she.grows London inspires shesaid.so Amsterdam/ADE mentoring programme

With the London launch event of she.grows happening this week, shesaid.so Amsterdam has collaborated with ADE University in an exciting mini-mentoring programme.

To kick off the new shesaid.so mentoring scheme, she.grows London are hosting a launch event at The Ministry, tomorrow Wednesday 17th Oct, open to all shesaid.so members (rsvp shegrows@shesaid.so, see end for more details).

shesaid.so Amsterdam / ADE University mini-mentoring programme

Inspired by the London she.grows mentoring scheme, shesaid.so Amsterdam have teamed with ADE University to host a mini-mentoring programme during ADE this week. Their aim is to link aspiring female professionals, producers or artists with established female professionals from across the globe to meet and greet during the wonderful week at ADE and help each other grow. Choosing five professionals to match with five mentees selected by ADE University, the programme involves:

#1. Hour meet & greet. This is an opportunity for the mentee to ask questions about the job, journey and challenges the Mentor has faced within her professional career.

#2. Mentor puts the Mentee on 1 guestlist for a networking drinks / showcase somewhere during ADE week. To get the real ADE vibe, to network and meet new people!

#3. Mentor introduces the Mentee to 1 other person.A new person to add to their growing network, someone within their area of interest/expertise, and who they can meet with during the week or have a call /meeting with after ADE.

Sarah Stam shesaid.so Amsterdam

Sarah Stam of shesaid.so Amsterdam said about the project:

“When getting involved with shesaid.so and starting shesaidso.ams the main purpose has always been to connect people and make an actual change within the industry, achieving diversity and equality in a real way. Not just by talking about it and meeting up, but also by inspiring a next generation and making sure we are creating a better tomorrow in the scene. Whether this is by creating more collaborations between women, by sharing experiences and advice, or by helping each other grow.”

“I was honoured to be part of the she.grows mentorship program in the UK by the london shesaidso team, and I was so inspired and touched by the real opportunities at hand within a mentor program. The connection that is made between a mentor and a mentee, the clear boundaries such a relationship creates in which there is a safe space to express your challenges, struggles and day to day thoughts is very powerful. When we might feel we can’t bother our friends and loved ones with these questions related to our work/life balance, or even when we might feel we have to put on a good face to our surroundings and hide our fears, anxieties and problems, a mentor relationship can break through those barriers. Because the relationship is so clearly set to discuss, inspire and help each other on the level of work and life in general, it’s easier for a person to open up and really get to the core of what’s at hand within their work and personal life. This depth and true connection is what makes a mentor program so special.

“The fact that we can connect the next generation of female professionals with established women within the industry is so important. When I went to university or did my internships, most of the ‘mentors’ and role models I encountered were white men. And although there is nothing wrong with respectful, professional and inspiring men within the professional scene, you are unconsciously then thinking that higher up, key positions in the scene are only there for those men. As a young, aspiring female professional it is so powerful to be connected with a senior, female role model. To see what she has accomplished, hear about the opportunities she has seized and learn about the ups and downs of her journey is something that can resonate with the next generation like nothing else can. That’s what I believe to be the essence of she.grows, the opportunity to achieve real change together.”

Jesler Amarins (Project Manager & Conference Curator, Amsterdam Dance Event): “As a curator for ADE University, our official conference aimed at the next generation of music professionals, it’s amazing to see that every subsequent year, there are more women in the audience. One of my favorite parts of ADE University is to connect young professionals to the established scene, so the SheGrows! Initiative is right up our alley! I hope that, with she.grows, the music industry will become more accessible as a workfield by introducing students to some of the most awesome women in the business.”


London launch event details

The event will consist of an official welcome from founders Harriet and Holly, followed by interviews with previous mentors and mentees + lots of time for mingling!

What you need to know

Date: Wednesday October 17th 2018

Time: 7:00–9:00 PM

Location: The Ministry, 79–81 Borough Rd, the newly opened private members club by the Ministry of Sound Club. Note: as this is a private members club everyone will need to bring a piece of ID and only plus 18’s are allowed inside.

We really hope you can join us and can’t wait to start off this years program! — please RSVP to the email shegrows@shesaid.so with the subject ‘Launch Event’ by no later than the morning of Wednesday October 17th to let us know if you are coming!

Sarah Stam is an Amsterdam based Music enthusiast who focuses on Marketing, Branding & International Relations within the (electronic) music scene. Having worked for Spotify and Armada Music in the past, Sarah consults artists and labels on their branding, identity and marketing strategies under the umbrella of Set The Tone. Working with clients like the AEI Group in London, known for (YouTube) labels like UKF, NCS and TheSoundYouNeed, and Dutch electronic indie label Future House Music, working closely together on their brand strategies, marketing campaigns and international relations, to managing up and coming producer and UK based DJ Ellis. Sarah spearheads the Dutch department SheSaidSo.Ams.

Member Spotlight #7: Sarah McBriar

Sarah’s work is a no-brainer for her. After traveling the world and working/learning with others in the festival industry she identified a need, channeled her passion and created her own version. Sarah’s audio, visual and arts festival, AVA Festival, will be in it’s third year this June.

The multifaceted structure and creative energy that pours from the festival comes from the best origin story there is: a group of friends coming together to do what they love and know best. Talking to Sarah, you get a real sense of confidence and willingness to dive in no matter the challenge. Passion is the driver, the rest will fall in line…

By: Zoe M

What was your experience like starting off in your career? Were you anxious, passionate, confident?

Sarah McBriar: When I started I had a lot of fun! I have always cared a lot about my work — so being passionate about what I do is really important to me. Like anything, the unknown is fun, and slightly scary but that’s what gets you really into it!

You’re coming up on the third edition of your Northern Ireland audio, visual and arts festival — AVA Festival… can you compare your first year of the festival with this latest edition? How have you grown and what have you learned since you first started up?

The Festival has grown a lot. When we started back in 2015, it was really all mates, both the DJs and attendees. Now — going into year 3, we are really honoured to continue to grow and invite International artists such as Jeff Mills and Marcel Dettmann, and continue to book the best emerging talent and established talent in Ireland.

What inspired you to start your own festival? How does AVA set itself apart or what is the overall goal of the festival?

I had worked on festivals in mainland UK, at Glastonbury, Block 9, MIF (Manchester International Festival) and Warehouse Project. I had travelled to many in Europe too, Sonar etc. I wanted to create a truly creative electronic music festival, merging the music with the visual art. I didn’t think that one existed in Northern Ireland, and I wanted to create a platform for all of the incredible talent coming out of Ireland, as there was so much — for those within Northern Ireland and those who had left but were doing great things elsewhere… a reason to come back and showcase their work. So AVA was a response to wanting to create this.

Working in the festival circuit, there obviously comes that time of the year when a festival is nearing its start-date and things get particularly crazy — what are some things you to do keep your wits about you?

Exercise. Chocolate. Yoga & meditation (need to do more of that!) Laughing with my Girlfriends.

How have the positions you held in the past set you up for success in running AVA Festival and/or starting your own festival?

My previous experience has played a huge part in setting me up. I worked for the Block 9 team for 6 months on Glastonbury which in my opinion is the best festival in the world, it’s a mini city set up for 5 days — it’s incredible. I supported the core team and assisted the producer, working on the pre-production, understanding the level of detail required and the time it takes, along with on-site experience. I also worked for MIF [mentioned above] which is such an incredible event, across 3 weeks — across the city, a combination of interesting spaces, arts & music and International debuts of work! It really is one of the best. I worked across a series of events on the operation side in a voluntary capacity and again learnt from the scale and variation of the projects and sites.
Similarly, I was part of a team who developed a tourism project within City in Manchester, which grew across 4 years. I learnt a lot about teamwork, marketing, staff and operations and the business side of things which really taught me the other side of running a festival — and the major challenge of staying within budget.
I have also lived in a number of cities… Belfast, Manchester, London, Barcelona and Vancouver — learning lots about different cultures and art forms, and about tourism; all areas which really feed into developing a festival!

What are the most important takeaways you’ve been able to transfer from these past experiences to running the AVA Fest?

1. Have a core ethos, both in how you programme and how you manage — and keep to it! It is what you are and what you will be long-term!
2. Develop strong relationships that last long term — value you them, they stick with you.
3. You have to watch your budget every day.
4. Enjoy it. If it doesn’t make you happy — something isn’t right!

If you could pick one — what artist, that you’re featuring at the festival, are you particularly excited about?

Jeff Mills [also mentioned above] — he is debuting a lighting and live project with the incredible Parisian lighting designer Guillaume Marmin — I can’t wait to see this.
… Also Fatima Yamaha and New Jackson!

What are some lesser-known, but equally amazing festivals out there that we should know about?

Sacred Ground in Berlin, Field Maneueuvres and Love International!

Why do you think we’ve seen the popularity of festivals rise on the recently? Do you think it has to do with the live music aspect? Brand partnerships? What’s your insight/take on this?

I think the whole industry has grown. I think people love to experience music in a live capacity, as music is so easily and readily downloaded, people seek the live experience now. The growth of the sector, the opportunities there are for festivals, interesting spaces and live acts has all led to the growth of festivals.

What are you currently listening to on repeat?

Hammer’s latest track: MANAKA
New Jackson’s latest track: ANYAS PIANO

Who/what gives you strength?

Great vibes, great music, a class team, amazing friends!

What else should we know about you or what you’re currently working on?

The AVA emerging talent competitions are super special. Since starting in 2015, we have found some serious talent!
PLUME is a collaborative project I work on with Oisin O’Brien where we create art directed, high impact visuals, installation amongst other things- it’s super exciting work and was born out of working together on the festival.

The AVA Festival runs for June 2–3 in Belfast.

Tickets here | Lineup here | Watch the AVA highlights of 2016 here