122MM Presents 24:1900

On Saturday 21 December, 122 Music Management (122MM) is streaming what it believes to be the first 24-hour virtual music festival where each act plays at the same time.

122MM have chosen twenty four independent artists from each timezone; each act will start their set at 1900 (7pm) local time. This is the unique theme that binds 24:1900 together.

24:1900 will feature talented acts from traditional festival heartlands (incl. UK, USA), along with artists from lesser known, but equally deserving territories (incl. Georgia, Indonesia, Mexico).

122MM state that the idea was borne of frustration. Given the well known difficulties faced by those who work in the grassroots live music sector (venues, promoters, artists), and the lack of tangible benefits, along with the (bureaucratic/financial) issues bringing over an act that they manage (Sky Diving Penguins), the idea formed whilst promoting a night at The Amersham Arms in July 2023.

Over the next month or so, 122MM developed the idea of holding a 24-hour global festival, at which acts would play at the same time (locally) depending on which part of the world they are resident in.

They decided to approach as many independent artists as possible, particularly those who were unsigned. To do so, 122MM used Bandcamp. They particularly sought acts who had vinyl, cassettes, and CDs, but were struggling to shift them.

Once identified, 122MM contacted a number of acts from each timezone. They explained the idea behind 24:1900, what was required for the artists’ sets, and confirmed that they were not seeking money – 122MM required that acts cover the costs of their sets only. Understandably, several artists thought the offer was a scam. Érico Moura (who thankfully came aboard) was one such artist.

The 24:1900 Lineup of bands-

24:1900 will feature sets that have been pre-recorded. The majority specifically for this festival. A few have been recorded live at other events/venues, and many feature full bands. Most of the sets last between 35-45 minutes, after which fans are invited to take part in online chat with the artist that they have just seen.

During the sets, and post-set chats, fans will have the opportunity to buy the artists’ music. Either via a QR code that can be scanned, a side panel that can be clicked on or through the website/ Bandcamp page listed at the bottom of the screen. The artists receive whatever fans pay them directly through their Bandcamp page(s)/website(s). Between them, they will also receive 80% of all ticket sales.

10% of all ticket sales will also be donated to Music Venue Trust & Medecins Sans Frontieres, for whom 122MM are fundraising.

Overall. 122MM are trying to remove the algorithms and allow the music and performances to speak for themselves. They write, “24:1900 is for artists, and music fans, who are tired of the current system that fails to reward artists fairly for their music’.