Welcome to part three of our massive ATP Label Profile and interview with Barry Hogan. Yesterday we spoke about to Barry about his dream line-up, as well keeping the festival sponsor free (read here), and today we speak to Barry about how he handles criticism, hidden gems at the festival, his favourite festivals and the ATP house band. Part four of our Label Profile/Interview will take place tomorrow, along with an interview with Caribou and lots more. This year the ‘between days’ section has been cancelled. Was this due to poor sales? Will there be more in the future? Yeah the line ups were great but people just didn't bite, and when the curator we had lined up for this year could no longer do it we decided to can it for the moment. Last years event curated by Amos was especially brilliant and for that to not have sold out is criminal. It was a critical success but a financial disaster. Maybe one day when we have more resources at our disposal, we will look at revisiting it, but for now, in this economic climate, we decided to sit it out. How do you keep Butlins on side? There are always a lot of chalet parties, drunken behaviour, luggage trolly races, etc. Are you surprised that they haven't asked you to leave yet? We leave chocolates on their pillows at night time. I think if you weigh up the average weekend at Butlins to an ATP weekend - there are less problems - we are actually a very well behaved crowd. Also, I guess everyone knows that they are ultimately responsible for any damage they cause and will be charged - so if there is any problems people are quite quickly accountable. How did Shellac first get involved with ATP? Will you ever tire of them playing the festival? An old friend called John Loder who ran Southern Records asked me to put on a Fugazi show and Shellac were the supporting band. We hit it off from there and we invited them to play the Mogwai ATP and it turned into a great relationship. I would never tire of Shellac playing the event. They fucking rule and that's why we coined them the house band. Primavera liked the idea so much they made Shellac the house band on the ATP stage! Sadly John passed away a few years back and I am forever in his debt for his introduction. A lot of people go to ATP and barely deviate from the path between their chalet and the stages. What are your top 3 recommendations for hidden gems in Butlins / Minehead. The cinema is something people should check out - Deborah who programmes the cinema with the curator always acquires so many killer films and I wish I had more time to attend it. The bowling alley and the crazy golf are fun and you might end up sharing a game with the likes of Gza or Kim Gordon which is a bit different! The swimming pool is cool as it has a waterworld. This Animal Collective ATP boasts Wet Sounds which is an underwater/overwater sound installation featuring sound installations by wet sounds as well as music from some of the artists attending - imagine going underwater and listening to some of your favourite music as clear as a bell and then coming above to hear something completely different. A few people have commented that the ATP festival is getting tired and it’s not doing anything new. This is a criticism that a lot of longer-running festivals don’t get, even if they haven’t changed their format since starting out. Do you think ATP is more prone to this criticism because it was so revolutionary when it started? If we go too esoteric - people complain, if its more commercial - they also complain. If you gave these people a gold bar, they'd complain it was too heavy. My point is you can't please everyone and yes we are open to criticism but what was there before ATP? Reading, Phoenix, Glastonbury and not much else. ATP showed that alternative music has an audience and whether they like it or not, many of the new breed of festivals were all influenced by what we started. It is heartbreaking sometimes reading some of the criticism we get over petty things when we are busting a gut to try and put together a decent event, but that is when it is time to try and focus on the majority of people who are supporting and defending what we do. Are there any other festivals in the UK that you really admire in terms of their ethos / what they’re trying to achieve? I like what the folks do at Greenman - they always book good bands and I know lots of folks who attend and have a good time. I am into Primavera as they are militant motherfuckers and will turn down huge bands if they don't think its right because they only want to present music they believe in. What do you think of the current state of the festival landscape? There seem to be new festivals springing up every year at the moment. Do you think this is sustainable in the long term, or is festival going a trend? Yeah there are too many and sadly a lot of them are driven by money and not by presenting decent music and a good weekend away. I think us switching back to two in December will clear some space! What advice would you give to anybody trying to start a festival or trying to get into the promotional business? Don't do it, unless you are prepared to give it 110% and to work long hours and lose money as promoting is like going to the horses. If you back a winner, it's great but when the horse you backed doesn't fare well. Brace yourself. This year sees the first two 'I'll Be Your Mirror' events. What was the reasoning behind creating these? How do they differ to the ATP festivals in your opinion? IBYM is a sister event to ATP and its the same concept of a curator picking a line up of music and film but not in a holiday resort but at a venue in a city. It's more accessible to cities and it means we can stage curated event in places like Tokyo and say Paris or Berlin. It also is aimed at being a reduced ticket price compared to ATP which allows folks who can't quite afford ATP but would love to experience some of the music to potentially come for a day. I guess it would be good maybe to do them in cities in the North of England or even Scotland too so that the folks who don't live in the selected city get a chance to experience it too. Do you have plans to take this idea further? Where does it go from here? Yes, Australia, maybe some cities in Europe and maybe as I said above some other cities in the UK. The Portishead one has been so great to work on. It's a collaboration on the line up and I think between us any bill that has Portishead, PJ Harvey, Grinderman, Company Flow, Godspeed and the Swans is a great start on what we want to achieve. A huge thanks goes out to Geoff Morey who helped Hannah Morgan with the interview