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   The UnConvention-al Ruth Daniel
by Tom Rodgers
The brain behind the experimental music convention "UnConvention", Ruth Daniel spread her influence far and wide. The 29-year old entrepreneur is based at the Islington Mill in Salford M5. She not only runs record label Fat Northerner but also created grassroots music seminar programme Un-Convention, and now plans have been unveiled to take her music events global. Since Un-Convention started in Salford in 2008, it has been replicated around the world, with Un-Convention Mumbai, Columbia and Australia all hitting the global music scene. Said Ruth : "Un-Convention started in Salford and it’s still the location for the flagship event. It aims to address issues facing the grassroots end of the music industry while championing new talent." Ruth said: “I’m so happy that we are based here. There is so much support, from the funding that we receive from partners such as Central Salford Urban Regeneration company (CSURC) to the people we work with at the venues like Sacred Trinity Church. “I really don’t think we would have been so successful if we had tried to do this anywhere else. There is an attitude here, which allows the creative industries room to breathe and it’s exciting.” Ruth began life in the music industry at an early age and was encouraged by her parents to play guitar from just ten years old. She started performing in bands shortly after and even did a stint as the keyboard player with Mark E Smith’s The Fall in her early twenties. It was her love of music and her experience in the industry that saw her set up Fat Northerner shortly afterwards and the DIY independent record label has promoted more than 60 bands covering all genres. Ruth’s approach has always been a reaction to what is happening in the industry and she is responsive to the changes and developments using them to her advantage. She said: “We set up a record label at a time when distribution was slow and CD sales were down, but we were never really in it to make money. We just wanted to promote the music we loved. “One of our most successful projects was a series called Digital Northerner which saw a number of downloads covering a variety of genres. The acoustic folk release featured Liz Green and Dennis Jones was a real success.” The label is still championing talent and has recently released an album of cover versions by the bard of Salford, John Cooper Clarke, which features contributions from The Icelandic Symphony Orchestra and Moss Side rapper, Konny Kon and Goldie Lookin Chain. It was through the contacts that Ruth made at Fat Northerner that her music event Un-Convention was born in 2008. The first event held in Salford’s Chapel Street was described by those attending as a ‘calling of the tribes’ and it wasn’t long before those attending were looking to take Un-Convention and set up similar events in their home cities. This saw Un-Convention events in Belfast, Swansea, Oxford, Brighton and then India and Europe. In just 18 months the model has gone global and Ruth spent the end of 2009 on an epic journey around India for Un-Convention Mumbai - partly funded by the British Council. Ruth said: “It’s been amazing. We did a tour of India meeting different musicians from all over the country and offering fellowships to some of them. It is so new to them and it felt like we were watching an industry evolve before our eyes. Then the event culminated with gigs on the beaches near Mumbai. I remember looking around and seeing all these little kids from the slums dancing in the Bollywood style to all these rock bands. “With the international events we are aiming to use music for positive social change and we want to reflect the music of the culture. In Medellin Colombia we will be taking a UK Hip Hop artist over to work with the people in the Barrios as there is a healthy Hip Hop scene there. “We are also looking to influence decision makers and show them that music is a powerful tool for the economy through tourism. We have had discussions with Andrew Loog Oldham (former producer of the Rolling Stones) who is based in Bogota and he is interested in working with us.” The Colombia event looks set to really take Un-Convention to the next level with a panel made up of representatives from the police, military and gang members with the content of the debate being determined locally. Ruth is also hoping to take Un-Convention to Brazil and Argentina before landing in Australia in June. However she has her feet firmly on the ground and is still making sure the Salford event, which will run from October 1 -3 2010 breaks new ground. Un-Convention Salford will see performances from Bill Drummond and Martin Atkins and will involve utilising Salford’s waterways and barges. It is funded by CSURC, Arts Council England, PRS Foundation and MediaCityUK public sector partners, which includes Salford City Council, CSURC and NWDA. Un-Convention dates for 2010 Medellin, Colombia 19 – 21 May Brisbane, Australia 12-13 June Salford, England 1-3 October Photo: Ruth Daniel
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