So much work goes into Hockley Hustle each year, with so many different roles and duties to be completed both ahead of and on the big day - it's a true collaboration. So, to give a sense of the energy that goes into the organisation of the festival, we rounded up Alfie Sharp (artist), Tommy Farmyard (director), Parisa East (promoter), and LJ (head of the decor team) to tell you a bit more about what the Hockley Hustle experience is like for them...
Alfie Sharp: Singer-songwriter performing at Broadway Cinema and Pitcher and Piano with the UFO Orchestra.
What’s the first thing on your to-do list when it comes to preparing for Hockley Hustle?
My outfit, of course!
How far in advance do you start thinking about the event and putting arrangements into place?
Hockley Hustle is my favourite day of the year in Notts music, so it’s always on my mind. This year is a little bit special, can’t wait to announce some secrets about this year's set!
What’s the most stressful or chaotic point in the build-up to the event for you, and why?
Making sure I can make a well planned out itinerary of who I want to see!
What’s the one thing that you have to think about the most ahead of the festival, or that takes the most planning?
How to make it special for everyone who will come down to my set.
What’s the first thing you do after you wake up on the morning of the event?
Die with a hangover.
What time do you plan to arrive at the festival on the day?
I’ll be there all day!
What’s your schedule for the day of the festival like once you arrive there?
Mental!
What’s your favourite thing about the festival?
This amazing community we have in Nottingham.
If someone needs to find you on the day of the festival, where are you most likely to be and why are you there?
Broadway stage, 8.30pm, or a secret surprise (check my Insta later…). And if none of those, probably the nearest bar!
How do you feel once the day is done? Or, if this is your first year, how do you think you’ll feel once it’s all over?
Like a deflated helium balloon.
What are your plans for straight after the event is finished? Where will you go once the festival is over?
Show me the afterparty.
LJ of LJD Illustrations: Hockley Hustle decor team boss lady, and designs all of the decor you’ll see over the streets of Hockley.
What’s the first thing on your to-do list when it comes to preparing for Hockley Hustle?
Get on the socials and ‘hoootie hooo’ the good people of Notts for random donations. We don’t know what we’re going to create until we get bits in. Last year was cardboard heavy and it rained aaaaaall day. So this year I begged for timber scraps. Doors. Tins. A previous year we received tonnes of tetras packs and cask clips to get creative with. Made super cute flowers and random sculptures with them. Adore trash art!
How far in advance do you start thinking about the event and putting arrangements into place?
This is the third year of doing street decor and I’ve no idea. My memory is appalling but I think we’ve given ourselves five weeks. One week planning. Walk arounds. Getting donations. Trawling skips. The rest running workshops with lovely volunteers.
What’s the most stressful or chaotic point in the build-up to the event for you, and why?
The first week is definitely the most chaotic as everyone bobs around, trying to find their rhythm. The most stressful is definitely set up on the day. Always a logistical nightmare of what’s where? Who’s got what and who’s moving bits and bobs?! No matter how much we plan. It’s the way of the hustle!
What’s the one thing that you have to think about the most ahead of the festival, or that takes the most planning?
We’re heavily reliant on the kindness of strangers when it comes to street decor, so ahead of the festival it’s always the sourcing and collecting of donations that takes a lot of planning. Last year was a lot of moving around too as we had to move our build base a few times. Which was manic.
What’s the first thing you do after you wake up on the morning of the event?
Get a solid brekkeh. I think last year I began with breakfast at Cosy Club and a spicy Bloody Mary. I’m not advocating alcoholism! Check I’ve set up essentials in my bag. You can never have enough string and cable ties.
What time do you plan to arrive at the festival on the day?
I’ll be setting up. So early doors about 8am. But for the actual festival, I’ll be at Angel microbrewery for the open as the very talented Chai Larden and Benjamin Hibbert will be playing. I love those guys.
What’s your schedule for the day of the festival like once you arrive there?
I always earmark a couple of acts to see, but mostly I wing it. Too much joy about to stick to a plan!
What’s your favourite thing about the festival?
The mad diversity. Of music genres. People. Activities. Venues. Genuinely something for everyone. Every year I find something or someone new to adore.
If someone needs to find you on the day of the festival, where are you most likely to be and why are you there?
I always bounce back to The Angel Microbrewery. It’s basically my base. Choc a bloc with good vibes.
How do you feel once the day is done? Or, if this is your first year, how do you think you’ll feel once it’s all over?
Always buzzing. This year I’ll be knackered though because I’m veeeeeery pregnant.
What are your plans for straight after the event is finished? Where will you go once the festival is over?
Usually I’d be grabbing folk for a deeeelicious house party but this year I’ll be fully beelining for my bed. Best mate of the moment.
Parisa East: Founder of Acoustickle, Host of Bar 11 for Hockley Hustle.
What’s the first thing on your to-do list when it comes to preparing for Hockley Hustle?
After speaking to CeCe (LoveCelestene) and the Acoustickle team, it's contacting the artists to book them before anyone else does.
How far in advance do you start thinking about the event and putting arrangements into place?
Months to be honest. Sometimes whilst Hockley Hustle is running, I project forward to the next year.
What’s the most stressful or chaotic point in the build-up to the event for you, and why?
Set times, tech requirements and changeover times are paramount for the stage to run on time. I usually worry if the venue has the right sound and layout for all the various artists, but it always works out and I'm sure Acoustickle first ran a stage in 2010.
What’s the one thing that you have to think about the most ahead of the festival, or that takes the most planning?
The schedule. Once timings are published, I want to stick to it, for the audience and artists to have the best experience. I also prepare myself as I'm an ambivert and it's not always easy. Last year CeCe used sage and crystals to clear our energy before we even got to the venue.
What’s the first thing you do after you wake up on the morning of the event?
Have a mini-prayer meditation, and get at least half my hair and make up done. Once we set foot in Hustle land, it's go time, and because Acoustickle decorates, there might be zero time left to get cute. Priorities.
What time do you plan to arrive at the festival on the day?
This year we can start later than usual, setting up from 12pm and opening doors at 3pm. Last year we got to Bar 11 with the owner at 10am to decorate, set up and sound check, and didn't leave for a proper break until 12am the next day. Our stage finished at 2am!
What’s your schedule for the day of the festival like once you arrive there?
Immediately start moving furniture, hanging decorations, open the front windows of Bar 11, and make sure the sound and light equipment is up and running. Any delays in these stages can throw the entire day off. In this case, I might get mardy.
What’s your favourite thing about the festival?
It's Nottingham-centric: a microcosm of the Notts scene with local artists, promoters, venues, creatives and audience gathering together to celebrate and raise money for charity.
If someone needs to find you on the day of the festival, where are you most likely to be and why are you there?
Come to Bar 11 where Acoustickle is running the show 3pm-10pm. We have an RNB, hip hop, neo soul, Afrobeats line up.
How do you feel once the day is done?
Exhausted, accomplished, and ready to either sleep or celebrate. It's one of the most challenging and rewarding events to be part of. I ended up in tears at one point last year because Nick Stez and Chantelle Marquez were expressing so much gratitude and love to what Acoustickle had put together.
What are your plans for straight after the event is finished? Where will you go once the festival is over?
This year we finish at 10pm when it's after party time, so will go to Can't Stop Won't Stop for their party with V Rocket, Riverton Rudeboys and more.
Tommy Farmyard, Hockley Hustle Director and Hustler since ‘06.
What’s the first thing on your to-do list when it comes to preparing for Hockley Hustle?
Physical health and mental wellbeing is key. Getting fit and healthy is generally number one, it rarely happens.
How far in advance do you start thinking about the event and putting arrangements into place?
It never stops, we’re already thinking about 2026. Hockley Hustle is always in the back of our minds when planning any of the events we organise. Collaboration is key and I’m always looking to link up and tie in with other projects I’m involved in, e.g. Nottingham Poetry Festival, Lush Life, projects with Shop Zero, writing a play with Jah Digga, it’s all a Hustle. I wanna do good things with and for good people.
What’s the most stressful or chaotic point in the build-up to the event for you, and why?
The month leading up to the festival. There are so many moving parts that you have to stay on top of, managing relationships, bands dropping out, sound engineers evaporating, costs rising, things or people breaking. Keeping everyone involved as happy as possible and informed about everything they need to know is a mammoth task and the guaranteed eighteen+ hour days are an absolute killer. It’s very, very stressful, but it is worth it. I’m sorry if I have ever shouted at you.
What’s the one thing that you have to think about the most ahead of the festival, or that takes the most planning?
All of it!
What’s the first thing you do after you wake up on the morning of the event?
If sleep has happened, I’ll have a cuppa tea and congratulate the wonderful Hustle team. I love all of them!!!
What time do you plan to arrive at the festival on the day?
7am.
What’s your schedule for the day of the festival like once you arrive there?
The best way I can describe it is as being in the middle of a sturdy spider's web that has people throwing pebbles at it from all angles. I don’t stop moving until it's over. Lots of firefighting (not actual fires) and trying to watch as much of the entertainment as possible. Last year I saw thirty minutes of music across the day, and that was more than most years. One day I’ll enjoy going as a punter, I just need to find someone crazy enough to pass the baton on to, not just yet though, there’s lots more to be done.
What’s your favourite thing about the festival?
The joy it brings people, the smiles, the celebration of Nottingham and the creatives within, the money we raise for the charities, working with a bloody lovely bunch of humans and meeting lots of new ones. Notts is a brilliant city full of good people with good intentions.
If someone needs to find you on the day of the festival, where are you most likely to be and why are you there?
On a bicycle, on the phone, texting, Whatsapping, escorting an artist, fixing a problem, eating a sandwich and carrying an amp, screaming. All at the same time.
How do you feel once the day is done? Or, if this is your first year, how do you think you’ll feel once it’s all over?
Tired, happy, proud, broken.
What are your plans for straight after the event is finished? Where will you go once the festival is over?
Bed.
Hockley Hustle will take place on 22 October 2023. You can buy your ticket here.
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