From its humble beginnings in a Salford church to gigs in 22 different countries across the world, the last five years have seen a meteoric rise of for grassroots music organisation UnConvention.
Brazil, Colombia, India and Nepal – these are just a handful of the destinations dotted across the globe that have played host to their 51 events.
If this wasn’t impressive enough, they annually involve 1,500 artists, 16,400 participants, 36,000 gig goers and 140,000 people online.
Jeff Thompson, co-founder of the global phenomenon, says he wants to make dreams possible for musicians everywhere.
It would seem this is very much a case of, in Mr Thompson’s words, ‘one idea which just completely took off’.
Their aim is simple: to help independent performers at grassroots level build a sustainable career in music, with a ‘do it together’ rather than ‘do it yourself’ mentality.
Mr Thompson said his organisation gives musicians a chance that, 10 years ago, they made not have had.
“In many countries, there are plenty of musicians, but no opportunity,” he said.
“This is where we use our ideas to help people and show them there are other options out there.
“What we want to say to people is ‘look, this is the record industry and we’re all part of it.
“It’s not outside our realm, we are it. So our ethos is ‘let’s do it together’, let’s work together and make dreams possible.”
When it comes to UnConvention’s journey, the clue is very much in the title – it has produced unconventional results.
It started with a three day conference in Salford in October 2008, which attracted people from Belfast, Swansea, Cornwall and other parts of the country.
After being approached by music enthusiasts at their conferences and invited to locations all over the UK, UnConvention eventually took their ideas overseas.
They went to places like Australia, Africa, India and South America, working extensively with grassroots musicians, producers, record labels and festivals.
And the work doesn’t stop there – UnConvention are to head off to Nashville and Moscow over the next year.
It was a visit to Brazil that opened Mr Thompson’s eye to a whole new world of music, and a completely contrasting set of attitudes towards grassroots musicians.
“What’s happening in Brazil is incredible – it’s pretty revolutionary,” he said.
“It’s a system that’s going to help bands from all across the country.
“The concept of independent musicians building their careers was revolutionary in 2008, now it’s the norm.”
UnConvention are trying to replicate the Brazilian music methodology through Off-Axis, a UK-wide network of musicians, promoters, and venues based on the Brazilian model of the ‘Fora do Eixo’.
But even after visiting the likes of Mumbai, Medellin and Sao Paolo, Mr Thompson claimed that he still gets a buzz from going to events in Preston and Macclesfield.
He insisted that the UK conferences are as good as any – and singled out Manchester for special praise.
“Manchester is still really close to my heart – I don’t think our organisation would have come out of another city,” he said.
“It’s a city that punches above its weight, especially in music.
“All round the world, people know what Manchester is. Wherever you go, Manchester and music go together.”
But, arguably, the days of hard grafters like The Stone Roses and Oasis are long gone, with talent shows which promise overnight success becoming increasingly popular to musicians.
Programmes such as The X Factor and Britain’s Got Talent have catapulted unknown musicians into the limelight, turning them into chart-topping millionaires in a matter of weeks.
But, according to Mr Thompson, UnConvention redefine this perception of success.
“One of the questions we raise when we talk about music is ‘what is success?’ I think the X Factor perception of success is to be number 1 in the charts, make millions of pounds and live in LA with Beyonce,” he said.
“If that’s how you define success in your job, you’re going to be pretty disappointed every day of your life, because not many people can do that.
“But if your definition of success as a musician is to earn £25,000 a year to be able to pay for your mortgage and go on holiday once in a while and have a day job as a guitarist in a band, then go for it.”
“Everybody wants to be successful in what they do, but they mustn’t do it just to become a celebrity, it should be something they believe in, love doing, and can make a living out of.”
But if you thought that UnConvention was just about working with relatively unknowns, then you’d be wrong.
They have previously worked alongside Reverend and the Makers and The Futureheads, and have discovered many performers who are now making a name for themselves.
Beth Jeans Houghton, an 18-year-old acoustic singer songwriter, was recently hailed by NME as “a Joni Mitchell for the anti-folk generation”.
Other noteworthy performers who work with UnConvention include Cats in Paris, Cassetteboy and Denis Jones.
To find out more about the work UnConvention do at the grass roots of the music industry, visit their website at http://unconventionhub.org/
Picture courtesy of Visual Dichotomy, with thanks.
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