SEPTEMBER | FEATURE
Summer
time
vibes...
The View from The Shard
launched a Summer of Music
festival in August, taking
advantage of The Shard’s epic
views across the capital, in a
night time setting.
“It’s an opportunity
to case study
different
demographics”
A variety of artists will be
performing at the top of the
iconic structure, adding
entertainment to the photo
opportunities.
Artists on the events’ bill
include Hoosiers and
performances from Artful
Dodger and Pied Piper as well
as afternoon acoustic sessions
from unsigned acts, organised
by Talentbanq.
What sort of kit are you using?
We use fixed lighting, PAs,
staging, upscalers and descalers,
with the band, for the DJs they
have a more retracted riser.
I have my own production team
I work with, and it’s a case of what
fits when and what works. We need
transparency and continuity in
the deliverance. The last thing we
want is bad sound. The music must
not be too over bearing. Being
stripped back meant it would be
more personal, engaging, and
special. But on production we find
clever ways to get the most out of
the area.
Saturday nights bring Dj
entertainment from the likes
of Vernon Kay & Love islands
resident Djs The Mac Twins to
George Shelley & Toby Anstis.
information.
I didn’t want to over extend and
get a full band in, and 52 channel
desk, so we had to be humble and
provoke engagement. It’s going
to be acoustic, so not too loud. It’s
about creating an ambience.
I wondered what happens when
you put these artists which are
something for everyone, from my
mum and dad to my brother, so all
demographics can enjoy it in a way
that’s appealing to them.
We’re using various styles
of music, which all come
with different production
considerations, but we find in
that space, tailoring it to different
needs, we realised we have a lot in
place that we can use.
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It’s an opportunity to case
study different demographics. You
put anyone huge up there it will
always sell, and you don’t get the
feedback you want. But there’s a lot
of superfans, and engaging with
them so personally is important to
me. The Hoosiers are the band of a
lot of people’s summers.
For Seafret, one of my favourite
bands on the roster, we have this
canape of fairy lights, which will
provide a festival vibe. I want to see
the reaction of the crowd, and see
London glowing. It will be warm,
and London will be at your feet.
Artists are far more likely to
work with brands and offer fan
engagement. Maybe at some point
we’ll put a string quartet up there.
How is the music industry
changing?
The industry is certainly
changing, and we need to find
Right: Views of The Shard
more ways to create value for
artists and management. No one
can afford to be after a quick buck.
Brands offer a huge amount of
market reach and have the same
need for market reach as the artist
does, so it’s about pairing the right
people together.
I’ve not oversold the events,
as I want press and people to be
comfortable. The plan is to hold
back so we can scale up or down.
I love the challenge and solving
problems.
If you’re passionate about
something, you’ll find a solution
and you’ll get people to work with
you. After this, who knows, we’ll
find more creative spaces to do
more amazing things.