If you build it, they will come. Fiona Stewart may not have founded Green Man, but the festival’s managing director and owner can certainly claim to have built it into what it is today, through passion and determination – and come they do, every August, in their droves. Tickets for this year’s event sold out within two hours of going on sale in September, with thousands of hopefuls missing out. Speaking to an audience at Cardiff University recently, she suggested that the secret to Green Man’s success is simple: setting out “to create memories that will come to mind on your deathbed”. Exaggeration, you might think – but there are a few moments down the years that will live with me forever.
Stewart’s talk had been publicised with the ironic title It’s Easy to Run a Music Festival. Organising such events is a challenging business at the best of times – but the triple whammy of Brexit, COVID-19 and the cost-of-living crisis has made it all the more difficult. “I have lost all the money I had in the world at least three times”, Stewart admitted to the Guardian’s Dorian Lynskey in 2024. However, it turned out that the talk that she actually delivered was less an overview of the myriad logistical obstacles and risks, and more a promotional presentation/sales pitch hymning the festival’s virtues. A shame, in some ways – but nevertheless not without a number of points of interest.
Stewart began by noting that in name and concept, Green Man fits into a rich historical tradition of rural gatherings to mark the harvest season that involve eating, carousing and making merry. A rather grand way to frame beglittered punters drinking their own bodyweight in flat cider and line-dancing along to CMAT, perhaps – but in the face of the current political climate and our increasingly atomised online society, simply getting together in person to celebrate community is arguably as vital and radical as it is joyous, and festivals such as Green Man really do provide (in her words) “nutrients for the soul”.
The history lesson continued with Stewart’s observation that the Human Rights Act 1998 enshrined the right to freedom of assembly in law. The Licensing Act 2003 followed, imposing regulations on what had been a creative but chaotic sector that was rife with criminality, and resulting in a big boom in festivals: some corporate, some public funded, some community and some (like Green Man) independent.
Today, Stewart revealed, more than 150 festivals in Europe are owned and operated by just four corporations. Live Nation alone controls 65 per cent of the UK’s live music market, its fingers knuckle-deep in every conceivable related pie: venue ownership, artist management, ticketing and security companies, bar and merchandise services. Little wonder it has been the subject of anti-monopoly litigation in the US. Detailing bully-boy tactics, strategic decisions cynically designed to disrupt and private equity backing connected to ethically dubious investments, Stewart firmly cast the corporate behemoths as the supervillains of the scene.
Independent festivals, by contrast, have no obligations to maximise profits for shareholders. Neither are they hamstrung by key performance indicators and deliverables externally imposed as a condition of current and future public funding. Green Man also has no anxious sponsors to appease. All of which means that Stewart and her team have full curatorial and operational autonomy, are able to focus exclusively on keeping paying punters happy, and can (for example) stand firm in the face of political pressure and platform Kneecap.
With great power comes great responsibility, though – and Stewart spent much time outlining some of the ways in which Green Man takes that responsibility seriously. First and foremost, it boosts the Welsh economy (to the tune of £28.9 million in 2024) through employing permanent and temporary staff and engaging the services of local businesses and suppliers. Resisting the temptation to sell off pouring rights, for instance, means that the Courtyard and beer tents can champion a wealth of Welsh brewers, shifting 175,000 pints annually. The festival also offers training opportunities, including student placements.
With respect to artists, the emphasis is put on risk taking and talent development – in stark contrast to corporate festivals, which have little interest in the pipeline and whose line-ups are populated by established acts and lowest-common-denominator bookings. As someone who has had to fight her corner in what was an almost entirely male-dominated world, Stewart takes particular pride in the fact that Green Man has achieved a 50/50 gender split and been acclaimed by Cosmopolitan as “the most queer-friendly festival in the UK”.
While I would suggest that Green Man’s support for Welsh artists is perhaps overstated, that it promotes Wales on the national and international stage is nevertheless beyond dispute. Stewart professed to being somewhat bemused by politicians’ talk of leveraging “soft power”, but the festival is evidently gaining stature and clout for its ambassadorial role and brand strength.
It is also acknowledged as an innovator in the field, with initiatives such as the public-engagement science area Einstein’s Garden and the Settlement concept (whereby festival-goers can make a full week of it, using the site as a base camp for exploring the local area) stolen by other festivals that were themselves originally set up in Green Man’s image. Stewart did not seem bitter, though; imitation is the sincerest form of flattery, after all, and her festival’s overall uniqueness is not under threat.
She was, however, especially animated in talking about the work of the Green Man Trust, which has raised £2.4 million since 2014 for local good causes in such areas as the environment, education and community projects. Run-ins with NIMBYs who bemoan noise and temporary disruption but fail to appreciate the positive and wide-ranging impact of the festival and the Trust are clearly the source of some rancour.
So, what of the future? One of Stewart’s slides pointedly noted that the festival’s contribution to the Welsh economy has been projected to increase to £58.7 million by 2029 “if venue found”. She went on to stress the importance of a permanent home – if not on the current Glanusk Estate site that is currently rented each year, then somewhere else in rural Wales, where the festival’s impact can be most beneficial. Tickets may be selling out faster than ever, but expansion is not in the masterplan (whereas diversification is).
The intention is to continue fighting the good fight as one of the three largest independent festivals in the country (alongside Glastonbury and WOMAD). Stewart concluded by urging us, now armed with greater understanding of the strangulating influence of corporate festivals, to put pressure on local and central government to challenge monopolies and to vote with our feet and wallets. She also expressed a hope for greater political support for the grassroots music venues that grant early opportunities to festival stars of the future, in the form of rates relief. Amen to that – and to Green Man’s continued good health.















