MAKING A DIFFERENCE: Foundation produces second annual summer music fest

By Darlene Donloe

Contributing Writer

SOUTH LOS ANGELES — Things are buzzin’ around SoLa Impact’s Beehive (a Black-owned indoor-outdoor venue) as the finishing touches are put in place for the SoLa Foundation and Live Nation’s Next Gen Program’s second annual music festival May 20 at The Beehive in South Los Angeles.

For the second year, participants between the ages of 16 and 21, have been hands-on in producing the festival, featuring talent from South Los Angeles.

During a program designed to give Black and brown participants a leg up in the live music festival industry, students have had the opportunity to create their own branding for the event. This year’s theme is “Home for the Summer.”

“The ‘Home for the Summer’ festival welcomes you back home to South Central Los Angeles for a staycation and vibe on this summer break,” said Carli Williams, a Next Gen program participant. “Curated by Black and brown youth, we wanted to put together an enjoyable experience for our surrounding communities, and peers, and showcase new breakout artists. I feel that we are producing an example for the youth in our community and embodying a message that we are not a product of our environment, but the environment around us becomes a product of us.”

The event serves as a fundraiser in which all revenue is redirected into the program as well as the SoLa Foundation.

Keeping a close watch over the festival’s preparations is Jack McGrail, 24, SoLa’s program lead for the Next Gen Program.

“What we’re doing is really trying to create an event that highlights the South L.A. community,” said McGrail, a Redondo Beach native who studied political science at the University of Colorado at Boulder. “We want this to be a nostalgic experience. It’s the discovery of new artists. Some are super local. Some are from South Central. Also, local, well-known, minority-owned vendors will be highlighted.”

The SoLa Foundation has partnered with Live Nation to train a new generation of Black and brown industry professionals from South LA.

Twenty young people between the ages of 16 and 21 are selected to participate in an annual six-month educational series made up of guest lectures, panels and hands-on workshops.

Throughout this series, participants can apply what they learn in real time as they curate and produce their own festivals. Participants are able to explore various career pathways in the live music business through technical training and mentorship from industry professionals and executives.

The group meets twice a week for two-hour sessions to both learn the ropes and plan their event. During the sessions, the participants collaborate on each step of the creative process including everything from the lineup and festival brand to the merchandise, which is designed entirely by the students.

Under the guidance of industry mentors, participants are able to gain invaluable skills and insight as they prepare to enter the industry.

The program culminates with a music festival with 100% of ticket sales and proceeds directly benefiting the SoLa Foundation to help sustain the program.

Menely Hercules, one of the Live Nation Next Gen students, is excited about the upcoming music festival.

“I’m most excited for people to see that Black and brown students did this,” she said. “We created this. It’s our project. It’s our imagination and our ideas coming to life. I am so excited for people to enjoy what we put out there.”

Participants are chosen for the program through an online application process. The current cohort consists of 18 participants that includes 11 females and seven males.

“There are just a couple of short answer questions on the application,” McGrail said. “One of the questions is: What interests you in this program? I review every online application. Eligibility is based on age and zip code. I’m looking for general interests. A passion for music and live events help. I’m looking for curiosity and a desire to learn.”

McGrail said he realizes that not every participant will actually go into the live music business.

“While we talk about the music industry, we also take extra time to show them what it takes to build a good resume and how to carry themselves in an interview,” McGrail said. “That is a really powerful component.”

McGrail, who started working with SoLa in October 2021, wasn’t actively looking for a job when he took the position.

“I came for a tour of the Beehive,” he said. “It became an interview. They offered me a position as an associate. They were launching this program and the partnership with Live Nation. I was a coordinator and an assistant facilitator.”

McGrail quickly became the program lead of the Next Gen program at SoLa.

“My job entails being the partnership manager for everything we do with Live Nation,” McGrail said. “They are the title sponsor. We both design the curriculum and guest speakers. I manage that partnership. I also run the program. I execute the program and the guest speakers. 

“I’m involved in student communication mentorship. There is a heavy education aspect to what I do. It culminates in the music festival at the end. I oversee the production of the festival. It’s a lot of fun. Being young and fresh out of college, I get to do a lot of different things. The program makes me more well-rounded.”

McGrail said one of the things high on his agenda of things to do is tuning up the messaging.

“We have been trying to balance the creative freedom for the students to customize,” he said. “The brand is being revamped. We realize some people are coming because it’s a fundraiser. Some are coming because they like the artists. We are looking for things to standardize the brand. We want one brand to launch all of these events under one umbrella.”

 McGrail is proud of the high-profile speakers they’ve hosted including Ali Harnell, president, and chief strategy officer for Live Nation Women; Tom See, president of Live Nation Venues, and Rahshiene Taha, vice president/head of property/IP Development & Marketing Partnerships.

After participants complete the program, the goal is to get them trained and placed at paid internships and jobs.

“We continue to work with the participants on career development,” McGrail said. “We continue mentoring, which is just as important as the program.”

McGrail encourages everyone to attend the festival.

“What we are doing here is pretty much one of a kind,” he said. “Very few concerts and festivals are entirely curated by young people. They are involved from step one — with our guidance. It’s something they’ll remember forever. You’ll get a taste of the students’ vision and a high-quality event.”

This year’s show is hosted by STC Dano with sounds by Brick + Quinn Blake. There will be a special performance by tobi lou. Other artists on the schedule include Anjre Rakeem, Frameways, Jaded, Jalen Short, Jay Millian, Medici The Don, Niko Dev, $ymone & YBS, and Stephbaby.

“I’m most excited for people to see that Black and brown students did this,” said Menely Hercules, a Next Gen participant. “We created this. It’s our project. It’s our imagination and our ideas coming to life. I am so excited for people to enjoy what we put out there.”

“Making a Difference” is a regular feature profiling organizations that are serving their communities.

Darlene Donloe is a freelance reporter for Wave Newspapers who covers South Los Angeles. She can be reached at ddonloe@gmail.com.