Cover Jason Swamy is the co-fonder of Suara and Wonderfruit festivals (Photo: courtesy of Jason Swamy)
Jason Swamy is the co-fonder of Suara and Wonderfruit festivals (Photo: courtesy of Jason Swamy)
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Jason Swamy talks sustainability and inclusivity in the festivals he co-created—Pattaya’s Wonderfruit and Bali’s Suara—and shares an exclusive playlist of music to listen to before this year’s Suara Festival
Historically, many music festivals have fallen under the umbrella of “counter-culture”—which in the collective mind is often associated with destructive behaviours. Netflix documentary Trainwreck: Woodstock ’99 (2022) showed how dangerous festivals could be, while 2017 reports showed that Coachella produced over 107 tons of solid waste each day.
But Hong Kong native Jason Swamy—who's been active in the music industry for over 25 years—has sworn to revolutionise it.
Swamy is sometimes a DJ, sometimes a creative director, promoter, designer, club and restaurant owner, and founder of the creative agency Do What You Love, which helped create American music festival Burning Man’s Robot Heart stage.
The multi-faceted entrepreneur is also the former partner and director of Thailand's Wonderfruit Festival and Suara Music and Arts Festival in Bali —both of which take an innovative "experience tourism" approach to music festivals with a ban on single-use plastic, yoga and meditation classes, workshops, and art and music performances that highlight both local talents and international acts on the same stages.
“I’ve had the privilege of working with many music festivals and events across Asia and globally, and each of them has left an indelible mark on me," Swamy tells Tatler. “However, amidst the revelry, I’ve discerned areas where improvement was imperative, particularly in terms of sustainability and inclusivity. I’ve worked in the industry for over 25 years and am now a proud parent of two. As a result, I feel a responsibility to have more meaning in my work, which is why I wholeheartedly embrace the concept of ‘edutainment’.”
As the third edition of Suara Music and Arts Festival will take place from July 26 to 28 in Bali’s creative city Nuanu—and which will host the likes of Angus and Julia Stone, Yung Raja, Ramengvrl and more—we talk to Swamy about his vision for the festival, and how “experience tourism“ is the future for music events in Asia.
How do you organise a festival that is culturally and environmentally inclusive? What are the challenges you might face in a place like Bali?
Crafting a culturally and environmentally inclusive festival requires a multi-faceted approach prioritising collaboration, education, and respect. In a place as culturally rich and environmentally sensitive as Bali, the challenges are manifold. However, by engaging local communities, implementing sustainable practices, and fostering dialogue, we can mitigate adverse impacts and cultivate an event that honours both cultural heritage and natural ecosystems.
The diaspora, flora and fauna across Southeast Asia are truly incredible. Bali, like many places in the world, suffers from numerous problems like pollution, rubbish, species extinction and many more dire environmental issues. Not to mention the live events industry is notoriously wasteful. During my tenure with Wonderfruit, we took all of these things into consideration, and set ourselves a challenge: to create Asia’s first eco-friendly festival while setting a new gold standard for festivals in this part of the world.
Above Bali’s latest creative city Nuanu (Photo: courtesy of Jason Swamy)
Above Render of Bali’s latest creative city Nuanu (Photo: courtesy of Jason Swamy)
Bali’s latest creative city Nuanu (Photo: courtesy of Jason Swamy)
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It was a huge amount of work, but over the years we were able to reduce waste, promote recycling and the use of sustainable materials throughout every component of the festival. We introduced compostable food containers, made use of renewable energy sources and set up plastic-free zones.
The whole idea was to get people used to reusing items as opposed to the ‘throw-away’ single-use culture that usually exists in these types of events. I’m really proud of what we were able to achieve at Wonderfruit, as it really pushed the boundaries of what one could expect from a festival in terms of reducing its environmental footprint.
'Leave no trace' is a philosophy I embrace wholeheartedly. It’s these practices and more that we will be implementing at this year’s edition of Suara. One of the things that first attracted me to Nuanu was all of the incredible sustainability projects they have spearheaded, such as the native butterfly breeding program (this is why the butterfly is the symbol for Suara) and repopulating of the island’s native dragonflies to help manage mosquitos.
‘Tri Hata Karana’, a Balinese philosophy reflecting the harmony between God, humanity and nature also known as the ‘three causes of wellbeing’, is central to the festival.
Asia is starting to shine worldwide for its music festivals. How do you think Wonderfruit and Suara are impacting the global festival scene?
Festivals like Wonderfruit and Suara are at the vanguard of redefining the festival landscape globally. They transcend mere entertainment, serving as platforms for cultural exchange, environmental advocacy and social impact. These festivals have an unwavering commitment to sustainability, diverse and highly curated programming, and immersive experiences, fostering a new standard of conscious celebration that resonates globally.
National Geographic last year called ‘experience tourism’ the next big thing in travel. At a time when the cost of living crisis is biting pretty hard, and the future of music festivals in many parts of the world looks to be uncertain, people are naturally looking for more bang for their buck when they travel. Being able to go to Bali, immerse oneself in the culture and the people, whilst also attending a music festival with a world-class lineup and having a holiday all at the same time is pretty enticing in my view.
This is the third edition of Suara. What’s your vision for the festival this year?
The vision for this year’s edition of Suara is anchored in a commitment to international evolution, and enrichment of our offerings across music, arts, culture and wellness. All while staying true to the local culture, and respectful of the people and the beautiful location in which we are so blessed to host Suara in. [Nuanu] has to be seen to be believed. There’s nothing quite like it in Bali, or the world for that matter. From rolling hills to jungle, beach clubs, an underground pool rave cave, larger-than-life AI art installations and so much more. It is the kind of venue that dreams are quite literally made of.
This year, we aim to deepen our sustainability initiatives, broaden the scope of our artistic expression and foster even greater community engagement throughout our wellness, speaker and family programming. Our goal is to cultivate an experience that not only entertains, but also inspires positive change and meaningful connections that are life-changing for attendees.
I’m very lucky to have an amazing team and it’s a privilege to be able to work alongside so many brilliant minds. At the end of the day, there is nothing that brings me more joy than seeing the smiles on people’s faces who appreciate culture, music and art, and who are open to discovering and experiencing life in novel ways during a festival.
Whether it’s the ops crew, public relations or the music team, none of this would be possible without their skill, knowledge and belief in what we’re trying to bring to life as one dream team.
‘Tri Hata Karana’—which is a Balinese philosophy reflecting the harmony between God, humanity and nature also known as the ‘three causes of wellbeing’—is central to the festival and will be woven throughout every aspect of our programming.
Above Get ready for the diverse performances at Suara 2024 (Photo: courtesy of Jason Swamy)
Above Suara Music and Art Festival wants its attendees to embrace nature and rejuvenate their spirit with workshops, such as sound baths, yoga and pilate classes (Photo: courtesy of Jason Swamy)
Get ready for the diverse performances at Suara 2024 (Photo: courtesy of Jason Swamy)
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What advice do you have for anyone going to a music festival? Specifically for Suara?
For attendees of any music festival, my ultimate advice is to approach the experience with an open mind, a spirit of exploration, and respect for both fellow revellers and the environment.
Specifically for Suara, I encourage attendees to immerse themselves fully in our diverse programming, participate in our sustainability initiatives and embrace the opportunity to forge meaningful connections with like-minded individuals. I’ve made many lifelong friends on festival dance floors by simply striking up a conversation with the person dancing next to me. I really hope that what we’re creating with Suara facilitates these kinds of friendships for festivalgoers.
Swami’s exclusive mini playlist representing the eclectic soundscape of Suara:
Losing You by Angus & Julia Stone
Calypso by Rodriguez Jr
Azrael by HVOB
All in a Dream (feat. DJ Tennis & Joseph Ashworth) by LP Giobbi
Bossy by Ramenvrl
Jukurpa by Deer Jade
Astronaut (Something About Your Love) by Mansionair
Salomé Grouard was Digital Editor and Front & Female Content Lead at Tatler Hong Kong. Primarily focused on managing Tatler Hong Kong’s digital platform and content, she also covers gender equality, the music scene and sports through interviews with industry leaders, experts and trendsetters.
Interview highlights include renowned conservationist Dr Jane Goodall, Korean actor Park Seo Jun, singer Jorja Smith, Chinese TV host Yue-Sai Kan, YouTuber Kimono Mom, Japanese rapper Awich, and Brazilian jiu-jitsu fighter Mikey Musumeci.
She has also produced stories on revolutionising sexual wellness in Asia, activism within the surfing community, Asian trans musicians reclaiming their narratives through music and looked at the toxicity of gym culture through the lens of the plus-size community. She also covers music festivals, such as Hong Kong’s Clockenflap and Bali’s Suara.
