It’s that time of the year again where Strawberries and Creem festival is almost upon us, and we can’t wait to see this years line up. Noctis Magazine first went in 2016, and we returned last year too, but with preparations for the 5th anniversary of the festival in place, we’re so sprung about 2018. Headlining is none other than 00s legend and the king of auto tune T-Pain!
Ahead of the Strawberries and Creem festival, we got to know the masterminds behind the madness. Read on to find out how the festival came to be, and what they have in store for their triumphant return to the fields of Cambridge.
WHERE DID THE IDEA STRAWBERRIES & CREEM COME FROM?
The festival actually came off the back of running club nights in Cambridge! Our ‘founding father’, Will, had just moved back to Cambridge from Manchester University and realised that the city was lacking any credible nights. So he set about trying to change that. He found myself and fellow co-founder, Preye, during our fresher’s week at Cambridge University and we set off trying to promote this new night. At the end of our first year we created a summer garden party as an offshoot of our Uni Night, which at the time had been called Creem. We named the garden party Strawberries & Creem and it all began from there…
CAN YOU TELL US ABOUT THE TEAM AND WHAT ROLE YOU ALL PLAY?
There are six of us now in the core team; two of which are full time (myself and Louise). Louise is wonder woman really. As Event Coordinator and Head of Operations, she deals with all the nitty gritty elements of the festival (the things the rest of the team hate)! She effectively puts the whole event together, from the toilets to the main stage, as well as keeping the finances and our often very ambitious plans in check.
I (Chris Jammer) look after the revenue side of the business while overseeing sales, marketing, sponsorship and the general creative direction for the brand. There is a lot of cross over between the team but we all have areas that we are responsible for. Preye (while somehow managing to hold down a full time job as an A&R at Sony Records) works closely with Frazer on all things music related, which involves choosing and booking the line up. He is also very active on bringing in new brands and partners to collaborate with.
Similarly, Will plays a big part in sponsorship but his main role this year has been business development and expanding our second festival ‘The Cambridge Club’ which we run the day after Strawberries & Creem on the same site. We have Gabrielle headlining this year alongside Trevor Nelson and ‘Craig Charles Funk and Soul’, which should make for a really nice Fathers Day excursion! Will has also been instrumental in creating and developing our latest venture, which is the ‘We Love Food’ series; This includes four food festivals taking place at Spitafields market throughout July. Finally, Sam Mellor is our head of marketing and looks after the day-to-day content we produce to help sell out the event by June.
FOR THOSE WHO HAVEN’T BEEN TO STRAWBERRIES & CREEM BEFORE, WHAT CAN THEY EXPECT AND WHY SHOULD THEY COME ?
Strawberries & Creem is very much about ‘Celebrating Heritage & Championing Future’ by providing an eclectic mix of credible music to spice up the quintessentially English city of Cambridge. We always wanted the festival to represent the music that had been instrumental throughout our own lives, from the legendary 90’s garage movement (DJ Pied Piper and Luck & Neat playing this year), to the iconic noughties era (T-Pain), and the music we love and listen to today (Not3s, Octavian etc.). We have also added a dance stage this year with some amazing artists such as Heidi, Max Chapman and Latmun.
We really hope this creates a diversified and innovative line-up that a wide range of people can enjoy.We also always wanted S&C to be more than just ‘a concert in a field’, and have set about trying to find innovative and unique ways to separate ourselves from our competitors and almost creative an adventure playground for 18-30 year olds. This year we will be screening the FIFA World Cup and have been working with some really interesting brands to create interesting and interactive areas for all attendees on site. So yeah, expect good music, great food, and lots of things to do. It is going to be a vibe!
WHAT ARE YOU MOST EXCITED ABOUT FOR THE 5TH ANNIVERSARY CELEBRATION OF STRAWBERRIES & CREEM ?
Personally I’m always excited to see the progression of the festival and see how we have improved from the previous year. We are still relatively new to this and are learning all the time. So when you work all year for effectively a one day event it is always amazing to see it all come together, and (hopefully) witness the positive reactions from our friends and families. I think this year watching T-Pain perform will be a really special moment as I grew up to his music and have always been a massive fan. I’m yet to see him live but I heard he is an amazing vocalist…without auto tune too!
WHERE DO YOU SEE THE FESTIVAL IN ANOTHER 5 YEARS TIME?
In 5 years we hope that S&C will be a mainstay on the festival circuit with one of the most recognisable brands in the country. We are totally independent, with an average age of 24, and the festival has grown from 800-12,000 attendees in four years so we really want to keep this rate of growth up. We are young and hungry enough to do so. We are also always looking for ways to expand the business so I hope we can diversify the brand beyond the festival into other areas too. Fingers crossed.