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.
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.
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.
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.
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.
“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.
“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.
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.
“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
Revenue from Manchester’s ‘big gigs’ to go towards supporting local grassroots music venues
Emily Sergeant
Manchester City Council is set to earmark almost £250,000 to support grassroots music venues in the city.
Following on from the success of the city’s huge summer of music, which in recent weeks has seen hundreds of thousands of fans converge in the city to see massive names like Olivia Rodrigo, Billie Eilish, Charlie XCX, Elbow, and Robbie Williams, as well as other talents like Fontaines D.C. and Sam Fender still yet to come.
Oh yeah, and there was also that small matter of Oasis reuniting for five nostalgia-drenched gigs in Manchester’s Heaton Park earlier last month.
Over the course of the summer, it has been estimated that Manchester will have attracted a whopping 1.3 million music tourists, which is being described as a ‘tremendous’ boost for the city’s economy as a whole, especially the hospitality industry.
Revenue made from Manchester’s ‘big gigs’ this summer is to go towards supporting local grassroots music venues / Credit: Eldhose Kuriyan | Joshua Hanson (via Unsplash)
These huge events are also generating income for the Council too, either by being hosted in the city’s largest parks with commercial arrangements for their use, or through the business rates paid by major venues – and it’s this income that has been earmarked to go towards supporting grassroots music venues throughout the city.
As well as reinvesting part of this revenue into parks and greenspaces, the Council is planning to set aside £245,000 to be made available in financial support for Manchester’s grassroots venues.
While exact details are in the process of being finalised, the intention is that the scheme will be administered by the Music Venue Trust to ensure that the money gets to where it is needed as ‘quickly and effectively’ as possible.
It’s estimated that Manchester will have welcomed 1.3 million music tourists before summer’s out / Credit: Nathan Mullet (via Unsplash)
“Manchester is a big noise in the music world,” commented Councillor Bev Craig, who is the Leader of Manchester City Council, “and this summer, all eyes have been on the city as we’ve hosted some huge concerts and seen unprecedented success in our large venues.
“But while the biggest gigs might dominate the headlines, we know they are only possible because they are part of a wider ecosystem, with grassroots venues providing the launchpads for acts to develop and grow.
It's been a BIG summer of music in Manchester.
We've got pioneering plans to use money raised by some of the biggest gigs to support our grassroots venues – a vital ingredient of the city's amazing music scene: https://t.co/8ekQN7AmGBpic.twitter.com/MpVWpeHqbk
— Manchester City Council (@ManCityCouncil) July 31, 2025
“We know that across the country, grassroots venues are struggling. That’s why we want to ensure that our grassroots venues can share some of the benefit from the success of those big events.
“We’re blessed in Manchester with an array of great smaller venues.
“They are there to be enjoyed and I’d encouraged anyone who values them to get out and support them.”
Featured Image – Rahul Kukreja (via Unsplash)
Audio
Five Manchester artists we’ve been listening to this month | July 2025
Danny Jones
Hello again, it’s us: The Manc, or more specifically, our Audio North arm – back to talk about the music coming out of Greater Manchester that we’ve been listening to over the past month.
If you’re new here, it really is as simple as that, and whether they’re revered veterans of the region’s music scene or what we think might be the next up-and-coming thing, as long as it’s from ’round our way, we’ll give it a chance.
Five native artists, three recommended tracks from each and hopefully hours of exciting new listening if you play your cards right.
Headphones and playlists at the ready. Here’s what we had on in July.
Manchester music we’ve been into recently
1. poor effort
We’re kicking things off with an experimental project from Salford-born and Manchester-based musician and writer, Matty Dagger, whose new outing in the spoken word space immediately caught our attention when it came down the grapevine. It’s a bit alternative, a bit punk and very Manc. We love it.
Some might say it’s reminiscent of Yard Act and Sleaford Mods, which would be fair, but more specifically, our first listens gave us Stockport’s very own Hello Cosmos with a sprinkling of Oldham’s Seb Lowe (both previous monthly picks). The lyrical/vocal delivery is charmingly casual and anecdotal.
Dagger’s poor effort couldn’t be anything less than; there seems to be a very considered approach to the more electronic style of spoken word and poetry-driven music. You can complete the discography already, but we’d start with ‘you’re wrong, i’m right (symphony)’, ‘HMRC’, and then ‘City of Hope’.
Cool visual aesthetics going on too.
2. Victoria Jane
Next up is a big knee-jerking turn in genre and overall temperament, as if Dagger has been making us pay microscopic attention to every word and Greater Mancunian reference, this local musician hooked us in with her somewhat quieter but inviting timbre of voice and smooth, almost sleepy melodies at times.
Victoria Jane may have been born in London, having previously collaborated as part of the Vibbar collective, but having moved to 0161 as a kid and falling in love with Man United, she’s always immersed herself in the Northern way. The R’n’B act also presents BBC Radio 1 ‘Future Soul’ show.
Her work really hits all the notes you want, from smooth and soulful singing, to not quite voice cracks but soft, intentional breaks that often feel nigh on agonising – as if she’s into you and welcoming you to slump back the other way. ‘The One’, ‘Voicenote Freestyle’ and ‘On My Own’ are our picks.
Number three is, admittedly, another big whiplash when it comes to overall experience, but it’s one of the most unique musical discoveries we’ve made in a hit minute. This musical duo is called Phellotape, conceived by double bassist Alice Phelps and multi-instrumentalist producer Thomas ‘Twem’ Twemlow.
They met while playing in the queer alt-rock outfit, The Irrepressibles, but this project could be branded as anything from alternative and/or experimental to maybe even art pop. All we know is the multi-talented mix of instruments within almost every section, and pulling from numerous styles is pretty staggering.
Rather fittingly, there are only two recorded tracks to their name so far; ‘Rain’ is a quiet, atmospheric song that puts you in mind of London Grammar with a mix of the xx and Massive Attack, while ‘Hungry Ghost’ is quite easily one of the most interesting tunes we’ve heard in the past decade. No exaggeration.
4. 10cc
Fancing something more familiar for number four? Well, as a born and bred Stopfordian myself, every now and again I go back and admire some of the incredible names that recorded at the town’s famous Strawberry Studios – one of which is Stockport‘s very own 10cc. Great name, great band.
The moment I heard my then-teenage brother play ‘Donna’, I was baffled as to why he was playing what I then just dismissed as “old music”, before it quickly got stuck in my head. Is it their best tune? No. Does it still hold a special place in my head and heart? Yes. Do they have other standouts? Absolutely.
For the record, while most people recognise the likes of the controversial ‘Dreadlock Holiday’, I’d argue ‘Good Morning Judge’ is their best track and the first time I listened to it, I thought it was one of the coolest sounding intros ever. Still do. ‘I’m Not In Love’ with them, but they are a core childhood memory.
A hugely undercelebrated of Greater Manchester music history (Credit: AVRO/Dirk Annemans (via Wikimedia Commons)
5. Oasis
Speaking of legends who evoke nothing but feelings of hometown pride, legacy and pure admiration, it’d be the most see-through lie ever to pretend that we haven’t spent most of this last month listening to the almighty Oasis amid their comeback tour.
We had the pleasure of being there at Heaton Park and up on ‘Gallagher Hill’, which now has its own precious place in British music history, and July as a whole still feels akin to a fever dream and similar to what we imagine Glastonbury is like for those nearby when it takes over their entire universe.
July 2025 really was “biblical” and we don’t think we’ll ever get over it, so, last but not least, we’d thought we’d give a special shout-out to some of our favourite tracks that didn’t make the setlist. ‘Don’t Go Away’, ‘Shock of the Lightning’, ‘Round Are Way’. Done.
As The Masterplan proved, everything from the so-called ‘filler’ album tracks to those B-sides is better than most other bands could dream of. As you were x
The Manc -
20th August 2020 
