Music festivals can sometimes feel repetitive. If you've gone to a few over the summer, just think about how many times you've seen the same artist perform in different cities. Reinventing the wheel is Morocco's Oasis Festival Founder Marjana Jaidi. Being half Moroccan, the innovative businesswoman was inspired to showcase her vibrant and unique heritage through the universal art of music.
She created a one-of-a-kind dance experience in the mountains of Marrakech that gives anyone who attends a chance to immerse themselves in the city's rich culture, all while enjoying an incredible lineup. It's the perfect balance between travel and music that will not disappoint. To get a closer look at how it all comes together, Forbes spoke with Jaidi in time for the festival — which officially kicked off last night with an 8-hour set from DJ Solomun. Read the full interview below.
Isis Briones: What inspired you to start Oasis? How did you even conceptualize a festival in Marrakesh?
Marjana Jaidi: "Oasis was conceived as a destination festival with the aim of introducing a new territory to the international festival scene and creating a new reason to attract visitors to Morocco. I’m a New Yorker and I’m also half Moroccan, and have spent every summer of my life there.
I initially got the idea for Oasis in 2010 when I visited Marrakech after attending my first festival, the Winter Music Conference in Miami. Marrakech is really similar to Miami in the sense that there are a lot of nice hotels with beautiful pools and I could see this type of event working well there. When you think about the locations of the world's best dance music events — Ibiza, Miami, Croatia — Marrakech is an exciting destination to add to the list. It's exotic and rich in culture, the climate is ideal, the venues are beautiful, and it's easily accessible from several countries. And while Marrakech may not have beaches, we make up for it with our pools and gorgeous landscapes.
For the next five years, I ran a website called Cultivora, which created travel guides for music festivals. In short, my job was to travel to and photograph music festivals around the world. I had the idea for Oasis in the back of my mind the entire time, so with every festival I attended, I would analyze what worked and what didn’t, and I had the opportunity to think about what elements I could eventually bring to Oasis.
IB: What were the biggest challenges you encountered when putting the festival together?
MJ: "The most challenging thing about launching a new festival was convincing people that it would be worth their time and money. At the time, Morocco was an untested location for foreigners, this type of festival was an untested concept for locals, and we were unknown promoters with no track record. People had no idea what level of quality to expect and whether or not we would be able to deliver on our promises.
IB: Can you name the top things festival goers can't miss from the Oasis experience this year?
MJ: "This year, we made a lot of changes and additions that will elevate the overall experience. There’s the music, of course, which is impossible to miss, but here are a few of my favorite new additions:"
- We’re opening the Terrace overlooking the main stage this year, which wasn’t part of the festival last year, and teaming up with Baromètre, a local mixology bar, to offer custom craft cocktails.
- We’ve added an area called the Secret Garden that will house the champagne bar, as well as our wellness activities, including daily yoga, henna body art, creative makeup, and reflexology.
- We have some exciting decor elements planned. I’m particularly excited about the the Arena stage because it will feature an art installation by Max Rippon as well as a project of my own.
- We’ve added an area that showcases traditional Moroccan street food, an element I felt was missing from the festival.
IB: Are there any other cities in Morocco you would consider bringing the festival to?
MJ: "Maybe! Marrakech is a great home for us because it has a strong infrastructure for tourism and it’s an interesting, exotic city. We have a few ideas in the pipeline, but nothing to announce just yet."
IB: Have you always wanted to host your own music festival? Has it been difficult being a woman in the dance industry, especially having started something in such a conservative country?
MJ: "Oasis is something that I’ve been thinking about for a long time, even before I was covering festivals like Sonar in Barcelona and Flow Festival in Helsinki. I’ve been running my own company for a while now and while there is no doubt that there is a huge gender imbalance in the industry, I’ve also had the opportunity to work with a lot of strong, intelligent women over the years, many of whom also run their own businesses.
It’s always going to be harder running a business as a woman. I’ve faced plenty of challenges working in music, even in New York. There’s no denying that it is a male-dominated industry, particularly when it comes to the talent. However, the quality of the female DJs we have on our lineup this year is undeniable, but even I’ll admit that we fall short in terms of quantity. Luckily, I’m in a position to change that in future years.
We’ve also really made a concerted effort to ensure Oasis is a festival where women feel comfortable and in a community where they are respected and free to have a good time. I really think the energy and vibe of the crowd over the last few years has reflected that."
