Euphony Festival Preview: Organiser Milly Nicholson

Ahead of Euphony Festival, we caught up with organiser Millie from NIC Promotions to find out how the festival has grown over the past four years, the inspiration behind bringing it to Sunderland, and why supporting grassroots music remains at the heart of everything Euphony does.

Looking back over the previous Euphony Festivals, is there a moment that made you think, “This is becoming something really special?”

To be honest, seeing the turn out each year has been a repetitive ‘i’ve done it’ moment. But seeing last years headliner, NoYou, perform was huge for me. I made a promise to an old friend years ago that one day I’d have NoYou on a gig as we’d go for long drives and sing their tunes. Pretty cool moment for me!

When Euphony first began, what was the vision, and how has that evolved into what festival-goers see today?

I started organising gigs as an avenue for all of my musician friends to get into gigging as I could see how difficult it was. Euphony came by pretty quick and was a similar vision, to do my bit in getting local musicians onto lineups. This year will be the first time out of all 4 years I’ve had out of area musicians, while also keeping the heart and soul of the festival- local musicians. I think this is the perfect way to get further afield bands to recognise our scene, while also allowing local musicians who may not have the opportunity to travel far, to meet bands from across the country.

This year’s line-up brings together a fantastic mix of established names and emerging talent. Which artists are you particularly excited for people to discover?

I’m excited for our out of area bands, and hopefully out of area gig-goers, to see some of the best local musicians and to get a real glimpse into how incredible our scene is. I think any gig where someone dicovers and enjoys at least one new band, is a huge success. 

What do you look for when you’re booking artists for Euphony? Is there a particular quality or attitude that makes someone a good fit for the festival?

I feel I’m quite involved in the music scene, just as a gig-goer, and I like to identify those who truly want to make it and put the effort in. I think effort and passion for music is really what I look for and I think this lineup really represents that.

Supporting grassroots music is clearly at the heart of Euphony. Why do you think festivals like this are so important for the North East music scene?

Festivals like Euphony (and to name some others Waves, Munro, Gathering Sounds) are essential because they give grassroots artists a platform to reach new audiences and connect with others in the industry. They strengthen the North East music community, support local venues and creatives, and help ensure emerging talent has the opportunity to grow and thrive. Plus, every big name has started as a local musician.

For someone attending Euphony for the first time, what can they expect, and what makes the festival stand out from others?

Expect a varied lineup, with something for everyone and i can guarantee everyone will discover a new band they wish they’d discovered sooner. We really try to fit as much music into the day as possible so expect good length sets and short breaks so you can get your moneys worth! As its in a grassroots venue, its an opportunity to discover the future’s big names in a close knit setting and meet like minded people.

Organising a festival is never easy. What’s been the biggest challenge, and what’s been the most rewarding part of bringing Euphony together each year?

Organising a festival is definitely a labour of love. One of the biggest challenges is juggling all the moving parts—coordinating artists, schedules, production, logistics, and making sure everything comes together smoothly on the day. As a one woman team, and having been self funded up until this year and being awarded funding from Youth Music, it certainly has its challenges but its all worth it, seeing it all come to life. Watching the venue fill with people discovering new music, seeing artists connect with new audiences, and hearing the positive feedback. Every year we see new friendships, collaborations, and opportunities come out of the festival, and that’s exactly the atmosphere I hoped to create.

From your perspective, how has the North East music scene changed over the past few years, and where do you see it heading next?

I think in the past few years, not only have we seen new formed bands, but we’ve seen an increase in North East bands taking the next step and growing beyond the local scene- Leazes being a good example. I think it’s really giving that push to the local scene and I’ve seen a spark in grassroots music again. I think the future of North East music is looking bright and can only get better from here. Support your local artists, promoters, venues, sound techs and everyone else inbetween- the scene really can’t grow without every moving part.

Looking ahead, where would you like to see Euphony Festival in the next few years? Are there any ambitions or dreams you’d love to achieve?

I’ve always wanted Euphony to grow, but in a way that stays true to what it’s about. The priority has never been to become the biggest festival – it’s to create the best possible platform for emerging artists and give people a chance to discover incredible original music.
Over the next few years, we’d love to see the festival continue to expand, bringing in even more artists from across the UK while still championing the incredible talent we have here in Sunderland and the North East. We’d also like to develop more partnerships with local organisations, businesses and creative communities to make Euphony an even bigger part of Sunderland’s cultural calendar, i’ll be incredibly proud of what we’ve achieved.

Finally, what’s your message to anyone who’s still deciding whether to come along to Euphony Festival this year?

I’d say if you’re genuinley passionate about grassroots music, give Euphony a chance. There’s something really exciting about seeing artists before they break through, and that’s exactly what this festival is all about. Every band on the lineup has been chosen because we believe they have something special to offer.

Euphony isn’t about huge stages—it’s about creating an atmosphere where great music takes centre stage. It’s a chance to discover new artists, support the grassroots scene and be part of something that’s helping live music thrive in Sunderland.
Whether you come for one band or stay for the whole day, we want people to leave having found a new favourite artist and feeling like they’ve been part of something special. If that’s the kind of festival experience you’re looking for, we’d love to see you there.

Grab some tickets now https://www.fatsoma.com/e/3tliq7lg/euphony-festival-26