a warm welcome out there, but someone out there knew where we were from and that was like a warm welcome and a good omen."
Mark Morton (Lamb Of God - Guitar)
"It was an amazing experience for all of us. Just to be invited to the festival in the first place and then the slot that we had and the response that we had from the crowd, it was really cool. The kids just totally went off!
Looking back and near the very back of the crowd there was someone holding a confederate flag which was really funny.
But the festivals in general are great to come together with all the dudes you've been on the road with before; it's just a great time and a great show.
I watched Meshuggah, of course and they were awesome."
Willie Adler (Lamb Of God - Guitar)
"I woke up really early on the day that we played Download. Driving out to the festival grounds cranking Led Zeppelins 'Houses Of The Holy', we were already in a good mood.
I then got off my bus with a beer in my hand and these three, really hot, Suicide Girls came walking by and they hand me these little stickers with a little heart on and said Suicide Girls on it. I said 'can I have a couple of these?' and they said 'you can have all of us if you want!’ I was like YEAH ALRIGHT, THIS IS GOING TO BE A GOOD DAY!”