The European Festival Report (EFR) 2024, a packed annual summary of the biggest trends, happenings, and initiatives on the continent’s festival scene, was published in December.

In this excerpt from this indispensable guide, Black Deer Festival founder Gill Tee discusses how the festival scene is evolving and expanding, changes in audience expectations, and how financial pressures are impacting the sector. Black Deer Festival will not take place this year, but it is hoped the event will return in 2026.

How was the festival season for you?
It’s been an interesting journey. This year’s festival had some personal challenges for me, as I let go of my active role as festival director and handed the production of Black Deer to an external agency. It was an emotional experience, because I’ve been so deeply involved since the festival’s inception.

Walking onto the site and seeing things differently organised, like “my child dressed in the wrong clothes,” was tough. But ultimately, I was free to enjoy the festival and chat to our community, which was a unique experience. The event still carried the DNA of Black Deer, with amazing artists, a great community vibe, and a warm reception from attendees.

Tell us about the new one-day shows and Black Deer Radio.
Working alongside our MD, Chris Russell-Fish, Black Deer Radio and the one-day shows have been my big focus and part of our commitment to build Black Deer as more than just a festival – it’s a brand with year-round engagement.

Black Deer Radio has already attracted about 5,500 listeners a month since it launched in June, and it gives grassroots Americana artists a platform alongside legends like Neil Young and Sheryl Crow.

We are currently hosting our one-day shows (45 in total) in grassroots venues across the UK, which supports local music scenes and provides exposure for emerging artists. This approach allows us to reach new audiences while still promoting the genre that Black Deer represents, with plans to expand capacities next year.

“It’s no longer just about the music and drinking as much as possible — they’re looking for a wider experience”

What challenges does the festival industry face, and how are you aiming to address them?
The financial aspect is the biggest challenge for independent festivals. While Black Deer’s been running for years, with high production values, it’s yet to break even, and without steady investment, it’s hard for any independent festival to thrive. Funding is crucial – not just from sponsorships but from people who genuinely want to support the industry’s growth. Black Deer has been fortunate to retain passionate investors who see our long-term vision and have supported us even through financial losses and challenges like the Covid-19 lockdowns.

We continue to expand the brand’s year-round activities to maintain momentum and stay relevant.

What trends do you think we will see play out in the next few years at festivals?
I’m noticing that younger audiences have a more mature approach to festivals; it’s no longer just about the music and drinking as much as possible. They’re looking for a wider experience. There’s a need for festivals to incorporate more activities that appeal to this mindset. I believe we’ll see more festivals providing diverse, alcohol-free options, and broader entertainment outside of music.

Additionally, the financial pressures of large-scale festivals might lead to more one-day events and smaller, more affordable options that families can enjoy without the high cost of multiday festivals – certainly something we are looking at.

“Our mission has always been to foster a sense of community, particularly around Americana and country music”

Can you share the DEI (diversity, equity and inclusion) measures you have in place at the festival to ensure it’s a welcoming place for everyone?
Inclusivity is a key part of Black Deer’s ethos. Our SupaJam Stage has been part of Black Deer since year one, is very personal to me, and is one way we embrace diversity.

It’s organised with neurodiverse students from three SupaJam colleges, who come from diverse backgrounds and have overcome significant personal challenges. These students gain hands-on experience in all aspects of production, and it’s become part of their curriculum. Black Deer strives to be welcoming for everyone, and we’re committed to creating more opportunities for young people who may not have access to traditional avenues in the industry.

What role do festivals play in the cultural landscape?
Festivals like Black Deer are cultural touchstones. They offer a shared space for people to come together around music, heritage, and a sense of belonging. Our mission has always been to foster a sense of community, particularly around Americana and country music, which isn’t always as visible in the mainstream. Festivals allow people to explore different genres, meet like-minded folks, and experience art in an immersive way. They’re critical to nurturing emerging artists and keeping these cultural traditions alive for new generations.

The third edition of the European Festival Report, from IQ and festival association Yourope, is available to read online for free.

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Live Nation has appointed Milly Olykan as senior vice president of artist development and global touring.

Olykan joins the live music behemoth from the Country Music Association (CMA), where she served as vice president of international relations and development since 2018.

In her new role at Live Nation, Olykan will be tasked with the continued growth and development of the company’s country and Americana strategy worldwide.

She will work closely with Live Nation’s global promoters to identify new touring opportunities, foster relationships with the artist community, and drive the company’s growth in the international country music market.

Olykan’s appointment underscores the continued globalisation of country music, with genre acts appearing on mainstream festival stages and selling out arenas around the globe.

And with popstars such as Beyoncé, Lana Del Rey and Post Malone turning their hand to the genre, the success of country has been further elevated both at home in the United States and around the world.

“Country and Americana artists are touring more of the world than ever before as the global demand for their music is on the rise”

Commenting on her new role, Olykan says: “I’ve been so fortunate to work under Sarah Trahern’s incredible leadership at CMA, an organization whose mission is to grow country music around the world. It’s been a privilege to have built so many meaningful relationships worldwide, and I’m excited to continue advancing that mission from my new role at Live Nation.”

During her tenure at CMA, Olykan further developed the association’s international strategy, focusing on expanding country music’s global footprint and building a network of industry leaders to drive growth and awareness for the genre worldwide. Additionally, she oversaw CMA’s programming strategy for CMA Fest and served as interim festival director for two years.

Omar Al-Joulani, president of touring, Live Nation, comments: “Country and Americana artists are touring more of the world than ever before as the global demand for their music is on the rise, and Milly’s extensive experience and industry connections make her a great asset to support our efforts in continuing to expand touring of those genres worldwide. We’re excited for the opportunities her leadership will create for artists and their tours around the world.”

Prior to her role at CMA, Olykan was a key figure in the UK’s country music scene as vice president of live music and major arena events at AEG Presents. She was one of the founding promoters of Country to Country (C2C), the UK’s largest country music festival, and established country touring in the UK for AEG Presents, earning her the CMA Jo Walker Meador International Award for her outstanding contributions to the genre’s international growth.

Olykan will join Live Nation’s Concerts division in January, reporting to Al-Joulani.

Read more about country music’s stratospheric growth in IQ‘s recent feature.

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Organisers of the UK’s Black Deer Festival have cancelled next year’s edition due to the challenging landscape – but have vowed to return in 2026.

The team behind the Americana-themed independent event, which has been held in Elridge Park, Kent, since 2018, blame both financial and operational issues, highlighting “unpredictable” ticket sales and rising production costs over the past couple of years.

“Regretfully, due to the widely reported pressures on the festival industry, we have taken the difficult decision to postpone Black Deer Festival 2025,” says Black Deer Group MD Chris Russell-Fish. “This is not a decision we’ve made lightly. We have explored all avenues to try to make it work next summer, but right now it just isn’t feasible.”

The 2024 event was headlined by Joe Bonamassa, Sheryl Crow and Rufus Wainwright, and also featured the likes of Seasick Steve, The Shires, Damian Lewis, Ward Thomas and Rosanne Cash & John Leventhal.

The Black Deer brand also expanded this year with the launch of the Black Deer Live gig series, which showcased Americana music at UK grassroots venues, as well as radio station Black Deer Radio.

“Whilst our three-day annual festival has brought Americana to many, we wanted to be able to bring Black Deer to even wider audiences around the UK – all year round,” adds Russell-Fish. “Through our new channels and our collective determination to do many more Black Deer Live Events in 2025, we are tremendously excited and looking forward to welcoming our current community and new fans to the genre, as we roll-out our other activities.”

“This is certainly not the end of the Black Deer story”

More than 40 Black Deer Live shows are already scheduled for the coming months, with more dates still to be announced, and other new ideas also in the pipeline including the Black Deer Radio Roadshow.

“This is certainly not the end of the Black Deer story,” adds co-founder Gill Tee. “We are so proud to have built one of the most wonderful festival communities over the past years – a community with a passion and love for Americana that matched ours.

“We are so very proud of all we have achieved to this point, it’s been a real journey and it’s not over yet.”

Meanwhile, Norwich’s Sundown Festival has also announced it will not be returning in 2025. The festival has run for 12 years, welcoming acts such as Shawn Mendes, Zara Larsson, Dizzee Rascal and Jason Derulo, and also held a spin-off event in Malta over three days this June. Promoters are yet to give a reason for the cancellation.

“It’s been an unforgettable journey,” reads a statement on the festival’s website. “After careful consideration however, we regret to announce that Sundown will not be returning to Norwich or Malta in 2025.”

The Association of Independent Festivals revealed this week that 72 UK festivals have announced a postponement, cancellation or complete closure in 2024 – double the amount that fell in 2023.

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WME has acquired Red 11 Music, a Nashville-based music agency known for representing some of the top touring artists in the Americana genre.

The agency has worked with clients including Turnpike Troubadours, Shooter Jennings, Muscadine Bloodline, Jason Boland & The Stragglers, Giovannie & The Hired Guns, and many others.

As part of the transaction, Red 11 Music founder and CEO Jon Folk will officially join WME as a partner. In addition, the company’s agents, staff and clients will now operate under WME.

Five current Red 11 employees will be joining Folk in the transition, including agent Geoff Turner, coordinators Josh Green, Dan Kuklinski and Jeremy Upton, and agent assistant Lindsey Wines.

“Our clients can expect even greater levels of service and opportunity in this exciting new chapter”

“We have long-admired Jon and the business he has built with Red 11,” says WME’s Nashville office co-heads Becky Gardenhire, Joey Lee and Jay Williams. “Jon and his team have a proven track record of success, and we look forward to working with them to grow the Americana genre even further.”

Folk adds: “We are excited to welcome Red 11’s clients to WME and connect them to our portfolio of industry best assets and capabilities. We’re thrilled to be joining WME and the incredible resources and expertise they bring to the table. Our clients can expect even greater levels of service and opportunity in this exciting new chapter.”

WME’s Nashville office provides full-service representation in the city, with agents from multiple verticals including music, books, digital, sports, television and endorsements available. In 2022, WME clients represented over 60% of all headlining slots at the top-country music festivals. The agency is owned by Endeavor Group Holdings.

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Live Nation and the Royal Albert Hall have teamed up to launch new Country and Americana festival, Highways.

The London venue has confirmed acts such as Kip Moore, Morgan Wade, Jackson Dean and Stephen Wilson Jr for the inaugural festival on Saturday 20 May 2023.

Performances will be held in the main auditorium in addition to curated showcases speckled across adorning rooms.

“I am thrilled to bring to life this incredible festival alongside our partners at the Royal Albert Hall,” says Live Nation’s VP touring, Anna Sophie-Mertens. “It is every artist’s dream to play this legendary venue; and delivering such an unforgettable occasion for the Country and Americana community has been a longstanding dream of mine.”

Tickets go on sale this Friday (9 December), with further musical performances and offerings at Highways to be announced soon.

“We’re particularly pleased to be able to build on the long-running history of country music at the Hall in this way – as these genres continue to grow from strength to strength in the UK”

“We’re delighted to be building a completely new Country and Americana event with our long-standing partners at Live Nation,” adds Matthew Todd, head of programming and engagement at the Royal Albert Hall. “Our 152-year old auditorium will provide a backdrop unlike anywhere else for some brilliant acts, and we’re particularly pleased to be able to build on the long-running history of country music at the Hall in this way – as these genres continue to grow from strength to strength in the UK.”

The Hall has a long history of promoting country music and Americana in the UK, including shows by Johnny Cash, Bruce Springsteen, Bob Dylan, Willie Nelson, John Denver, Kacey Musgraves and the UK debut of Creedence Clearwater Revival in 1970.

Other notable moments of American history at the venue have included addresses by five Presidents from Taft to Clinton, UK v US basketball tournaments during the war, The Beatles attending a Bob Dylan concert, Pink Floyd opening for Jimi Hendrix, and appearances by the likes of Ella Fitzgerald, Frank Sinatra, Jay Z, and Diana Ross.

Elsewhere, the Country to Country (C2C) festival has added Morgan Evans to its main stage lineup for 2023. The Australian singer/songwriter joins previously announced headliners Zac Brown Band, Thomas Rhett and Lady A on the bill.

C2C’s 10-year celebration will take place at The O2 in London, Dublin’s 3Arena and Glasgow’s OVO Hydro from 10-12 March.

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UK event production outfit Entertee Events has announced the launch of Black Deer, a new “celebration of all things Americana and country” set to debut at Eridge Park, near Tunbridge Wells in East Sussex, this June.

Headliners for the new event, set to take place from Friday 22 to Sunday 24 June, are Iron & Wine, Passenger and Jason Isbell and his band the 400 Unit, with Ward Thomas, Eric Bibb and John Moreland also on the bill and more to be announced soon.

Complementing the music line-up will be “an array of authentic Americana-style meats, smokey whiskeys, bespoke custom bike showcases [and] storytellings from cultural pioneers”, say promoters, bringing “an authentic, roots-style line up to the UK”.

Kent-based Entertree is co-founded by Gill Tee, who was festival director for Vince Power’s Hop Farm and also produced four editions of Party in the Park for Capital Radio. She says, “having been in the music industry for many years, producing events for other people”, she is “proud to finally take a giant step to having a festival of my own”.

“That’s what Black Deer is all about – bringing passionate, like-minded people together through authentic good times”

“Set in a beautiful part of the world that I know and love, with a genre of music that holds so many memories for me, is really exciting, as well as extremely challenging,” she comments. “I hope that Black Deer can bring to a wider audience all the love and warmth that I feel about about our festival. All the characters who make up our wider team have the same ethos. We are all working together to ensure that anyone who steps foot into the world of Black Deer will want to come back for many years in the future.”

Deborah Shilling, Black Deer co-promoter and Entertee’s other co-founder, adds: “Black Deer is the coming together of all the things I love and value in life. Things that all have one thing in common: authenticity. From real Americana and country music to honest, wholesome food and drink and the raw beauty of the great outdoors, where the experience of being a mum to two young boys has allowed me to be part of designing a natural playground full of family fun and adventure.

“But more [than that], I love that feeling of being part of a community. And that’s what Black Deer is all about for me – bringing passionate, like-minded people together through authentic good times.”

Adult weekend tickets, priced at £115 (tier one), are on sale now from blackdeerfestival.com.

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