Northlands Music & Arts Fest is a packed affair
An effort that began as crisis management in the pandemic’s early days is poised to be a highlight of this summer and many more. The Northlands Music & Arts Festival is a cultural buffet sure to please many palates. It includes five heavy hitters at the top of the bill: Joe Russo’s Almost Dead, Twiddle, Lotus, Lettuce and Melvin Seals’ Grateful Revue, a collaboration that promoters believe might not happen again. There’s also a stellar undercard.
After indoor venues shuttered in the dark spring of 2020, Seth McNally and Mike Chadinha of M.E. Productions launched socially distanced Drive-In Live shows at Cheshire Fairgrounds. As restrictions eased the next year, it became Northlands, with audience pods and close to two dozen more events.
This time around, they’re packing an entire season into one weekend. They hope to do two festivals in 2023.
Starting with Russo as a linchpin, the duo built a blend of big-name anchors and curated support acts, like buzzy Jersey jam band Dogs In A Pile, who kick off the show on Friday, June 24, and Blue Star Radiation, a supergroup that includes moe. members Rob Derhak and Vinnie Amico alongside Tim Palmieri of Lotus, and Percy Hill’s Nate Wilson.
Also eagerly anticipated are sets from progressive bluegrass stalwarts Yonder Mountain String Band, and Haley Jane & The Primates playing together for the first time following a long hiatus. Local favorites Dopapod, Lespecial, Pink Talking Fish and Joe Samba — the latter debuting a new album — are other highlights.
Chadinha brought experience organizing the charity-based Uplift Festival in his hometown of Peterborough for several years, and playing drums with circuit veterans Roots of Creation. McNally’s resume includes booking the Flying Monkey in Plymouth and a few other facilities. Professional chemistry is a big part of their success, the two stated in a recent videoconference interview.
“Our dynamic works because we bounce a lot of things off one another,” Chadinha said. “I have the artist angle, he has the back of the house booking angle, and somewhere in the middle of those two, we make things work perfectly for artists and the venue.”
The hope that doing only one event would mean a quicker process turned out to be over-optimistic. “I thought it was going to be maybe a little less work, but it’s the same amount as an entire season,” McNally said. “A hundred times harder than I thought, and 1,000 times more than anybody in the audience knows.”
In an inverse of horn-honking concerts necessitated by the Covid-19 outbreak, scaling back became the only option when the Swanzey facility returned to its normal schedule of fairs and agricultural events. But both McNally and Chadinha are glad things are returning to normal, as they’ve thought about doing an event like this for a while.
“It was the perfect time to take the leap, because a season wasn’t an option,” McNally said. “We decided to pull the trigger almost right after the end of last season and it’s good…. We needed every moment to prepare. Booking alone took four months at least before we got it fully wrapped up. It’s a long process.”
Along with music, there will be a caravan of food trucks, far more than at last year’s Northlands concerts, and more than a dozen craft artisan vendors. There’s also tent and RV camping available. “A lot of unique things are going to be happening for campers; some of them are going to be surprises,” McNally said. “We’re going to keep them occupied and happy the whole time. It’s going to be 24/7 for us as a crew.”
Music will be nonstop, as setup teams quickly transition between two main stages, different from big festivals that force fans to inevitably skip an act or two. “We like being boutique,” Chadinha said. “The stages aren’t far from each other, so you can do a quick shift. With no overlapping sets, there’s no chance you’ll miss anyone.”
The fans in both of them are eager for everything to begin.
“I can’t wait for the music to actually play,” Chadinha said, adding, “I know Dogs In A Pile are going to come out of the gate smoking, because I know the feeling of being the first band on a big festival and thinking, ‘We’re going to get out there and with the first note we’re going to hit it, we’re going to get this started.’ So get there early, and make sure you see them.”
Northlands Music & Arts Festival
When: Friday, June 24, 1 p.m. and Saturday, June 25, 11 a.m.
Where: Northlands (Cheshire Fairgrounds), 247 Monadnock Hwy., Swanzey
Performers
June 24 – Joe Russo’s Almost Dead, Lotus, Lettuce, Dopapod, Dogs In A Pile, Blue Star Radiation
June 25 – Twiddle, Melvin Seals Grateful Revue, Yonder Mountain String Band, The Movement, Lespecial, Pink Talking Fish, Haley Jane & The Primates, The Trichomes, Joe Samba Band
Tickets
Two-day: general admission $166.35, VIP $254.95, children $43.76
One-day: general admission $95.62, VIP $201.71, children $25.77
Add-ons: Two-day on-site camping $220.75 (RV or tow $237.07), parking $20 and up
Featured photo: Northlands Music & Arts Fest 2021. Courtesy photo.