Christopher BarrettCrosstown Concerts has partnered with Cardiff venue Clwb Ifor Bach and is to co-produce the Sŵn Festival from 2027.
The independent promoter has also announced that Clwb Ifor Bach and Sŵn Festival head of music Adam Williams is joining Crosstown Concerts as a national promoter and artist manager.
Crosstown said the development was intended to deepen its roots in Wales, and will pair Clwb’s grassroots curatorial expertise with Crosstown’s national promoting and operational scale.
Founded in 2016 by former Metropolis Music promoters Conal Dodds and Paul Hutton, Crosstown launched with a 30,000-capacity Massive Attack homecoming gig on Bristol’s Downs. It has since staged hundreds of shows per year throughout the UK. It operates festival brands including Bristol Sounds and Ritual Union.
The deal will see Sŵn Festival becomes a co-production between Clwb Ifor Bach and Crosstown Concerts from next year onwards. Founded in 2007 and run by the Clwb Ifor Bach team since 2018, Sŵn is a three-day, multi-venue, new music festival.
“Ten years in, we’re as excited about the future as we’ve ever been,” said Dodds. “Adam is one of the most respected promoters and managers working today, and he shares our belief in building scenes for the long term rather than chasing the quick win.
“Our partnership with Clwb Ifor Bach, culminating in a co-produced Sŵn from 2027, is exactly the kind of collaboration we want to define our next decade. We couldn’t be happier to welcome Adam and the Clwb team.”