Welcome to the latest edition of Six Questions With..., a regular short and sharp interview with a live music figure. Email jhanley@nbmedia.com if you would like to take part or recommend someone for inclusion.
This week's Q&A is with Nick Griffiths, founder/director of creative agency Kingdom Collective. Griffiths is a partner in the Beat Hotel Festival, which debuts in Marrakesh, Morocco, from March 28-31. The inaugural event will host artists and writers such as Young Fathers, Giles Peterson, Irvine Welsh, Maribou State and Hunee over four days.
What was your first job in music?
My first job was working for former music PR shop turned consumer agency, Slice. I started as an assistant working on music activations for brands like Heineken, diesel and southern comfort. For the latter I got to help programme the Fat Tuesday stage at big chill for a few years, which was the first proper festival I worked on.
How long have you been in your current role?
I set up kingdom collective as an agency in 2011, as a spin off to our Dalston festival Land of Kings, working for brands (Red Bull, Pioneer DJ) and festivals as well as our own projects. 2011 was also the first year we did the Beat Hotel at Glastonbury, which evolved from being a small cocktail bar to the venue it is now. That led to Marrakech, where we’re creating our own festival under the beat hotel brand. I’m one of the directors and my role is split between programming and creative direction.
What is your favourite thing about working in the live music industry?
Underneath, I think you have to be a fan to work in this industry. I still have that wide eyed excitement when I hear something live for the first time, and to be able to create, or contribute to, the energy around a live show, is a privilege.
What is the one thing you would like to change about the live business?
As someone that sits on both the brand and live event side of the industry, I’d like to see more brands showing meaningful commitment to music and live events, rather than it purely being a means through which to sell their products. Festivals and artists who outright won’t work with brands are now a small minority, but we need to get better at working collaboratively so that partnerships can create better live experiences for everyone. Equally, if events, artists and management are open to working with brands in more creative ways, and not just see it as a payday, it might lead to some cool new things.
What has been the highlight of your career so far?
The Beat Hotel at Glastonbury has been a lot of fun just as there’s so much love for the festival. We started it as a passion project and to be able to bring some of our favourite acts in the world there to play is something I’m super grateful for.
What's the best gig you’ve ever been to?
Tough one but my favourite gig of 2018 was James Holden and the Animal spirits at royal festival hall. I liked the album but as a live show it blew me away. A very psychedelic mix of gnawa-influenced folk music with modular synths.
