Interview: RiverBeat Music Festival spokesperson Jeff Bransford gets real about planning a three-day festival

Several weeks ago, GRUNGECAKE caught up with Jeff Bransford, the producer of the Memphis-based RiverBeat Music Festival, to discuss what it’s like to run a three-day festival, the pros and cons of running a festival of this magnitude, booking musicians to perform, and whether or not they plan to add any African music artists to their eclectic lineup next year. If it’s your first time hearing about Jeff Bransford, we’ve got you covered. He has an extensive background in executive producing for several companies, including Billboard, and running a music venue called Proud Larry’s as far back as 1992 for approximately seven years. Check out our Q&A below to learn more about what’s happening in Tennessee next month at Tom Lee Park.

GRUNGECAKE: Please walk me through the beginning stages of your festival. Substantial dilemmas?

Jeff Bransford: The conversations happened organically. MRPP (Memphis River Parks Partnership) was looking for a festival to take the place of Beale Street Music Festival and Mempho Presents is always looking to expand our portfolio of entertainment experiences. We are delighted to build on our highly successful Mempho Festival and produce two different, but equally high-quality music experiences for Memphis. In terms of dilemmas, we are in the solutions business, and we value all our patrons and partners with respect so if we encounter any issues will always work to find a mutually beneficial resolution.

GRUNGECAKE: Did you work alone, or did you have staff to delegate to? Has your network made your execution easy?

Jeff Bransford: It takes a small army to execute a festival of this scale and I’m proud to work alongside some of the top professionals in the music business to make it all happen. I’ve spent three decades working in the music business in different capacities and execution is never easy, but that’s what makes our work so rewarding.

GRUNGECAKE: What are the pros and cons of running a festival of this magnitude?

Jeff Bransford: The pros of running a music festival are bringing people together and creating special moments for our artists, fans, and brand partners. We try to curate experiences that are safe, joyful, and inclusive. Producing a festival is a ton of work, but I personally love the work and no day is ever the same, so whatever challenges arise, it’s just part of the job.

GRUNGECAKE: As many artists (local and international) will read this, they would want to know, are there any instructions to get booked for your festival? Or is it strictly for established artists or new ones signed to major labels?

Jeff Bransford: We do not accept unsolicited talent submissions. We do book talent signed to major labels, but we also book up and coming artists, many of which are on smaller labels and some that have no label deals.

GRUNGECAKE: With the recent globalisation of African music (recognition at our prestigious American Music Awards ceremonies, including the GRAMMYs), do you see yourself booking any international artists next year? If so, which artist(s) would it be?

Jeff Bransford: Definitely. We can’t release any names yet, but we’re working on it.

GRUNGECAKE: How long have you known your headliners Odesza, The Fugees, and Jelly Roll?

Jeff Bransford: Our team has been aware of all these artists for quite some time and are thrilled they will be joining us for the inaugural RiverBeat Music Festival. They all represent different genres of music, but the common thread is they all put on amazing live shows!

GRUNGECAKE: What’s the weather like in the city during that time? How should people from other areas/countries dress for the three-day occasion to be comfortable?

Jeff Bransford: Springtime in Memphis is generally beautiful in terms of weather, but just like anywhere in the Southern US it can rain occasionally.

GRUNGECAKE: Is there anything you’d like our readers to learn about you or the RiverBeat Festival?

Jeff Bransford: RiverBeat will be an exciting new chapter in the rich musical history of Memphis – an immersive music experience set in the City’s newly designed park on the banks of the Mississippi River.

Our aim is to expand and honor the storied legacy of Memphis, the home of Blues, Soul and Rock ’n’ Roll, by introducing a feature destination event with broad appeal, and an elevated fan experience featuring world-class talent. We hope you can join us and tickets are available at riverbeat.com.