Behind the Festival: NICE, a fest
Thinking back to 2020 and 2021, do you remember how long it was between live music events for you? For me, it was February 14, 2020 to June 11, 2021. We had no idea those shows in early spring would be our last for over a year. If there’s something good that came from it, I think we all learned how much these shared experiences are needed.
That summer, taking advantage of the weather and the lower Covid numbers, the first NICE, a fest was held outdoors in a Somerville, MA parking lot. With 12 local bands from the Boston area playing, it was created as much for the artists as it was for the fans and community. We all needed to get back to doing what we loved, and the event was a great success.
In the three years since, NICE, a fest has grown tremendously while also keeping its local focus. Every artist that has played in the four years of NICE, a fest has had some connection to the Boston area, and the variety of sounds has continually grown over that time.
The fourth iteration of NICE, a fest is THIS WEEKEND in Davis Square. There is a new outdoor main stage in addition to the two independent indoor venues and two outdoor vendor markets. Split your time between the AC and the fresh air and discover some new up-and-coming talent.
NICE, a fest is July 25th through 28th in Somerville, MA. It is an all-ages event. Four-day (only $106!), three-day, and single-day passes are available HERE!
To get some more info about the background of the fest, I sent some questions over to Founder, Organizer, and Talent Buyer of NICE a fest and Get To The Gig Boston, Alex Pickert. Continue reading below about the initial event in 2021 and how it has grown since!
The first NICE, a fest was held in 2021 and was for many of the bands, the first time they had played live since the pandemic started. Was this the main inspiration for creating a festival? Was it a possibility you had thought about before or was it more spontaneous and out of necessity?
Alex: You did your research! We started in a sweet spot right in-between delta and omicron variants, and most people I knew were vaccinated when things seemed to chill a bit. I was working with a company on booking a bunch of outdoor concerts and NICE, a fest was one of 27 shows I helped produce that summer outdoors in a parking lot. That lineup of 12 bands were all my friends who all had been dying to play out after a long slumber. Out of those 27 shows, NICE, a fest was the most successful. I think it was what everyone in that parking lot needed that day - nice human connection.
Every artist that has played NICE, a fest has been local or had some thread tied to the Boston area. Exploring the undercard has been awesome, there are so many diverse artists and diverse sounds. It’s a powerful statement about the state of the Boston music scene that you've been able to maintain a local focus while highlighting such a wide spectrum of artists. How do you approach curating the lineup? Do you make an effort to ensure it is inclusive, or is it naturally built into the ecosystem?
Alex: Inclusivity is for sure top of mind, but I will say... Boston makes it easy. The amount of diverse talent in the area is insane. The fact that from year 2 with 63 bands, and year 3 with 71 bands had no repeats is a testament to Boston's vast musical landscape. This year we have 81 bands and I really feel like each pocket of the Boston indie community is represented.
The growth of the festival from its first year to its second was massive. Going from 1 day and a dozen artists to 3 days with multiple venues and Speedy Ortiz headlining in just a year was super ambitious. Did you face any challenges in evolving the event so drastically in that short time?
Alex: Every year we learn something new, ad to the team, tweak and perfect, but there will always be challenges with large events like this. This year is probably our biggest jump given we are doing 2 indoor venues and our outdoor stage, as well as not one, but two vendor markets with over 40 vendors so I guess I'll have to let you know! haha
Now in its fourth year, the 2024 edition features 80+ artists over 4 days and a new outdoor main stage. Is further growth something you are interested in exploring in the future?
Alex: I like to go with the flow. This year (and every year) we are taking a huge risk and we just hope people have a good time and show up! If it works out this year, we are hoping to do 2 outdoor days next year, unless we can find the perfect place to bring the whole thing outdoors. I like venue-based festivals like ours specifically because Air Conditioning exists in the summer and I'm a sweaty person, plus we can support local, independent music venues in the process!
Are there other festivals that have inspired or influenced the creation and direction of NICE, a fest? Do you have any personal favorite festivals?
Alex: FEST in Gainsville is my favorite fest ever maybe, and gave me the exact idea for a venue-based fest. I admire their teams dedication and they have done if for over 15 years now and wow... this years lineup is wild.
What are you personally most looking forward to at this year's NICE, a fest?
Alex: Every year, I look forward to eating a Grillo's Pickle at the bar, and drinking my body weight in Topo Chico! Most importantly, I love watching all the bands interact and become friends.
NICE, a fest is July 25th through 28th in Somerville, MA. Four-day, three-day, and single-day passes are available here!
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