NEW NAME. SAME FESTIVAL.
Monday, September 3rd, 2007AGMF IS NOW EASTERFEST…
Despite humble beginnings in 1999, the Australian Gospel Music Festival (AGMF) has established itself as a major festival on Australia’s event calendar attracting tens of thousands of locals and visitors annually to Toowoomba’s city centre. Now, ten years since it started, the festival is transitioning its name to ‘Easterfest’.
Right from the beginning, the name Australian Gospel Music Festival has required further explanation. In Australia, the term ‘gospel music’ has never had a clear definition. Some people, who immediately thought of African-American choirs in robes, were surprised to find that the festival included almost every musical style from classical to rock.
Organisers of the festival select music because of its message rather than its style. It is hoped that the new name ‘Easterfest’ will take some of the confusion out of the broad styles of music on offer and help define the event as a festival celebrating the true message of Easter.
Festival organiser Isaac Moody says, “AGMF has always been a festival AT Easter. The new name acknowledges that we are also a festival ABOUT Easter.”
Other reasons for changing the name are less philosophical but more practical.
• The ‘Australian Gospel Music Festival’ is simply too long to be an effective website or Myspace name.
• Abbreviations have appeared such as ‘gosfest’, ‘gospel festival’ and the better-known ‘AGMF’. In an era where consistent branding is paramount, the festival has suffered from the multiple names.
• The festival now incorporates more than just music. Snowboarding, Kids Island and the Global Village all make more sense at ‘Easterfest’.
Organisers acknowledge that changing the name of such a popular event has its challenges.
“Changing the name of any organisation is a difficult thing to do, however, with next year being our 10th anniversary we have a unique window of opportunity to make a smooth transition.”
“The festival’s massive marketing campaign is about to roll out as ‘Easterfest 08 – AGMF turns 10!’.”
