There are few things more important than investing in your community: it has a cyclical effect that improves the lives of community members, and it fosters a sense of belonging. That effect was on full display on Saturday, Oct. 19, when the VIVA PHX music festival played out over a couple city blocks and theaters.
The farmers market meets music festival lined the downtown Phoenix streets with local vendors, including Otra Pizzeria, The Rez, and Bad Jimmys. While food was the most prominent offering, there were also thrift shops and jewelry makers peddling their wares. The shopping experience was tied together by bars from several local breweries and a parking lot that had been converted into a backyard games haven complete with cornhole, redneck golf, and life-size connect four. All of these elements came together to foster an environment that encouraged social gathering and exploration of what makes this city special.
Of course, the music reflected this too, and there was no better example of that than local indie artist Jude Kellen. His synth-pop sound filled the modest venue of the Phoenix Masonic and instantly grabbed the attention of anyone walking by. After a few songs, Kellen gave a short speech about how the real headliner of the festival was everyone who had come out to support artists and their artistry. This short but impactful moment spoke to the crux of the whole festival as it serves as a tentpole lifting up these local artists and giving them a stage they would not otherwise have.
But, when it was all said and done, the night belonged to headliner Freddie Gibbs. The underground hip-hop legend captivated the largest crowd of the night at Arizona Financial Theater, paying homage to his iconic album “Piñata” by playing tracks like “Knicks” and “High,” as well as some legendary non-“Piñata” tracks such as “Crime Pays.” Gibbs commanded the stage, telling stories about his time in the industry and making the performance feel one-of-a-kind. Contributing to that unique vibe was his backing band, the El Michels Affair, who masterfully shifted on the fly to play whatever song Gibbs wanted next.
Overall, Phoenix has made it no secret over the last few years that they want to be the next major metropolitan bastion of culture in the U.S. From hosting a Super Bowl to an NCAA Final Four, it’s been made clear they have the infrastructure. But festivals like VIVA PHX show they have the culture as well. Pushing that culture forward could elevate this city to new heights.