AMCF celebrates 10 Years
This will be the 10th anniversary of Australia’s Largest African Festival is happening this weekend in Melbourne’s Federation Square. The AMCF is a free, family-friendly event that will feature live music, art, dance, fashion, African Drumming, traditional street food and lots more. We caught up with the festival Chairman Fred Alale AM to chat with him about the festival and what attendees can look forward to over the 3 days.
Fred, you are the Festival Director for the African Music and Cultural Festival, is this the first festival you have been involved in on the planning side of things or do you have a history in music events?
The African Music and Cultural Festival (AMCF) is my first venture into festival planning and delivering and proud to be celebrating our 10th anniversary this year. I co-founded AMCF in response to a need for broader African community engagement. Over the years, I've gained valuable experience in orchestrating successful events that celebrate cultural diversity and promote unity.
This is the 10th anniversary of the AMCF, are there any special celebrations planned as part of the festival to mark the milestone?
Absolutely! In honour of our 10th anniversary, we've curated special features and surprises to make this year's festival a memorable experience. Come experience the delicious tastes, vibrant sounds and infectious rhythm of Africa right in the heart of Melbourne’s Fed Square! This three-day celebration of the very best of African culture is a spring highlight and the only place where you will see over 35 African countries and community organisations represented through music, food, fashion, film, dance, art, and culture - right in the heart of Melbourne. With the rhythms, sounds, and tastes of Africa spread throughout Federation Square, the atmosphere is electric and guaranteed to make you feel good!
“our commitment to bringing the vibrant sounds and tastes of Africa to Melbourne remains unwavering”
We are living through difficult times at the moment, what have been the challenges in organizing a festival and especially one that is taking place in the centre of a capital city?
Organizing a festival, especially in the heart of a capital city, comes with its unique set of challenges. Navigating through the logistical intricacies of coordinating a three-day event with diverse cultural elements demands a resilient team and adaptability to the evolving situation.AMCF being entirely reliant on grants and sponsorships as it’s a free event also brings unique fund-raising challenges. Yet, despite these challenges, our commitment to bringing the vibrant sounds and tastes of Africa to Melbourne remains unwavering.
The three-day event is a family-friendly affair, does this make it easier or more challenging to organise given the regulations involved around alcohol consumption and finding suitable kid-friendly activities?
The family-friendly nature of the event adds a layer of complexity, balancing the enjoyment of all attendees. Navigating alcohol regulations requires careful planning, but it aligns with our commitment to creating an inclusive space. We've found that offering a variety of kid-friendly activities, from drumming classes to AFL activities and more, enhances the overall festival experience for families. It's a unique challenge, but one that adds to the richness of the event.
“By keeping it family-friendly, we create an environment where people of all ages can come together, fostering a sense of community and unity.”
Why was it important to make sure the event was FREE and Family Friendly?
Making AMCF a free and family-friendly event aligns with our core values. We believe in breaking down barriers to cultural engagement, ensuring that everyone, regardless of financial constraints, can experience the richness of African culture. By keeping it family-friendly, we create an environment where people of all ages can come together, fostering a sense of community and unity.
The AMCF has an all-African musical lineup. As a curator, how did you decide which bands to invite to perform?
Curating the musical lineup involves a careful selection process. We aim to represent the diverse musical traditions of Africa, showcasing both established and emerging talents. It's about capturing the essence of each country's musical identity while ensuring a dynamic and engaging experience for our audience. We consider a range of genres, from traditional to contemporary, to provide a holistic representation of African music. We also run an expression of interest process for artists which provides us with a rich and diverse pool of artists to select from.
“Diversity is at the heart of AMCF, and our musical lineup reflects this commitment”
Was it important for you to cater to a range of demographics with the acts you have selected?
Absolutely. Diversity is at the heart of AMCF, and our musical lineup reflects this commitment. By presenting a range of genres and styles, we cater to a broad audience, ensuring that everyone can find something they resonate with. It's about creating a shared experience that transcends cultural boundaries and resonates with the multicultural fabric of Australia.
Who off the extensive lineup are you personally looking forward to seeing play live on stage?
It's tough to pick Favorites, but personally, I'm excited about every act on the lineup. Each artist brings a unique flavour to the festival, contributing to the vibrant tapestry of African music. The diversity in styles and genres ensures that there's something for everyone, and I can't wait to witness the energy and talent on stage.
A lot goes into an event like the African Music & Cultural Festival behind the scenes, Is there anyone from the stage, sound or staff crews that deserve a special shout-out?
Absolutely, the success of AMCF wouldn't be possible without the dedicated individuals working tirelessly behind the scenes. Our stage and sound crews, along with the entire staff, deserve immense credit for their hard work and commitment. Their passion and expertise contribute to the seamless execution of the festival, creating an unforgettable experience for our attendees.
“This festival is a celebration of unity and diversity, and we can’t wait to share this experience with you”
What do ticket holders need to know about AMCF? Do you have a message for punters attending this spring weekend event?
We are a free un-ticketed event. To our valued fans, come prepared for a weekend filled with joy, rhythm, and cultural richness. Embrace the diversity, savour the flavours, and immerse yourself in the vibrant sounds of Africa. Remember to explore all the kid-friendly activities, indulge in delicious foods, and connect with the community. This festival is a celebration of unity and diversity, and we can't wait to share this experience with you. See you there!
For more information head to WWW.AMCF.ORG.AU
Interview by Michelle Symes
November 2023