JS: Absolutely! What we care about most in programming is authenticity and spirit. The Folk Festival has always taken chances on new voices, artists willing to take risks and step out of their comfort zone. As far as being on the radar, I always say it’s like finding a new word in the dictionary, once you learn it; you start to see and hear it everywhere. The same goes for music. If I hear about a certain artist from a few disparate sources, I’ll do some digging. But, it all comes down to the music and whether you can deliver it live; engaging the audience is crucial.

KB: What advice do you have for artists trying to get booked to perform at a festival?

JS: Play anywhere for anyone, and treat each gig like it’s Red Rocks, the Grand Ole Opry, or the Folk Festival in Newport. Hone your stage presence so that you can engage any audience, no matter if it’s an audience of one or thousands. I’ve spoken to artists from Radiohead, The Grateful Dead, Phish, The Black Crowes, The Flaming Lips, Dispatch etc, each one has extraordinary and unique connections to their fan base, and each one said they built it one fan at a time by playing live anywhere, anytime for anyone. Wayne Coyne of the Flaming Lips once told me every show he tries to engage the last guy in the last row of the farthest point from the stage in the present moment to the point where they’d rather piss themselves than miss what’s going to happen next. In other words there are bands who can sell more albums, or have a higher profile in the fickle public eye, but you get gigs at festivals when the producers know your phalanx of fans will come along for the ride come hell or high water.

KB: Putting on your music journalist hat, what types of “news” warrants featuring an emerging artist in a print publication like Paste Magazine? Is there a different standard for digital publications i.e. blogs?

JS: With Paste, more than some other excellent and well read publications, it’s really about the music more than the flash or style. Many times no one recognizes the artists on our covers. If it’s good and honest Paste will write about it. I’ve heard “Pasteful” used as an adjective to describe certain artists whose music doesn’t necessarily fall into one specific genre or category other than being genuine. Obviously with blogs and other digital publications there is seemingly endless space and bandwidth that you simply do not have in the printed book, so the myriad of reviews, interviews, and general musings is ever growing and available. One piece of advice is to try and think like an editor; what angle would you write about if you only had a small amount of space to talk about your music? What is unique about you and your art? What’s your story? What will make a good pull quote or catch someone’s eye? Also, comparing your music to other more established artists is trite. Believe me, Tom Waits meets U2 with a sprinkle of Joni Mitchell and Brain Wilson harmonies you are not.

KB: Do you have any tips for musicians trying to get press?

JS: Yeah, practice, get good, practice more, get better and have your fans do all the shouting for you. Be humble, ignore the rules, subvert the system, and most importantly make it easy for writers to hear your music on your site. Spare all the flash and splash pages. Send links to music writers not hard CD’s unless they ask specifically for them. Target writers you actually read yourself. Use a sniper rifle not a shotgun when it comes to engaging the press. All you need is a few good writers to champion your music and others will come find you. Remember people like to claim they “found” you first. Let them feel they are part of your success and they will spread the word. Give love, get love.

KB: What is your best piece of advice for artists who aspire to have a career in music?

JS: Easy, build your tribe and serve them well. Treat them all as if they were your closest and most cherished friend. I rarely listen to what a publicist, agent, or manager has to say as they all have a monetary interest which tends to shade reality. Instead I go to the fan sites, community boards, comment sections, etc. because the fans have just as much of a vested interest, but on a much more personal level. These are the people that will buy the magazine, come to the show, buy the merch and most importantly do the heavy lifting when it comes to word of mouth marketing. In other words if you build a passionate, rabid, loyal fan base- we’ll find you. It’s all about stars aligning; you can’t force the issue, because desperation is a stinky perfume.