(Bart Mendoza describes the arc of an important San Diego music festival he co-founded.)
Helmed by myself and, at first, Ron Friedman, and later Matt Fidelibus (with huge help from Secret Society Scooter Club, Dimitri Callian and many others), there were seven New Sounds Festivals in all, always one big blowout event surrounded by a week of gigs by the touring acts.
I had been bringing groups to town for awhile anyway, so the idea of focusing efforts appealed; the chance to do these events as a benefit for SDSU’s student-run radio station, KCR, was even better. The motive for the New Sounds Festivals was simply to promote and showcase music influenced by Mod / ’60s/ Garage, in particular local groups like the Tell-Tale Hearts, the Nashville Ramblers, Donkey Show, the Trebels and the Event. With short sets and a backline, it was like a really, really cool jukebox.