Artist Spotlight #2: Sans Soucis

Ahead of her Instagram live performance this Friday on shesaid.so’s Instagram, London-based artist, songwriter and producer, Sans Soucis, she tells us about honing production skills, authenticity and the value of a support network. Interview by Sorrel Salb

shesaid.so: How would you describe the evolution of your sound since you started releasing music in 2018?

At the very beginning of my career, my sound was definitely way more intimate, I would say shy but impactful and powerful. I started writing when I moved to London 6 years ago and my experience as an immigrant shaped my first steps into songwriting. When I started releasing music in 2018, I tried to exorcise the inability to tune into my real personality and identity because of a language barrier with the help of songwriting, which was the best form of therapy at that stage of my life.

The more I got back in touch with myself and got out of my shell, which was in a way a second traumatic childhood, I started feeling more confident about my songwriting and I finally stepped into the world of production in 2019.
Since then, my motto has always been: be authentic, be bold and be patient. My sound went from confessional songwriting with jazz infused moments to alternative pop with droplets of r&b, jazz orchestral textures and electronica.

I now see my sound as an ever-evolving universe that moves alongside the message I’m trying to deliver. I see my music as a movie and this vision helps my creativity thrive.

shesaid.so: All your music videos have such a beautiful aesthetic! You were involved in the directing or creative direction of some of them. Can you tell us a bit about your process when creating visuals to accompany your songs?

Thank you so much! I’m so grateful for the wonderful creatives with whom I had the pleasure to work for my music videos.

It’s definitely worth working with people that understand your long-term vision.

I usually would have a core idea and that would help me select the perfect partners for a project.

I see myself as a creative director and I love working alongside other creative directors and stylists in order to achieve an aesthetic that is refined, reflective of my work and experimental. Moodboards and briefs are key in this process.

shesaid.so: You’re playing your first headline show in September which is really exciting and you mentioned that your tribe has grown during the past year since you last performed live. What’s it been like seeing your audience grow during a time where you weren’t able to physically meet them?

Yes, I’m so excited to finally play live!! It’s been too long, honestly.

I am genuinely curious to see real people and perform for them, cause the support has been unreal. I feel like I haven’t had a chance to properly celebrate all of these milestones with the wonderful people who have been sharing my music.

Performing is my way to relive those moments of hard work that lead to a music release with a light heart and a way to get a tangible feel of how my music has impacted people, which is a moment of exchange really. Having been a little while now, I do feel some sort of pressure, which is good. That’s why I’m working really hard to make sure I get to that day with the most wonderful giving and receiving energy.

shesaid.so: What do you enjoy most about performing live?

I thoroughly enjoy those moments when it feels like there is no boundary between me and my audience. When it truly feels like we are one. I can’t really describe that feeling of oneness, it almost seems like we are rewriting the songs together, in the moment.

I find it really special the fact that a complete stranger could care so much about something I create in my own private time, and their willingness to make that creation theirs. It is empathy in motion.

shesaid.so: How did the ways in which you create change during the pandemic?

I definitely feel like the pandemic helped me hone my production skills.

I spent way more time than I used to on my computer, trying to experiment with sounds and ideas that I was holding back because the live aspect of my project used to be my priority.

I feel so much more confident and I believe I gained a lot more clarity around the kind of music I want to deliver. I’ve been working on details and on finishing projects, rather than obsessing over writing new material all the time. It’s nice to take breaks from that kind of mindset.

shesaid.so: Could you choose one word to sum up the first half of your 2021 and explain why you’ve chosen it?

Support-network — it was a really tough winter and to be completely honest, I was really unsure about the amount of support an independent artist of my size would get through such a tough time in history. Surprisingly, I received an overwhelming amount of nurturing from my management and so many generous organisations — Youth Music, Small Green Shoots and iluvlive more specifically — who never made me feel alone. Without them, I really don’t know how my mental health and career would be doing today. It is extremely difficult to make your voice heard when the diversification of outlets through which we share art have been reduced to a handful of digital platforms. It also feels quite isolating.

I am really grateful for the human resources I was offered and I can confidently say that they made a huge difference in my life.

shesaid.so: What’s your biggest goal for the second half of the year?

100% Completing the writing and production of my debut album :)

shesaid.so: Which personal value guides you most in the ways in which you approach your art and your career?

Authenticity, which for me means being true to who I am. That’s the only reality I truly know inside-out.

Generosity, which is the ability and the responsibility to share once I create. It forces me to exercise letting go of things in life. A very healthy practice for the ego and a way to fight self-indulgence.

Acceptance, which is the ability to embrace who I am at any given moment. It allows me to be more appreciative of my work and also more compassionate and patient, especially when confronting myself with ambitious masterplans.

shesaid.so: What would you say is the most valuable benefit of being part of the shesaid.so network, for artists specifically?

Growing up in this industry sometimes makes you feel like you’re just a drop in the ocean, especially if you’re part of a minority group. The chances of your personal experience being erased by misogyny, anti-blackness, systemic racism and anti-queerness are exceedingly high nowadays.

That’s why I believe that organisations such as Shesaid.so, by amplifying the voice of women and gender minorities in music, can definitely raise awareness around how diverse communities are and how much more representation we need at higher levels. Eventually resulting in opening more doors for people like me.

shesaid.so: We have a question for you from our last featured artist Dope Saint Jude: What part of the creative process brings you the most joy?

I’m the most happy when I know whatever I’m working on has reached the end of its journey and it is perfect just the way it is.

It’s like looking at yourself in the mirror and finally being able to love every single bit of your inside and outside without judgement. Enjoying that vision of yourself is an acknowledgement of our existence that makes us feel confident in who we are and present for ourselves, whichever stage we’re at.

It is a moment of profound acceptance. It tells you where you are, where you’ve been and it creates space for where you could be.

Catch Sans Soucis this Friday 18th live on shesaid.so Instagram

Sans Soucis Instagram

Artist Spotlight Series #1: Dope Saint Jude

The shesaid.so Artist Spotlight is a brand new monthly series highlighting exciting artists from the shesaid.so community. To kick things off, we chatted to Dope Saint Jude about her artistic journey, the value of the shesaid.so community, and why she thinks artists need access to more information about the business side of the industry to help them progress their careers. The first in a new interview series, shesaid.so speaks to South-African artist, rapper and producer, Dope Saint Jude. Interview by Sorrel Salb

Hailing from Cape Town, rapper and producer Dope Saint Jude has crafted a distinctive sound and is known for her defiant, life-affirming perspective. Her powerful lyrics speak to audiences interested in the intersection of hip hop, queerness, and feminism. Since making her debut in 2016, she has toured Europe, the USA, and Africa, as well as having her music synced in a number of popular series and films. She spent 2020 working on new music in London so keep your eyes peeled for some fresh Dope Saint Jude tunes this year.

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shesaid.so: You performed at shesaid.so’s first ever MEETSSS conference in 2019: the energy during your set was so powerful! Can you tell us about your artistic journey and development up until your 2018 EP ‘Resilient’ and since then?

I started making music in 2016 and released my first EP to Soundcloud that year. As things progressed for me, I realised that the majority of my audience and opportunities were coming from overseas. I started moving between the UK and SA in 2018 and released my Resilient EP supported by Apple Music. I spent 2019 touring and obviously 2020 was the pandemic, so I have been recording new music and plan to release this year. I have also been lucky to have a lot of syncs happen in this time, which supported me financially and took my project to the next level.

shesaid.so: There have been a lot of restrictions in London because of the pandemic. I have seen your #powerpoetry project through which you express your thoughts and feelings whilst under lockdown and I’m sure a lot of readers can relate to the topics you touch on. Can you tell us a bit more about that?

Being away from home during such a difficult time is challenging, so I relied on my creativity to get me through it. I did #powerpoetry to let off some steam while under lockdown. It was honestly just me going back to my roots of artistic expression, outside of trying to make a living, no motive other than to say what I feel. It’s a pure expression of what I was feeling at the height of the pandemic. I reflected on my family, my mother and grandmother.

shesaid.so: Last year you were involved in mentoring other female artists as part of a peer mentorship program. What was your experience of the process and how would you describe the importance of mentorship within the music industry?

I did a mentorship programme with Hypertribe and I mentored a talented young artist named Jenomé.

The experience was extremely fulfilling as I believe that we are at our best when we are in service to our community.

Working with a young artist who is where I was not so long ago reconnected me to my beginnings and made me feel extreme gratitude for how far I have come. I am confident that with persistence, self belief and resilience, one can achieve one’s goals.

shesaid.so: Which personal value guides you most in the music you create and the outlets where you direct your energy?

Honesty. I believe it is so important to be authentic when I create. I can’t lie in my music. I am guided by the need to find my truth. Music is like therapy to me. I keep digging beyond the surface until I find my truth.

shesaid.so: What is one issue within the music industry which you hope to see change in the future?

I would like to see information about the business side of things being more accessible to artists. I was lucky to attend a seminar [through Apple Music and Platoon] where a lot of topics such as licensing and publishing were explained. I am also lucky to have a manager who is transparent about these things. However, this information is not easily accessible to artists and it makes artists vulnerable to exploitation.

The responsibility lies with both the artist and the industry to change this. Businesses and organisations should offer more information about what deals look like and artists should make an effort to really educate themselves on the business basics.

shesaid.so: What is the biggest lesson you learned in 2020?

I learned that comparison is the thief of joy. During the pandemic, I took a break from social media to focus on myself. I realised that I had been comparing myself to my contemporaries and this often made me feel inferior. I have learned that I am running my own race, crafting my own narrative and building my own journey that has nothing to do with any one else. This realisation has brought me a sense of freedom and joy.

shesaid.so: What’s your biggest goal for this year?

My goal for this year is to increase my revenue streams. As a music artist, I did not initially realise all the opportunities that existed to make an income beyond live shows. I have been earning money from sync, streams and royalties. I would like to build my business beyond this while staying true to my creativity.

shesaid.so: Who is an artist you’d love to shout out as a one-to-watch for 2021?

The artist I mentored- Jenomé

shesaid.so: How has being involved with the shesaid.so network helped you, either in your career or personally?

I have met a lot of women in the industry through shesaid.so and also made use of the resources the network provides. I have been able to network with other artists, curators and producers because of the network. Most importantly, I feel I have a support base of like-minded women [whom] I can count on who quietly support each other and who walk the walk.

Instagram: @dopesaintjude

Website: https://dopesaintjude.com/

Listen to Dope Saint Jude’s latest single Go High Go Low.

Member Spotlight #28: Cherie Hu

For this month’s shesaid.so Member Spotlight, we are featuring award-winning journalist, researcher and entrepreneur Cherie Hu. Hu has been covering the nexus of music, technology and business for over five years. She runs the music business newsletter Water and Music and has bylines in Billboard, Forbes, NPR Music, Columbia Journalism Review, Pitchfork, Rolling Stone, Music Business Worldwide, Variety, DJ Mag and more. We spoke with Cherie about the future of newsletters, the difficulties of freelancing, and where new media is heading.

shesaid.so: What do you consider some of your greatest career achievements?

Cherie Hu: I think my greatest accomplishment to date is simply that I’ve been able to maintain a full-time freelance/independent writing business for my entire professional career so far, including two years of sustainably running my own company. Given the precariousness of the digital media landscape, especially amidst the COVID-19 pandemic, I feel extremely fortunate to be in a position where I can build a more entrepreneurial career around cultivating my own voice, as well as elevating other people’s voices and perspectives that wouldn’t otherwise see the light of day.

Thinking to specific milestones around my newsletter, I monitor the business side of things on a daily basis, and am really proud of its recent growth (we’re at around 1,300 paying members as of reading this article, versus around 200 members a year ago). But in terms of what really feels like an “achievement” per se, I realize I’m more motivated by reaching the right people than by reaching the most people. If I can consistently get my analysis and reporting in front of even just a few C-suite executives at top music companies, and/or if I inspire one new emerging artist or manager every week to think about the music industry in a different way, I consider that a success.

shesaid.so: Newsletters are growing in popularity, and you are the founder of your own newsletter, Water and Music. What do you like about the newsletter format, and where do you see the newsletter trend going?

Cherie Hu: It’s funny that something like email that has been around since the 1960s is now considered a new hot trend in media and technology. I think what feels “new” about email in the current climate, and what I appreciate about the format from the perspective of growing my own newsletter brand, is its immediacy and intimacy. Email allows you not only to speak directly to your audience one-to-one, but also to have much more transparency about whom your message is reaching and how they are engaging with that message compared to what you would otherwise get on social media. Because the nature of email distribution is much more intimate and lean-in — subscribers opt in themselves to follow a given newsletter, and each issue lands in their own inbox, which they’re checking multiple times a week if not every day — the quality of engagement is also much higher from the jump.

It might not seem like it, but the personal nature of an email newsletter — which can sometimes feel like reading someone’s journal — is also a major advantage for B2B and industry-facing media.

I think articles and conversations about the future of the music business can have more impact and reach more people when they’re less buttoned-up and more personable and accessible.

As for general newsletter trends, we’ve seen tons of well-known writers move away from legacy newspapers or magazines to start their own paid newsletter publications, often in the process making a higher equivalent annual income than they would have at their previous full-time jobs. I think this ongoing exodus and the inspiration it sparks will lead to a boon for niche digital media. Music is definitely part of this wave, with newsletters like First Floor (electronic music), Penny Fractions (the business of music streaming), Cabbages (hip-hop) and Music Journalism Insider (news, job opportunities and interviews related to music journalism).

In response, though, I think several larger publications will see the value that these writers see in their editorial independence and direct audience relationships, and try to lure these same newsletter writers back with a better job offering and more infrastructural support. Running your own newsletter is certainly freeing from a creative perspective, but you also have to front the bill for health benefits, editing, legal and accounting support and more — i.e. you have to act as the de facto CEO of your own business, which isn’t the right fit for every kind of writer. Forbes recently launched its own paid newsletter platform where writers receive a guaranteed minimum full-time salary and split additional subscription revenue 50/50 with the publisher. We’ll likely see more publishers experiment with these kinds of models in the coming months as they seek to compete on trust, a more important currency than ever in the modern media landscape.

shesaid.so: Have you ever made a mistake in your career that turned out to be an invaluable learning experience? Could you tell us about it?

Cherie Hu: There are too many to list… I did a bit of reflection recently and realized that all of the mistakes I’ve made in my career can be mapped to one or more of these four factors: 1) not trusting my gut and intuition; 2) procrastinating and sitting too long with my decisions; 3) being afraid to say no; and 4) general miscommunication. The learning experience, which is still in progress, is all about the value of being confident in what is best for yourself and communicating that knowledge transparently with others. Otherwise, the mutual empathy required for great creative or commercial collaborations is impossible to achieve.

shesaid.so: How would you like to make an impact on the music industry?

Cherie Hu: Generally, I’d like to open up people’s eyes not just to the trends that are happening in the music industry in the present, but also to what is possible in the industry’s future.

I’m most motivated by writing articles that encourage people to experiment and innovate, instead of being stuck in what are considered “industry-standard” ways of thinking and doing.

Countless other fields outside of music look to us to take the pulse on where culture is moving next, and I think we as an industry have to take that positioning and responsibility as innovators seriously, on the playing fields of both creativity and business.

I also hope to inspire other fellow women, Asian Americans and minorities generally to carve out their own paths in the music industry, and to show them how leaning into their fullest selves and identities is more of an asset in the industry than ever, not a liability.

shesaid.so: What are your tips for others starting out in your area of the industry?

Cherie Hu: In my opinion, as the music industry grows, so will the market for its media. It might not immediately seem that way, especially with several music-centric alt weeklies and indie publications closing shop in the past few years. But I think part of this decline is due to an overreliance on business models that inherently treated media and criticism as a commodity — whether through click- and ad-driven success benchmarks, or through private equity firms buying out local newspapers and wringing them dry.

I might be biased, but I think now is an amazing time to build alternative kinds of media companies whose content and business models inherently fight against commodification. In other words, the media companies that thrive are highly specific and insightful about the audience they’re speaking to in a way that competitors can’t replicate, and then monetize those connections in a way that optimizes for depth and quality of engagement.

With that in mind, probably the most cliché-but-true tip I have for those who want to carve out their own path in music media is to own a niche that you’re passionate about.

Read all the major music and entertainment publications out there voraciously, study what they’re good at — and then pick up on their blind spots. What angle on the music business is nobody writing about, but is hiding in plain sight right beneath our feet?

For me, when I first started out around 2015, a major blind spot in music-business journalism at the time was consistent coverage of startups and technology. There are tons of other potential examples: for instance, I would love to see some more independent music writers focus on the evolving business of songwriting and producing, or on specific revenue channels like livestreaming and merch, or on creative trends in specific geographic regions that are “trending” in the industry right now but tend to be misunderstood or misrepresented (e.g. Africa, Asia, Latin America). Above all, chase the perspectives that cannot be commodified.

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Check out Cherie Hu’s Water & Music

she.grows at ADE 2019

The she.grows mini-mentor scheme run by shesaidso.ams, ADE University and ADE Beats October 2019 during Amsterdam Dance Event was a big success!

Check out the official video in collaboration with ADE University and ADE Beats:

she.grows mini mentoring scheme at ADE 2019 highlights

Introduction Breakfast for Mentors and Mentees

The she.grows program aims to broaden aspirations beyond the traditional roles and is focused to provide a safe and confidential space to help others make positive, informed choices about their careers.

she.grows aims to raise and broaden participants’ career aspirations, negotiate barriers to career progression and the workplace, and equip them with the skills to navigate challenging ideologies and issues of identity and belonging in the working world. With a total 15 mentor/mentee pairs, the scheme established new connections, opportunities and inspiring talks for everyone involved.

Amongst the mentors, different countries like US, UK, Sweden, Norway, Germany, France, The Netherlands and India were represented, presenting a divers range of experienced professionals, as well as a wide variety of areas of expertise; from Label Management, Artist Management, Bookings, Events, Festivals, Publishing, PR & Marketing, Songwriting and Sound Engineering.

The young professionals, aged 20 to 28 years old, were teamed up with their own mentor for a period of 5 days to experience the unique music conference and festival of Amsterdam Dance Event together.

Kicking things off with an Introduction Breakfast at Wednesday the 16th of October, all pairs got the chance to meet in person for the first time, and discuss their aims and goals for the upcoming week. The rest of the conference week, couples were free to plan their own meet-ups and focus on networking, communication and knowledge exchange in the broadest sense possible. Sunday marked the final day of the program, where both mentors and mentees came together at our ADE Hangover event to wrap up what was an inspiring and motivating week for everyone involved.

We spoke to the mentors and mentees to see how they found the programme.

“Extremely productive, fun and exciting experience, can’t wait for the next one!” — Meli Rodriguez [ Mentee, Costa Rica ]

“Great organization with great opportunity to meet new people of different levels, areas and territories!” — Thea Nordqvist, Head of Label at Amuse [ Mentor, Sweden ]

“Honored to be selected to share my experiences/knowledge within the music industry with the next generation of female music professionals. So happy to see the excitement and eagerness of these kids and proud to see so many great women stepping up to build their careers in music. Onwards and upwards we go!” — Justine Servais, PR & Marketing Manager at Armada Music [ Mentor, NL ]

“Incredibly inspiring!” — Tamanna Mordani, Co-Founder Envision Events [ Mentor, India ]

“Alongside my mentor, every person that I encountered during this week that was in some way affiliated with SheSaid.so was super open to connect, give advice and inspire. she.grows has opened me up to a warm and open network that is there to support each other, and I am so grateful to now be a part of this!” — Robin van der Heijden, Art & Economics Graduate [ Mentee, NL ]

“I met Justine Servais at Armada University on Friday and got to tag along to a network event she had to attend and Armada Invites later that night. I got to meet a lot of her colleagues and people she works with and got the full tour around the Armada office. It was super inspiring to get an insight in the overall vibe that hangs around the place! I also found it very informative to get a look into what her work as a PR-manager entails during a week like ADE.” — Robin van der Heijden, Art & Economics Graduate [ Mentee, NL ]

she.grows London inspires shesaid.so Amsterdam/ADE mentoring programme

With the London launch event of she.grows happening this week, shesaid.so Amsterdam has collaborated with ADE University in an exciting mini-mentoring programme.

To kick off the new shesaid.so mentoring scheme, she.grows London are hosting a launch event at The Ministry, tomorrow Wednesday 17th Oct, open to all shesaid.so members (rsvp shegrows@shesaid.so, see end for more details).

shesaid.so Amsterdam / ADE University mini-mentoring programme

Inspired by the London she.grows mentoring scheme, shesaid.so Amsterdam have teamed with ADE University to host a mini-mentoring programme during ADE this week. Their aim is to link aspiring female professionals, producers or artists with established female professionals from across the globe to meet and greet during the wonderful week at ADE and help each other grow. Choosing five professionals to match with five mentees selected by ADE University, the programme involves:

#1. Hour meet & greet. This is an opportunity for the mentee to ask questions about the job, journey and challenges the Mentor has faced within her professional career.

#2. Mentor puts the Mentee on 1 guestlist for a networking drinks / showcase somewhere during ADE week. To get the real ADE vibe, to network and meet new people!

#3. Mentor introduces the Mentee to 1 other person.A new person to add to their growing network, someone within their area of interest/expertise, and who they can meet with during the week or have a call /meeting with after ADE.

Sarah Stam shesaid.so Amsterdam

Sarah Stam of shesaid.so Amsterdam said about the project:

“When getting involved with shesaid.so and starting shesaidso.ams the main purpose has always been to connect people and make an actual change within the industry, achieving diversity and equality in a real way. Not just by talking about it and meeting up, but also by inspiring a next generation and making sure we are creating a better tomorrow in the scene. Whether this is by creating more collaborations between women, by sharing experiences and advice, or by helping each other grow.”

“I was honoured to be part of the she.grows mentorship program in the UK by the london shesaidso team, and I was so inspired and touched by the real opportunities at hand within a mentor program. The connection that is made between a mentor and a mentee, the clear boundaries such a relationship creates in which there is a safe space to express your challenges, struggles and day to day thoughts is very powerful. When we might feel we can’t bother our friends and loved ones with these questions related to our work/life balance, or even when we might feel we have to put on a good face to our surroundings and hide our fears, anxieties and problems, a mentor relationship can break through those barriers. Because the relationship is so clearly set to discuss, inspire and help each other on the level of work and life in general, it’s easier for a person to open up and really get to the core of what’s at hand within their work and personal life. This depth and true connection is what makes a mentor program so special.

“The fact that we can connect the next generation of female professionals with established women within the industry is so important. When I went to university or did my internships, most of the ‘mentors’ and role models I encountered were white men. And although there is nothing wrong with respectful, professional and inspiring men within the professional scene, you are unconsciously then thinking that higher up, key positions in the scene are only there for those men. As a young, aspiring female professional it is so powerful to be connected with a senior, female role model. To see what she has accomplished, hear about the opportunities she has seized and learn about the ups and downs of her journey is something that can resonate with the next generation like nothing else can. That’s what I believe to be the essence of she.grows, the opportunity to achieve real change together.”

Jesler Amarins (Project Manager & Conference Curator, Amsterdam Dance Event): “As a curator for ADE University, our official conference aimed at the next generation of music professionals, it’s amazing to see that every subsequent year, there are more women in the audience. One of my favorite parts of ADE University is to connect young professionals to the established scene, so the SheGrows! Initiative is right up our alley! I hope that, with she.grows, the music industry will become more accessible as a workfield by introducing students to some of the most awesome women in the business.”

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London launch event details

The event will consist of an official welcome from founders Harriet and Holly, followed by interviews with previous mentors and mentees + lots of time for mingling!

What you need to know

Date: Wednesday October 17th 2018

Time: 7:00–9:00 PM

Location: The Ministry, 79–81 Borough Rd, the newly opened private members club by the Ministry of Sound Club. Note: as this is a private members club everyone will need to bring a piece of ID and only plus 18’s are allowed inside.

We really hope you can join us and can’t wait to start off this years program! — please RSVP to the email shegrows@shesaid.so with the subject ‘Launch Event’ by no later than the morning of Wednesday October 17th to let us know if you are coming!

Sarah Stam is an Amsterdam based Music enthusiast who focuses on Marketing, Branding & International Relations within the (electronic) music scene. Having worked for Spotify and Armada Music in the past, Sarah consults artists and labels on their branding, identity and marketing strategies under the umbrella of Set The Tone. Working with clients like the AEI Group in London, known for (YouTube) labels like UKF, NCS and TheSoundYouNeed, and Dutch electronic indie label Future House Music, working closely together on their brand strategies, marketing campaigns and international relations, to managing up and coming producer and UK based DJ Ellis. Sarah spearheads the Dutch department SheSaidSo.Ams.

Member Spotlight #7: Sarah McBriar

Sarah’s work is a no-brainer for her. After traveling the world and working/learning with others in the festival industry she identified a need, channeled her passion and created her own version. Sarah’s audio, visual and arts festival, AVA Festival, will be in it’s third year this June.

The multifaceted structure and creative energy that pours from the festival comes from the best origin story there is: a group of friends coming together to do what they love and know best. Talking to Sarah, you get a real sense of confidence and willingness to dive in no matter the challenge. Passion is the driver, the rest will fall in line…

By: Zoe M

What was your experience like starting off in your career? Were you anxious, passionate, confident?

Sarah McBriar: When I started I had a lot of fun! I have always cared a lot about my work — so being passionate about what I do is really important to me. Like anything, the unknown is fun, and slightly scary but that’s what gets you really into it!

You’re coming up on the third edition of your Northern Ireland audio, visual and arts festival — AVA Festival… can you compare your first year of the festival with this latest edition? How have you grown and what have you learned since you first started up?

The Festival has grown a lot. When we started back in 2015, it was really all mates, both the DJs and attendees. Now — going into year 3, we are really honoured to continue to grow and invite International artists such as Jeff Mills and Marcel Dettmann, and continue to book the best emerging talent and established talent in Ireland.

What inspired you to start your own festival? How does AVA set itself apart or what is the overall goal of the festival?

I had worked on festivals in mainland UK, at Glastonbury, Block 9, MIF (Manchester International Festival) and Warehouse Project. I had travelled to many in Europe too, Sonar etc. I wanted to create a truly creative electronic music festival, merging the music with the visual art. I didn’t think that one existed in Northern Ireland, and I wanted to create a platform for all of the incredible talent coming out of Ireland, as there was so much — for those within Northern Ireland and those who had left but were doing great things elsewhere… a reason to come back and showcase their work. So AVA was a response to wanting to create this.

Working in the festival circuit, there obviously comes that time of the year when a festival is nearing its start-date and things get particularly crazy — what are some things you to do keep your wits about you?

Exercise. Chocolate. Yoga & meditation (need to do more of that!) Laughing with my Girlfriends.

How have the positions you held in the past set you up for success in running AVA Festival and/or starting your own festival?

My previous experience has played a huge part in setting me up. I worked for the Block 9 team for 6 months on Glastonbury which in my opinion is the best festival in the world, it’s a mini city set up for 5 days — it’s incredible. I supported the core team and assisted the producer, working on the pre-production, understanding the level of detail required and the time it takes, along with on-site experience. I also worked for MIF [mentioned above] which is such an incredible event, across 3 weeks — across the city, a combination of interesting spaces, arts & music and International debuts of work! It really is one of the best. I worked across a series of events on the operation side in a voluntary capacity and again learnt from the scale and variation of the projects and sites.
Similarly, I was part of a team who developed a tourism project within City in Manchester, which grew across 4 years. I learnt a lot about teamwork, marketing, staff and operations and the business side of things which really taught me the other side of running a festival — and the major challenge of staying within budget.
I have also lived in a number of cities… Belfast, Manchester, London, Barcelona and Vancouver — learning lots about different cultures and art forms, and about tourism; all areas which really feed into developing a festival!

What are the most important takeaways you’ve been able to transfer from these past experiences to running the AVA Fest?

1. Have a core ethos, both in how you programme and how you manage — and keep to it! It is what you are and what you will be long-term!
2. Develop strong relationships that last long term — value you them, they stick with you.
3. You have to watch your budget every day.
4. Enjoy it. If it doesn’t make you happy — something isn’t right!

If you could pick one — what artist, that you’re featuring at the festival, are you particularly excited about?

Jeff Mills [also mentioned above] — he is debuting a lighting and live project with the incredible Parisian lighting designer Guillaume Marmin — I can’t wait to see this.
… Also Fatima Yamaha and New Jackson!

What are some lesser-known, but equally amazing festivals out there that we should know about?

Sacred Ground in Berlin, Field Maneueuvres and Love International!

Why do you think we’ve seen the popularity of festivals rise on the recently? Do you think it has to do with the live music aspect? Brand partnerships? What’s your insight/take on this?

I think the whole industry has grown. I think people love to experience music in a live capacity, as music is so easily and readily downloaded, people seek the live experience now. The growth of the sector, the opportunities there are for festivals, interesting spaces and live acts has all led to the growth of festivals.

What are you currently listening to on repeat?

Hammer’s latest track: MANAKA
New Jackson’s latest track: ANYAS PIANO

Who/what gives you strength?

Great vibes, great music, a class team, amazing friends!

What else should we know about you or what you’re currently working on?

The AVA emerging talent competitions are super special. Since starting in 2015, we have found some serious talent!
PLUME is a collaborative project I work on with Oisin O’Brien where we create art directed, high impact visuals, installation amongst other things- it’s super exciting work and was born out of working together on the festival.

The AVA Festival runs for June 2–3 in Belfast.

Tickets here | Lineup here | Watch the AVA highlights of 2016 here