麻豆约拍

Ever since I started Larmer Tree Festival twenty five years ago I’ve made it a priority to champion young emerging and exciting new talent. In 2013, when we joined forces with the Association of Independent Festivals, I was extremely keen to get involved with the 麻豆约拍 Introducing programme and help some of their talented acts break through on to the festival circuit.

AIF initially collaborated with 麻豆约拍 Introducing at the Radio 1 Hackney Weekend in 2012. Having rolled out the scheme nationally, the initiative has since seen the likes of Savages, My Panda Shall Fly, and The Heartbreaks come through the scheme, all of which played on the main stages of AIF festivals.

The partnership exists to pair emerging artists with independent festivals, as championing new music is a big part of the festival world, and something that all of the promoters within AIF believe in. AIF and 麻豆约拍 Introducing help open doors for the headliners of the future, working together to develop great British talent.

Last year the 麻豆约拍 gave me a really strong list of possible acts and I was struggling to choose, but the moment I heard James Bay’s music (whilst driving to work on a cold April morning) I immediately knew he was perfect for Larmer Tree Festival. James played a notoriously difficult opening spot on the Main Stage, but he rose to the challenge - as I knew he would - and soon had our festival-goers completely on side. He finally left the stage after two encores! I’m extremely pleased to see James’ much deserved meteoric rise to stardom, including his BRIT Awards 2015 Critics’ Choice Award win, and I can’t help but feel proud of the little help we gave him along the way.

I’ve always encouraged young artists at Larmer Tree as I feel the festival stage is a great proving ground for any emerging talent. It’s a chance to perform in front of a much bigger, discerning audience and really experience what it’s like to entertain thousands of people, many of whom have no idea who you are. It’s a steep but valuable learning curve where some, like James Bay and Cymbals, really prove their worth. We choose Cymbals to play a couple of years ago and the moment they stepped on stage I knew they were going to be big! Secretly, I think watching the 麻豆约拍 Introducing act take to the stage each year also reminds me of what it was like when I was that age and the utter thrill of facing my first audience as a performer!

The music industry and green field festivals have seen a massive sea-change since I started Larmer Tree in 1990. People seem to love the uniqueness of Larmer Tree Festival, and twenty five years on we’ve proved you don’t have to sell out to sponsors to make it! I feel it’s more important now than ever to maintain that fierce independent spirit we all had back in the 1960’s. In this increasingly commercial world, the work done by AIF and 麻豆约拍 Introducing for festivals and artists is hugely important and should be supported.

Young bands often ask me ‘how do we get a spot at a festival? I tell them to just get good enough so that it’s me begging them to play Larmer Tree! Seriously, like every other festival programmer, I’m approached by literally thousands of acts, and I have to say I often only have time to listen to a first verse - so my advice is make it easy to access the music and make that first verse a killer! But even more importantly, practice, practice and practice some more, then just get out there and play as many gigs as possible. Stagecraft is a vital skill to acquire and there is only one place you’ll get to learn that. The Larmer Tree team have spotted some fantastic artists playing out and about, which has led to them playing at the festival. This year we welcome Wesley Bennett who was spotted performing in a local café! Additionally, our own Larmer Tree Breakthrough Music Awards, now in their third year, also offer an opportunity to unsigned talent. Take a look at our website for details of how to apply. There are always opportunities if you’re tenacious enough.

I’m currently waiting in eager anticipation to get that 2015 list from 麻豆约拍 Introducing. Hearing the chosen artist performing on the Larmer Tree stage in July will be a perfect way to celebrate 25 years of bringing great new music to the heart of the English countryside.

James Shepard is Director and Founder of , which celebrates 25 years in 2015. Find out more about the Association of Independent Festivals .