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
Aitch is playing a huge hometown set at The Warehouse Project
Danny Jones
Aitch has booked another massive hometown slot as the Moston-born rapper will be playing none other than the home of clubbing here in Manchester: The Warehouse Project.
Joining the WHP25 programme, which is already stacked right up until New Year’s Eve, the 25-year-old is the latest rapper to take on the famous club venue, following the likes of Little Simz and Loyle Carner, who played the event series back in October.
Aitch‘s new album, 4 – which denotes the number of studio LPs he’s made to date and acts as a nod to the M4 postcode – was released on June 20 and has already proved popular with fans.
Having just played Parklife as well as a secret set at Glastonbury this year, he’s already performed most of his biggest slots for the year, but the ever-rising local rapper thought he’d given Manchester another big gig and one more chance to see him live in 2025.
As an increasingly popular main event act across the UK, a headline show at Warehouse Project is nothing short of a massive deal for any artist, let alone a Manc.
The date itself will see him see him performing songs from the new record, which is his second to hit the top 10, as well as a selection of multiple platinum-selling hits.
Sharing details of early access tickets on Instagram stories shortly after the announcement, the UK hip-hop and grime star reminded fans: “This is the only chance to see me shut this sh*t down this year!!!”
It’s actually his only major domestic show in full stop, so if you’re a die-hard fan of Harrison Armstrong and his music, you really don’t want to miss this one.
He’s not the only big name coming to Mayfield this season either.
WHP25 /// FISHER – TICKETS ON SALE NOW
Don’t miss out on what’s set to be an unmissable night – packed with infectious energy from beginning to end – as he takes over Depot Mayfield alongside a lineup coming very soon.
Featured Images — Jahnay Tennai (supplied)/Aitch (via TikTok)
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Five Manchester artists we’ve been listening to this month | June 2025
Danny Jones
Hello there. That greeting may be giving Obi-Wan Kenobi in Star Wars vibes, and we can’t lie, we have listened to some cantina music while working this month… but not as much as we’ve been immersing ourselves in more new Manchester artists.
You should know the drill by now, and it is very much a what-it-says-on-the-tin scenario, but every few weeks, we round up some of the music – all crucially hailing from the Greater Manchester area – that we’ve been listening to of late.
We don’t discriminate when it comes to genre either. There’s only one simple rule: if it’s good, then we listen to it and then, hopefully, so do you.
Get your playlists at the ready.
Five Manc music artists we’ve been listening to recently
1. Arkayla
First up for June are relative newcomers Arkayla, whose name is inspired by “a terrible Oasis demo” from 1991 (their words, not ours – thought it is…) of the same name, a.k.a. ‘I Will Show You’, in which describe Liam Gallagher’s now legendary as once sounding “like a dodgy Ian Brown impressionist.”
However, there’s nothing dodgy about these lot and, thankfully, they’re in an era when you don’t have to hand out tapes recorded in the Boardwalk basement on the street to be heard. The Manchester band, which only formed in 2020, may be Standing on the Shoulder of Giants, but they’ve already got a sound.
There’s an unmistakable British indie element to them and hints at everything from The Kooks to The Lathums, but most notably, there are ’60s guitar notes and some real maturity already. Standouts include ‘Ella Malone’, the acoustic version of ‘Lost In a Valentine’, where the lead singer, Cal Blakebrough, really shines, and ‘Rita’ is such an addictive track.
They don’t get more unknown, undiscovered, but sure to be up-and-coming than iNNAFIELD, who are a female-fronted psychedelia-forward five-piece with roots in Brighton but building a career in 0161. Having recently shone at The Deaf Institute playing a support slot at Academy 1, they have our interest.
If a glimpse of lead singer Jessie Amy Leask’s curly hair, 70s belts and long, flowing skirts plants Stevie Nicks and Fleetwood Mac in your mind, you’d be right in thinking so; a listen to their other live tracks scattered across their socials confirms there’s plenty of other influences going on too, though.
Now, they’ve only got one proper recording out on Spotify called ‘Tell Me What’s On Your Mind’, but we’ve had it popping up on our algorithms everywhere, and we can see why: there’s soft, twinkly strumming, soft almost sleepy vocals before a nice big breakout at the end. Glorious stuff.
No, not that one, the Princess of Monaco isn’t back from the dead, but ‘r Grace Kelly, who is based right here in Greater Manchester, is playing her part in the ongoing country revival taking place across the music world, offering her soulful voice and faux American-folk vibes to our ears.
She may not be a Mancunian by birth, having moved from New Zealand to our shores back in 2022, and although the weather change might have been a big sea change for her, there’s no culture shock to be found in her style; from the audio to the aesthetic, it still somehow feels pretty authentic.
Uplifting acoustic guitars, drum brush strokes, solos, Southern-twang harmonies – you name it, all the ingredients are there. The thing is, if you spend enough time immersing yourself in a genre, you can still pull off tracks like ‘Carry On’, ‘San Jose’ and the intimate ‘For Us To Change’.
We’re really lane switching when it comes to genre this month; maybe it’s because festival season is in full swing and we’re just being exposed to so much different stuff in a short space of time, all we know is we’re not complaining about it.
And neither should you, especially when you’ve got names like hip-hop, grime, soul and flag-flying Afrobeats rising star, Prido, being platformed. Blending all the above with R’n’B and a sprinkling of not just Northern but easily detectable Manc slant, it makes his music stand out in the ever-thriving space.
‘Free Ur Mind’ was the first track we ever heard, so we’ve struggled to shake that as our favourite, but ‘DND’ is a supremely dancey but chill example of laid-back of the genre that you need in your mixes this summer, and we also have a soft spot for his verse on the sensual ‘Lifeboat’ by Prima.
Last but not least on our list of new Manchester artists for this June, we’ve got local DJ Josh Baker, whose name you might recognise from the headlines surrounding Parklife 2025, as his set was unfortunately cancelled due to problems out of his control.
Festival-goers flocked to The Matinee Stage for a highly anticipated back-to-back bill of Baker followed by Dutch counterpart Chris Stussy, both of whom have thrilled some of the biggest club crowds in the country – sadly, he didn’t get to do so this time. That being said, we thought we’d give him a shout-out.
We’ll confess to only having got around to his discography following this news, but ‘Back It Up’, ‘Something To Me’, and ‘You Don’t Own Me’ with Prospa and RAHH are all bangers. We’re looking forward to listening to more.
And that should just about do you; there are five artists and, at the very least, 15 new tracks for you to give a go – there should be at least of few of them you like.
But, let’s be honest: be it unheard, new, current, old or anything in between, Manchester music very rarely ends up being filed in the skippable category.
Then again, you can always check out last month’s list of Manc artists from last month and see if you get a better hit ratio.
The Manc -
20th August 2020 
