Pitching to Festivals: Insights from New Music Dublin & Bray Jazz

John Harris of New Music Dublin and George Jacob of Bray Jazz Festival share practical advice on pitching your work, understanding festival needs, and building sustainable relationships within the music ecosystem.

Understanding the Festivals

New Music Dublin (NMD)

Next festival: April 3rd–6th, 2025
Programming approx. 24 events over 4–5 days.
Genre-agnostic: not limited to "new music" or any single style.
Strong emphasis on Irish artists, but not exclusively.
A platform for “new musical thought” – it’s about ideas, not just sounds.
Almost every project is a collaboration – with ensembles, institutions, or other festivals.

Bray Jazz Festival

Next festival: May Bank Holiday weekend, May 2nd–4th, 2025
Rooted in jazz but inclusive of related genres and creative music.
Known for both local community engagement and international reach.
Partnerships with venues like the Mermaid Arts Centre and Harbour Bar.
Programming includes free public shows and ticketed headline events.
Supported by a strong history of collaboration with IMC.

Pitching: What Works (and What Doesn’t)

How to Pitch: General Advice

Both directors emphasise:

Be proactive. Don't be afraid to follow up—respectfully but persistently.
Let others speak for you. A recommendation or intro from a mutual contact can make a difference.
No physical CDs. Keep it digital.
Think of the bigger picture. It’s not just your music—it’s how it fits the space, the audience, and the festival ethos.

When to Pitch:

NMD: Early August - Best to pitch ahead of Arts Council Strategic Funding deadline (September). If the current year is full, don't be discouraged—pitch for the next year.
Bray Jazz: From August onwards - Final programming decisions happen 8–10 weeks out, but the earlier the better.

What to Include in Your Pitch:

Both festivals stress the importance of having a complete and professional EPK (Electronic Press Kit). This should include:

High-quality photos
Live video (full set or excerpts – this is very helpful)
Bio & social links
Tech rider
Press quotes (for credibility and marketing purposes)
Show reels are fine, but don’t underestimate the value of a full concert video—even if it's skimmed through.

Programming Considerations

New Music Dublin:

Open to radical, genre-defying, boundary-pushing work.
Wants to know why this work matters now, and why it needs to happen here.
Prefers concepts that are tied to space and context.
Often inspired by process and thought behind the music, more than sonic references.

Bray Jazz:

Works within venue and budget constraints.
Pub shows need some accessibility but can push boundaries with the right audience.
Double bills in Mermaid Arts Centre give domestic artists opportunities to open for international names.
Ideal ensemble size: quartets or quintets. Larger bands are possible, but less frequent due to logistics.

Equity, Diversity, Inclusion & Sustainability

Both festivals are making strong commitments to inclusion and sustainability.

Gender balance is actively pursued.
EDI strategies include programming neurodiverse artists and culturally diverse voices.
Creating space for artists (and audiences) who may not typically see themselves in festival settings.
NMD aims for net-zero by 2030.
NMD is interested in work that explores environmental themes or aligns with sustainable practices.

What Does Success Look Like?

For Bray Jazz:

Energy in the room, not just ticket sales.
Over 65% of shows are free, so engagement matters more than revenue.
Artists are expected to help promote their own shows via social media and PR.

For NMD:

No parallel events—John sees every show.
A successful show might be divisive. It’s about buzz, conversation, and critical impact.
Social media response and audience engagement are key metrics.