GoLocal Interview: Jay Sweet

GoLocal Interview: Jay Sweet

Although warm December breezes may try to fool us, the Newport Folk and Jazz Festivals are still seven months away. But that doesn’t mean it’s time to relax for Jay Sweet, Executive Producer of the Newport Festivals Foundation. GoLocal spoke with Sweet last week about plans for the 2016 festivals and what goes on in the “off-season” at the Foundation, the parent organization of the two festivals.

In November, Sweet was promoted to Executive Producer of the Newport Festivals Foundation, putting him charge of both Festivals. It’s a significant responsibility for a pair of events that have literally taken on mythical status in the music world. In his new role, he’s carrying forward the mantra of festival co-founder and original producer George Wein.

“I’m looking forward to continuing to work closely with George Wein, the board and our exceptional team as we begin our sixth year as a non-profit organization,” announced Sweet upon being appointed.

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We spoke to Sweet last week as he was busy working on the 2016 Festivals. Performers are still being recruited, production teams are meeting, and logistics are an ongoing challenge. With busy offices in Newport, Boston, and New York City, planning for these two weekend festivals is a year round job.

New England Native                                                                                                               

Sweet is a native of Essex Massachusetts, a small town north of Boston. He’s held numerous positions in the music industry including Editor-at-Large and Director of Business Development for Paste magazine, and he's co-founder of Sweet & Doggett Consulting. There he was responsible for music supervision on films and advertising which included work on several Farrelly Brothers movies.

“I learned a lot about the inner workings of the music business, it was learn as you go,” explained Sweet.

He joined the Folk Festival in 2007 and became Associate Producer in 2008. Although 95% of the logistics of the two festival are identical, Sweet explained, “Folk is different. The spirit of folk evolved from the friendship between George Wein and Pete Seeger. It was always intended to be an egalitarian event, a celebration of the spirit of what Pete wanted.” That means, check your egos at the door, and even though many nationally known stars like James Taylor and Jack White have played NFF, every performer is equally respected.

A Community of Folk

Sweet spoke enthusiastically about the “spirt of the Folk Festival.” There’s a great deal of emphasis on the “community” nature of the event.  He described a community of artists, as well as a community of fans, including many of whom share the festival experience online as well as in person. In fact, the Festival announces acts mainly through social media. Sweet and company have mastered the art of creating “buzz” around the events.

Sweet admitted that he’s still getting his feet wet with the Jazz Festival. “George (Wein) still plans the Jazz Festival. The Festivals are his kids. But jazz is more his legacy. He’s brought this pure American art form to the world.”

As for Jazz, “we are trying to put the spotlight on expanding the base,” bringing in a larger and more diverse audience,” he noted.

The Jazz Festival is more well-known worldwide according to Sweet, even though Folk sells out much faster. This year, only a small number of Friday tickets are still available for the 3 day event, and he predicts it will sell out before any acts are announced.

As for who those artists might be, Sweet was tight lipped but promised we’d hear soon, with perhaps some announcements earlier than last year. He emphasized “that what happened last year may not necessarily happen this year. People may need to reset expectations and realize it is about the music, more than the names.”  

“It’s about being in touch with the ‘now.’ The music should reflect the state of the world we live in. That’s the difference between pop and folk. Folk has a connection and is a continuation of what happened in the past.”  

Too Much Music

“If I’m guilty of something, it’s the complaint there is too much music. The single biggest complaint of festival-goers is that it’s unfair that (fans) can’t get around to hear all their favorite acts. I’ll gladly accept those barbs.”

With limited fan access to the Folk Festival, Sweet pointed out that the concert series “Newport Folk Presents” builds off the festival. These concerts, usually involving Folk Fest alumni, are held throughout the country and in Newport on Festival weekend. Recent shows in Boston and New York City featured rising stars Nathaniel Rateliff and the Night Sweats, Nikki Lane and Shakey Graves.

Sweet also championed his Board of Advisors, including Rhode Islanders Ben Knox Miller (The Low Anthem) and John McCauley (Deer Tick). They recommend various performers for the festival including RI based artists like Low Anthem, Haunt The House and Joe Fletcher.

With seven months to go, the Jazz Festival has already announced several headlines including Kamasi Washington and Chick Corea. Read more about them here. And keep an eye on social media where you’ll see announcements of 2016 Folk Fest artists.

The Newport Folk Festival is scheduled for July 22-24 at Fort Adams State Park. Tickets for Friday July 22 are available here. The Jazz Festival is happening July 29-31. Tickets available here.

Ken Abrams review roots, rock, folk and jazz for GoLocal. E-mail comments here.