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
Meet Larishka – the DJ making her mark on Manchester’s Garage scene
Emily Johnson
It’s time to meet Larishka – Audio North’s Artist of the Month for October.
For Larishka, music has always been around her in some form. Growing up surrounded by classical and rock music, she never expected her route into electronic music to begin with a Parklife set from Carl Cox, before eventually becoming a DJ, promoter, and co-owner of Manchester’s Ghosts of Garage.
Today, she runs events, DJs across House, Garage and Bass, and is helping build a community around one of Manchester’s most exciting electronic music brands.
From promoter to DJ
Larishka actually started out as a promoter while doing an apprenticeship at a music booking agency. She always knew she wanted to work on the events side rather than bookings, but felt like she wasn’t going to make many connections within the industry while living in Oldham.
Her plan was to go to university to study music, with the hope of learning to produce while also moving into Manchester and making connections within the city’s music scene.
Quite quickly into her studies, she joined Ghosts of Garage. After about a year, she had something of a lightbulb moment.
Meet Larishka, the DJ making her mark on Manchester’s Garage scene / Credit: Supplied
“I was studying music, I run my own nights, and I was always on the aux at house parties, so why have I not learned to DJ yet?” she explained.
That realisation came while she was sitting on MATTIK’s living room sofa, where she asked if he would teach her. Before long, she was calling him every day asking if they could go to the studio and practise mixing.
“I owe it to him really, he was a brilliant teacher.”
“I get it” – the Parklife moment that changed everything
Larishka’s introduction to electronic music wasn’t exactly the traditional one.
“I grew up on classical and rock music – my dad was a sound engineer in the 70s so that was his thing really, and my mum played the piano every single day so that’s what I was constantly around.”
She first heard house music when she was around 15 or 16, after a friend sent her a track they had found on SoundCloud.
“I listened to it out of my phone and didn’t really get it, it was too repetitive.”
A few years later, everything changed. After hearing Parklife from her window every year growing up, Larishka eventually went to the festival for the first time and watched Carl Cox close The Valley. He played ‘Finder’ by Ninetoes, and it was the first time she had experienced electronic music on a huge sound system.
“I remember being in absolute awe and turning to my friend and saying ‘I get it’ and from then, I was just absolutely hooked.”
It became a genuine turning point.
“I had my A Level exams that following week and when I was revising all I was listening to was house music and I remember my Dad coming in and saying ‘Is this you forever now?’ and I said ‘Yeah I think it is'”.
Larishka is Audio North’s Artist of the Month for October / Credit: Supplied
Why Manchester means so much
“I mean it’s home, and always has been.”
Having become part of the city’s music scene, she says she feels incredibly lucky to have found a community around her.
“There’s a certain camaraderie that exists here that I don’t know that you’d find anywhere else.”
For her, that sense of community is what makes Manchester’s music scene so special.
“Seeing people you know everywhere you go, you kinda feel like you’re never alone and that you’re actually part of something.”
That spirit extends beyond electronic music, too.
“And it’s not just in electronic music either, that spirit exists across all genres – Manchester music history is so rooted across such a broad spectrum of genres, and to see that still prevailing today is something we should all be proud of.”
Building Ghosts of Garage
It’s impossible to talk about Larishka’s journey without talking about Ghosts of Garage.
She’s a co-owner of the brand, having joined in 2021, and works across its marketing, bookings and creative direction alongside Rich Reason. For her, one of the biggest things that makes a Ghosts of Garage night stand out is its commitment to the music.
“The music and lineups truly never miss, which is a credit to Rich. The guy knows how to program a lineup.”
The team makes a conscious effort to champion new talent, often including at least one Manchester or UK debut on a lineup.
“A big part of each event is making them unique while keeping the brand consistent – each event has to have its own USP or else the nights get boring and people think they can just skip this one and go to the next and it’ll be the same.”
For Larishka, music has always been around her in some form / Credit: Supplied
Community is a huge part of the brand.
“We’re also big advocates of community and want to create the gap between audience and DJ as little as possible, so try to get the crowd involved as much as possible through things like our WhatsApp community.”
The aim is to make people feel like buying a ticket means becoming part of something bigger.
“We want people to feel like if you buy a ticket for our event, then you’ve unlocked a key to be part of something.”
Larishka’s advice for getting into Manchester’s music scene
For anyone hoping to break into Manchester’s music scene, Larishka’s advice is simple – go out.
“I’m way more likely to book you if we’ve met and we’ve had a good chat because it means I can put a face to a name and I know what you’re like.”
For her, being part of the community is about more than simply sending messages and asking for opportunities.
“Being an active member of the community means you’re already part of the night, so booking you to DJ just makes you even more part of it than you already are, rather than someone I’ve never met before who’s in my DMs.”
Ultimately, it comes back to the same thing that has shaped so much of Larishka’s own journey – showing up, meeting people, and becoming part of something.
Featured Image – Supplied
Audio
First look inside Locker and In Hand, a brand-new music venue and gig-friendly food concept at New Century
Lydia Mastrolonardo
There are two fresh new concepts taking over the ground floor of our well-known and loved New Century, serving up a brand new menu of gig-night bites as well as grassroots music events.
Launching side-by-side are Locker, a 450-capacity grassroots live music venue, and In Hand, a food offering that promises ‘gig-friendly’ food like Detroit-style focaccia pizza pies, 24-hour brined chicken tenders, sandos and sides.
Both concepts will launch in sync today, marking a significant new chapter for the restored venue, which has pivoted away from its previous New Century Kitchens food hall concept.
With the previous food traders moving on to fantastic new ventures, this new chapter allows one sole food offering to sit alongside the beloved bar area, keeping simplicity at the forefront of the concept.
The menu is designed for speed and ease, ensuring you can grab a quick bite in between sets at Locker or New Century Hall without missing out on the music, whilst still holding your drink of choice in your other hand. Perfect for keeping the night going, instead of having to leave mid-event to get some food to fuel you.
This no-mess menu is serving up deep pan Detroit-style focaccia pizza slices or 8×10″ full pies, featuring everything from a classic margarita or pepperoni through to a chicken parm, mushroom and truffle or Detroit hot loaded with jalapenos and ‘nduja hot honey. Oh – and every pizza comes with their signature caramelised cheese crust – have we said all of your buzz words yet?
Detroit-style pizzas at In Hand at New CenturyThe main bar at New Century will serve Locker and In HandIn Hand food is designed to be gig-friendly
If it’s more just a bite you’re after, there’s a wide selection of grab and go sides. Our personal favourite were the 24-hour brined, double fried chicken tenders, available in a range of flavours such as lemon pepper, garlic parmesan, ‘nduja hot honey, smokey BBQ and masala mayo.
Though if it’s something more filling you’re seeking, then there’s their delicious selection of sandos, all served with seasoned fries, like the classic chicken sando, prosciutto and ricotta on focaccia, chilli cheese chicken sando and a roast harissa halloumi.
In Hand will also be open during the day, making it the perfect spot for a post work pint, to quench your thirst and refuel after a shopping spree or as a new lunch spot if you work in and around the Northern Quarter, especially with their lunch time deal.
Inside gig venue Locker at New Century. Credit: The Manc Group
The deal consists of any chicken tenders or a quarter Detroit pizza, plus a side and a soft drink, all for just £10 – it would be rude not to.
Matt Harvey, Head of Food and Beverage at New Century, commented: “The menu is built around what people actually want when they’re at a gig, something that tastes great, travels well and doesn’t slow you down.
“We’ve spent a lot of time getting the foundations right, from developing the dough recipe for the Detroit base through to the brining process for the chicken tenders. Every element has been thought about to ensure In Hand is comfort food done properly, and we think people are going to love it.”
Locker and In Hand are both open at New Century in Manchester today.
The Manc -
20th August 2020 
