Social Avenue: The Manchester promoters throwing safe parties in a pandemic
Superstar record spinners Eats Everything, Darius Syrossian, Alan Fitzpatrick, Judge Jules and Skream have all signed up to feature on the bills for the socially-distanced events at Trafford Park, which have - against all odds - proven to be a huge triumph.
There’s some amazing footage doing the rounds on social media right now showing thousands of people packed inside a pool party – floating on top of inflatable dinghies whilst electronic music buzzes overhead.
But what’s most striking about these images isn’t the colossal crowd or the pounding soundtrack. It’s the fact that they’re broadcast from Wuhan.
Yes, that Wuhan – the same place where coronavirus first reared its ugly head before ravaging the world.
Just a few short weeks ago, scenes like this were utterly unimaginable. Most of the people in the video were confined to their homes as recently as April – with the city severed from the rest of the country.
But this part of Hubei, once a terrifying picture of sickness and panic, is back partying like COVID never happened.
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Seeing the return of the festival in Wuhan has stoked feelings of surprise, astonishment and even envy in the western world.
But these images also offer an optimistic glimpse into the future.
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One day, that will be us again.
We’re not there yet, sadly. But, hopefully in the months ahead, full-scale raving will return.
And in the meantime, Social Avenue – the safe dancing event series based right here in Manchester – is helping us get there, one step at a time.
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Social Avenue founders, Brian & Jorge
Whilst the UK continues to try and shake off the lingering symptoms of coronavirus; bars, restaurants and exercise centres have all cautiously returned to action.
But parties and festivals have remained largely banned.
Between the loud volume, close contact and big crowds, experts consider music events to be some of the most likely gatherings to cause an outbreak.
However, Social Avenue’s ‘dance at a distance’ series has found a way to tick the safety boxes whilst treating electronic music lovers to their first live raves since March.
Superstar record spinners Eats Everything, Darius Syrossian, Alan Fitzpatrick, Judge Jules and Skream have all signed up to feature on the bills for the socially-distanced events at Trafford Park, which have – against all odds – proven to be a huge triumph.
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Social Avenue
Social Avenue events see people partying in their own little pockets at allocated tables – with drinks and grub available to order from start to finish.
One-way systems are in place around the car park – as well as hygiene stations and social distancing measures.
Face coverings are also encouraged and handed out to every person on arrival.
The pair behind the promotion, Brian and Jorge, thought about the idea shortly after events stopped completely in March. They couldn’t help but wonder if there was another way for live music to continue.
“We slowly started to work more on the idea of a socially distant event series which seemed very ambitious at the time,” the duo said.
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“But once Boris announced that outdoor social distancing events could go ahead, we immediately pushed forward with our planning.”
Two weeks later on July 25 – Social Avenue was born, and summer was saved.
Social Avenue
Whilst the first few events were challenging, the promotion soon found its feet.
The team found a way to welcome 500 people into Trafford Park by working closely with local authorities; investing in a health and safety team to go above and beyond the guidelines set by the local council and government.
Brian and Jorge said: “Our Health & Safety Officer, Brian Cleary has taken no shortcuts on our site and has made sure that every possible guideline and more has been covered for everyone’s safety.
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“It’s been stressful and the hours have most definitely been excessively more than any other project but our full team at JBM Music have been amazing throughout!
“We are definitely happy with the current outcome, the feedback we are getting from attendees is very positive. We hope to carry on this same momentum and keep building the blocks to the safest socially distant event series in the UK. “
Brian and Jorge say the events industry “has been left in the dark in regards to guidance and help”, and they’ve had to think outside of the box to ensure maximum safely for all ticket-holders at Social Avenue.
Extra measures include hand sanitiser being on tables and toilets – as well as site supervisors and door staff handing out extra masks out in case someone loses theirs.
But of course, all of the measures in the world are still utterly ineffective if the public don’t follow the rules.
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Fortunately, so far at Social Avenue, the crowd has been compliant.
“The general feeling and way people have acted have been absolutely brilliant,” explained the promoters.
‘Those who have attended Social Avenue have really embraced the new measures in place, and this really helps us do our job safely and even better.”
Despite the major success of Social Avenue so far, the future still hangs in the balance. Brian and Jorge know everything can change in an instant – which is why they’re doing everything they can to ensure the series continues for as long as possible.
Social Avenue
“We want to keep our JBM Music staff in work as well as provide work for bar staff, site crew, security, cleaners, lighting/audio engineers etc,” explain the promoters.
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“The whole entertainment industry itself has been turned upside down with no real vision still to how it will return or what measures are going to be in place for the return in the future.
“Lots more events are beginning to pop up with social distancing in place. Whilst these will not be to everybody’s taste, it is really crucial to urge people to support small businesses, as the amount of people it benefits within our industry is huge. Where possible we urge people to hang onto tickets for postponed gigs, too.”
“If social distancing events are something we have to carry in to next year due to the pandemic we are ready to do so.
“We’re also ready to build on our current idea to create something much bigger for Manchester!”
Find out more about Social Avenue and grab tickets for their parties here.
Audio
Review | PinkPantheress turns Victoria Warehouse into one huge party on first night in Manchester
Emily Johnson
There was a point during Pinkpantheress’ set at O2’s Victoria Warehouse where you almost forgot you were watching someone perform an album that barely stretches past the 20-minute mark.
Instead, night one of two Manchester shows felt like one huge club night curated by one of the most exciting British artists around right now.
From the second you walked into the venue, greeted by an army of plaid, the world of PinkPantheress (real name Victoria Beverley Walker, for those who didn’t know) completely took over.
The stage itself mirrored that energy too, with a two-tier setup that allowed her to constantly move around the space, appearing and disappearing throughout the night alongside outfit changes, dramatic lighting and eventually, a pair of angel wings.
Backed by her dancers and DJ Joe, the entire show felt slick, immersive and miles away from the early days of PinkPantheress nervously clutching onto her handbag on stage like a comfort blanket. Ironically, the handbag did make a brief appearance during the evening.
It’s a reminder of just how much her performances have evolved – and evolve they have.
What could have easily been a short and simple set instead became a fully realised live show, complete with extended dance sections, rave-inspired moments, drum solos and seamless transitions that made the whole thing feel bigger than the music alone.
There’s also something undeniably British about a PinkPantheress show: the UK garage influences, the fashion, the awkward humour, and the understated confidence all combined into something that felt distinctly hers.
At one point, she paused to laugh: “It’s hot in this venue, f*** me,” which summed up the sweaty chaos of the night perfectly.
At one point, she joked that the last time she was in Manchester, she made it all the way to the final stage of Pointless, before being told she was now “too famous” to go on the show – a perfectly PinkPantheress anecdote that had the crowd laughing immediately.
By the end of the set, Victoria Warehouse felt less like a gig venue and more like the best house party you’ve ever accidentally ended up at.
And with another Manchester show still to come, it’s safe to say the party isn’t over just yet.
Review | We need NBHD Weekender every year – and so does the North West
Danny Jones
Neighbourhood Weekender returned for 2026 this late May bank holiday, and after its second consecutive edition following an admittedly brief hiatus, we’re more confident than ever that we want this music festival on the calendar every single year.
Actually, we’d go so far as to say that lots of people around the North West and beyond NEED it.
We know plenty of people are understandably wary of potential hyperbolic declarations like that, but let us explain ourselves…
For starters, getting an opportunity to see the likes of criminally underappreciated Northern names like Richard Ashcroft playing the big slot on the main stage is a good place to start.
Many of you will have no doubt seen the Wigan legend on solo tours – not to mention serving as the pitch-perfect support act for Oasis’ reunion tour last summer – but topping the bill on Saturday night of NBHD Weekender 2026 served as yet more proof that he is, in fact, a headline act.
Maybe that changed a little for lots of people post-Live ’25, but his set was one of several over the course of the two-day festival in Victoria Park that served as a reminder of just how good lots of these long-standing acts both were and still are.
Kaiser Chiefs, Razorlight, The Fratellis, Mel C, Shed Seven, and so on: they’re not just nostalgic acts that those of a certain generation get to enjoy as a throwback – they’re all still incredible, seasoned performers in their own right.
They boast a wealth of experience and aptitude for playing to live crowds that you only get by being very good at what you do for a long time. You only have to look at the countless youths who quickly realised they knew more choruses than they realised, and got to sample hearing them in person for the first time.
Strong crowds from 12 noon until curfew. (Credit: Audio North)
And then speaking of the younger, more up-and-coming section of the lineup, the next generation absolutely smashed it as well. Let’s just say there were more than a few rising stars on show.
Westside Cowboy are clearly at the start of something very special and got a healthy dose of shout-outs from punters on the day; Keo were as frenetic as everyone knew they would be, Brooke Combe was on top form as she has been every time we’ve seen her, and Cassia were class.
More Mancs rose to the challenge in the form of The Guest List’s biggest show yet, too – they were also left super humbled when we spoke to them afterwards – and fellow regional band The Royston Club were nothing short of excellent, simple as.
Hearing thousands belt out ’52’ and ‘Cariad’ at the top of their lungs was one of our highlights of the entire weekend, to be honest.
Of course, then you’ve got the likes of the already established DMA’S, who were absolutely box office and made it plain how much affection they have for “their second home” up here in this part of the UK, and Sunday’s headliners, Blossoms, have proven time and time again that they’re the real deal now.
But aside from banger after banger, it was a conversation we overheard near us during the Stopfordians’ set that helped us come to this revelation.
Somewhere between their walk-out on stage and the second/third song, a bloke and his mate behind us shared an intimate moment we felt almost rude for having accidentally eavesdropped on, right up until the point it made us well up ourselves.
Without going into too much detail, this very stereotypical-sounding Northerner dropped all pretence and confessed to his friend that he’d had a tough couple of months, and that he’d been looking forward to this for weeks – not simply because Blossoms are his favourite artist, but because he needed it.
Call it a release, that hour or so of sheer abandon, or just sharing a special music memory with his best mate: whatever it was, this evening was much more than a gig to him. People throw the phrase ‘lifesaver’ around about music a lot, and it never feels like an exaggeration in moments like this.
It was also apparent that he was a working-class Warrington native who was lucky enough for his postcode to help him afford to go to Neighbourhood Weekender and have this embrace with his pal, who was in an ideal setting to have perhaps a long overdue heart-to-heart. THIS is what it means to people.
Music is therapy, and when done in its purest form – i.e. played live to people who live and breathe the stuff – it can do more good than you’ll ever know.
The Manc -
20th August 2020 
