Festival Producer Ashley Solage Shares the Inside Secrets of III Points' Success
BY MELISSA DIAZ
Miami is known for hosting numerous music festivals and the first one that always comes to everyone’s mind is Ultra. However, the III Points Festival is a notable event for alternative fans who are hungry for more than just music.
From February 15th to 17th, III Points came to Miami to host one of the largest alternative music, art, and technology festivals. What began in 2013 as a means to represent and unite the unique diversity of South Florida has now grown into a full-blown experience that bands together people from all over the country to elevate local and emerging artists and musicians.
One of III Points’ festival producers and art coordinators, Ashley Solage, told Blended about her first, vivifying encounter with the festival as a music blogger and reviewer. “I applied for a media pass to III Points and completely fell in love with the experience,” Solange noted the expansive genre selection, the unique skating rink and the art on display as elements that helped III Points push the boundaries of the typified music festival. III Points appeals to fans through its focus on the music and art that strays away from the mainstream.
“III Points filled a void in my creative mind that I didn’t know needed to be filled. Going there for the first time helped me realize I didn’t need to move out of Miami to experience the people and music I was looking for,” explained Solage.
III Points has not only filled this unknown void, but it has also created a rare space for alternative acts to perform and connect with their fans in a creative way. The impeccable location of the festival contributed to this feat as it was located in the heart of Wynwood: Miami’s art district.
Solange also explained the strong emphasis on local acts. “III Points is unique in the sense that 60% of our lineup is local. That’s one thing that David Sinopoli (Founder of III Points) is very stubborn about, and I respect it so much. He and Michelle Granado (Junior Talent Booker) personally handpick the local musicians to be on our lineup and spend months going to live shows, listening to SoundCloud links, and digging to find the next best thing to come out of Miami.”
III Points also highlights the more known national artists like SZA, Tyler, the Creator, and A$AP Rocky, but make sure to sprinkle in the standout local artists who deserve to be discovered and play alongside the headliners. Perhaps this interesting tactic can attest to their growing success in the last two years.
III Points not only made sure to involve local musicians, but also local artists of various mediums. “Being a very DIY festival, I would say 90% of the visual art is local,” said Solage. She made it clear that III Points supports the Miami community that the festival exists in, mainly by investing in the art and artists rather than choosing to pay a bigger, outside name.
“This year, we curated the space differently, taking into account all the nooks, corners, hallways, doors, hanging areas, etc. that could be activated, and made sure to pair each location with an artist and medium that would make for the best experience.”
The component of art and immersive spaces throughout the festival is what really sets III Points apart from any other festival experience. From the interactive art displays to the skating rink, there was no corner that didn’t set off a desire for exploration.
Due to its focus on the obscure, the festival was also very inclusive of all things eclectic.
“It’s all about the arts. It’s open-minded and weird. It’s a nighttime festival, so the vampires come out. We open our gates at 5:00 PM and close at 5:00 AM, so the energy and the way people dress is beautiful. It’s almost like being at a nocturnal museum with your favorite artist,” Solage commented.
Each inch of the festival seemed intentional, which drew curiosity and attention to the immersive spaces. Spaces such as the “Slow Dance Room,” produced by RnBae Collective, piqued peculiar interest. The “Slow Dance Room” was a dark room with pink lights hanging over a centered dance floor where couples and friends danced throughout the night in a separate area from the festival. Along with the slow dance room, the “Green Space,” powered by Trulieve allowed an even more interactive experience as it offered the opportunity for attendees to sign up for a medical marijuana card or purchase CBD oil.
In the end, III Points is much more than a music festival, it is a creative space for the individual that craves more than just music; III Points delivers the opportunity to experience new tastes, sounds, scents, and sensations. By creating a secret world within the vibrant city of Miami, III Points 2019 effectively brought out these senses for an unforgettable festival experience with an inescapable and contagious energy.
Lead Image Credit: Melissa Diaz / BLENDED