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0:00:23 > 0:00:27- The Swn Festival. 127 performers.
0:00:31 > 0:00:33- 11 venues.
0:00:36 > 0:00:38- Over three days in Wales' capital.
0:00:39 > 0:00:42- It was established - by Huw Stephens and John Rostron.
0:00:43 > 0:00:46- It's now a familiar platform - for new Welsh talent...
0:00:47 > 0:00:50- ..with some global acts - part of its history.
0:00:50 > 0:00:55- It's a pioneering festival - and it was unique when it started.
0:00:56 > 0:00:58- There were few city-based festivals.
0:00:58 > 0:01:03- Swn is great for giving new bands - a platform. Especially Welsh bands.
0:01:03 > 0:01:07- It's a great platform - for contemporary music.
0:01:11 > 0:01:14- It shows that it's become part - of the establishment...
0:01:14 > 0:01:18- ..when it's spoken about - in the same terms as the Eisteddfod.
0:01:19 > 0:01:24- An important part of the musical - calendar, in Wales and Cardiff.
0:01:24 > 0:01:28- As we celebrate the 10th Swn, - you have an access all areas pass.
0:01:29 > 0:01:31- The hard work needed - to organise a festival.
0:01:31 > 0:01:34- Friday morning - and Spring King have cancelled.
0:01:35 > 0:01:36- Where did it all begin?
0:01:37 > 0:01:41- It was a time when you waited - for things to come to Cardiff.
0:01:41 > 0:01:44- Unless you organise it, - it won't come.
0:01:44 > 0:01:49- Performances from new performers - and old favourites.
0:01:50 > 0:01:53- It shows Cardiff at its best.
0:01:53 > 0:01:55- Womanby Street is incredible.
0:01:56 > 0:01:59- Seldom do you get everyone - from that community...
0:01:59 > 0:02:02- ..in the same place - at the same time.
0:02:02 > 0:02:06- The freaks and weirdoes - all come out - it's a lot of fun.
0:02:13 > 0:02:18- John and I are friends first - and businessmen second.
0:02:18 > 0:02:24- That shows! Look at Swn's record - and what's happened over 10 years.
0:02:25 > 0:02:29- I met John Rostron when - I was in Ysgol Glantaf in Cardiff.
0:02:29 > 0:02:34- I took a CD review - into an office in town.
0:02:35 > 0:02:37- I went in and asked for the editor.
0:02:38 > 0:02:41- John was the editor. - He took it and published it.
0:02:42 > 0:02:45- In the partnership - between Huw and John...
0:02:45 > 0:02:49- ..you have two different people - coming together.
0:02:50 > 0:02:54- I would say that John's more - pragmatic and Huw's more creative.
0:02:55 > 0:02:56- He's full of ideas.
0:02:57 > 0:02:59- Both elements work well together...
0:02:59 > 0:03:03- ..when you have two people - trying to realise ideas.
0:03:03 > 0:03:06- The relationship - between Huw and John is cute.
0:03:07 > 0:03:08- When the festival began...
0:03:09 > 0:03:13- ..they were in a tiny office - - it was no bigger than a cupboard!
0:03:14 > 0:03:19- John sat behind his computer - and Huw sat next to him...
0:03:19 > 0:03:24- ..listening to music saying, - "What about that one, John?"
0:03:24 > 0:03:26- They bounced off each other...
0:03:26 > 0:03:29- ..listening to the music - like teenage boys.
0:03:30 > 0:03:34- Three days before Swn and John - and his team are under pressure...
0:03:34 > 0:03:37- ..before the opening night.
0:03:38 > 0:03:41- He's the type of man - who enjoys life.
0:03:41 > 0:03:43- He really does.
0:03:43 > 0:03:48- He truly loves bringing music - into people's lives.
0:03:49 > 0:03:52- The stress isn't obvious - but it's still there.
0:03:52 > 0:03:57- He's so busy. It takes up - so much of his time and energy.
0:03:58 > 0:04:01- He's forever thinking - about the next step.
0:04:01 > 0:04:03- There's always something to do.
0:04:03 > 0:04:08- We've had a few bumps. We need - to gross more than we spend.
0:04:09 > 0:04:12- Which at this point we haven't done.
0:04:12 > 0:04:15- If this was run - by a multi-national...
0:04:15 > 0:04:18- ..there'd be no balloons, - no chocolate...
0:04:18 > 0:04:23- If a consultant came in, they'd - be like, "What are you doing?"
0:04:24 > 0:04:26- The idea of Swn is not original.
0:04:26 > 0:04:30- There were festivals like - In The City in Manchester...
0:04:30 > 0:04:32- ..Airwaves - in Reykjavik in Iceland...
0:04:32 > 0:04:35- ..South By Southwest - in Austin Texas.
0:04:35 > 0:04:38- We were sitting on a pavement - in the middle of 6th Street...
0:04:39 > 0:04:41- ..and we had a couple of beers...
0:04:41 > 0:04:44- ..and the sun was going down, - full of people.
0:04:44 > 0:04:46- I picked up a leaflet...
0:04:46 > 0:04:51- ..about the economic impact - of South By on Austin.
0:04:52 > 0:04:54- It was a time when you waited...
0:04:55 > 0:04:59- ..for exciting things - to come to Cardiff...
0:04:59 > 0:05:04- ..and you realise unless - you organise it, it won't come.
0:05:04 > 0:05:08- We just said why don't we do this - in Cardiff?
0:05:08 > 0:05:12- I was walking down the street - in South By Southwest...
0:05:12 > 0:05:16- ..with you and Gareth Bonello - thinking about the name Swn.
0:05:17 > 0:05:22- We came up with Nodyn, 'Diff Fest, - terrible, terrible name...
0:05:22 > 0:05:24- ..and I came up with Swn.
0:05:24 > 0:05:25- Then the name Swn stuck.
0:05:26 > 0:05:29- I was in South By Southwest - earlier that year.
0:05:29 > 0:05:32- I wasn't sure - if it would work in Cardiff.
0:05:32 > 0:05:36- Compare Austin in springtime - with Cardiff in the autumn.
0:05:36 > 0:05:40- During the first year, we sat down - with a pen and some paper...
0:05:41 > 0:05:45- ..and wrote a list of the bands we - liked and who we wanted to perform.
0:05:45 > 0:05:49- We imagined what Swn - would look like in Cardiff.
0:05:49 > 0:05:53- I naively thought it was putting - lots of gigs on at the same time.
0:05:53 > 0:05:56- Oh, God, it's not that, - it's so much more complicated.
0:06:00 > 0:06:02- Two days before Swn 10 opens.
0:06:02 > 0:06:07- There's a lot to do but an - army of volunteers has arrived.
0:06:08 > 0:06:10- It's not a birthday - without balloons!
0:06:15 > 0:06:17- I lived in a bilingual world.
0:06:18 > 0:06:21- I spoke Welsh and English, - listened to music in both languages.
0:06:22 > 0:06:25- I presented on Radio 1 in English - and Radio Cymru in Welsh.
0:06:25 > 0:06:27- Bandit on S4C.
0:06:27 > 0:06:31- I didn't see a problem - in putting a line-up together...
0:06:31 > 0:06:35- ..with bands such as - Derwyddon Dr Gonzo, Genod Droog...
0:06:36 > 0:06:40- ..dovetailed with Truckers of Husk - and Future of the Left.
0:06:41 > 0:06:44- That was an important part of Swn.
0:06:46 > 0:06:48- Ani Glass - is an electronic pop artist...
0:06:49 > 0:06:53- ..one of a number of Swn's - bilingual performers.
0:07:05 > 0:07:06- I'm from Cardiff.
0:07:07 > 0:07:10- I moved away, to study in London.
0:07:10 > 0:07:14- I then moved back - and learnt more about Cardiff.
0:07:14 > 0:07:17- It's the inspiration for my art, - and life in general.
0:07:17 > 0:07:20- Finding out more about my home city.
0:07:25 > 0:07:29- What I do a lot - is record street sounds.
0:07:29 > 0:07:33- Cardiff is part of my songs, - quietly in the background.
0:07:34 > 0:07:38- It's background noise really - but it gives added depth...
0:07:39 > 0:07:43- ..and puts Cardiff - at the heart of the song.
0:07:43 > 0:07:47- It's important - to have festivals like Swn...
0:07:48 > 0:07:50- ..and artistic festivals - in Cardiff.
0:07:50 > 0:07:54- It provides opportunities - for people on every level.
0:07:54 > 0:07:59- For example, I'm only just starting - out with my musical career...
0:08:00 > 0:08:04- ..and I can perform - with experienced musicians.
0:08:05 > 0:08:07- It's an inspiration.
0:08:07 > 0:08:09- I've performed - with successful bands...
0:08:10 > 0:08:13- ..but it's nice seeing - new performers emerging.
0:08:13 > 0:08:16- One day before Swn 10 opens.
0:08:16 > 0:08:23- Huw joins John for the last-minute - preparations in Womanby Street.
0:08:23 > 0:08:29- The next time The Vaccines come - to Cardiff, they'll play to 5,000.
0:08:30 > 0:08:34- When they performed at Swn, there - were 60 people upstairs in Dempseys.
0:08:39 > 0:08:46- You won't get mainstream culture - or big bands...
0:08:46 > 0:08:49- ..achieving success - around the world...
0:08:49 > 0:08:52- ..without those - small, intimate gigs.
0:08:53 > 0:08:55- Womanby Street is famous.
0:08:55 > 0:08:57- Without Womanby Street...
0:08:57 > 0:09:00- ..where you have - one, two, three, four, five...
0:09:00 > 0:09:07- ..six, seven, eight, nine, - ten, eleven performing venues...
0:09:07 > 0:09:11- ..without Womanby Street, - there'd be no Swn.
0:09:11 > 0:09:13- Thank you, Womanby Street.
0:09:14 > 0:09:17- You've got - Let's Eat Grandma playing...
0:09:17 > 0:09:20- ..who were - on Jools Holland recently.
0:09:20 > 0:09:23- Yeah, this week. - They're in the Moon Club.
0:09:23 > 0:09:24- They won't be able to get in.
0:09:24 > 0:09:26- They won't be able to get in.- - That's the stuff that's magic.
0:09:26 > 0:09:29- When we book them, - you've got no idea.
0:09:29 > 0:09:34- Then we had an email to say they - might play Later With Jools Holland.
0:09:34 > 0:09:36- That'll be packed now.
0:09:36 > 0:09:38- That's the point with Swn.
0:09:39 > 0:09:43- We started it to make it happen.
0:09:43 > 0:09:47- It's like the Eisteddfod - a lot - of people doing a lot of things.
0:09:47 > 0:09:50- Without them it wouldn't happen.
0:09:50 > 0:09:53- The same happens with Swn.
0:09:53 > 0:09:56- We're grateful to everyone - who's worked on it.
0:10:00 > 0:10:02- We have so much talent in Wales.
0:10:02 > 0:10:05- It's important to take pride - in that talent.
0:10:05 > 0:10:08- We're providing opportunities.
0:10:08 > 0:10:11- Kizzy Crawford - writes wonderful songs...
0:10:11 > 0:10:14- ..and is making a name for herself - as a songwriter.
0:10:15 > 0:10:16- She's special.
0:11:33 > 0:11:37- This year, for Swn 10, John has - set up with Cardiff University...
0:11:37 > 0:11:40- ..and Cardiff Contemporary - a Swn museum.
0:11:48 > 0:11:54- Posters, tickets, Radiohead - playing in Cardiff in 1997.
0:11:55 > 0:11:58- 2000, October, PJ Harvey...
0:11:58 > 0:12:02- ..And You Will Knows Us by - the Trail Of The Dead and Tystion!
0:12:02 > 0:12:07- Steffan Cravos, One Live in Cardiff. - John Peel Show Presents.
0:12:07 > 0:12:09- This is my favourite T-shirt...
0:12:09 > 0:12:12- ..from Swn 2008.
0:12:13 > 0:12:15- A mountain of people.
0:12:15 > 0:12:20- This T-shirt from the 60ft Dolls - is rare - I've never seen it before.
0:12:20 > 0:12:24- An amazing band from Newport. - It's nice to see them here.
0:12:24 > 0:12:28- People know about the bands, - remember going to see them.
0:12:28 > 0:12:30- It brings back memories.
0:12:30 > 0:12:34- In case you need more than a T-shirt - to remember the first Swn...
0:12:40 > 0:12:44- There wasn't a lot of people out, - a few hundred came out.
0:12:44 > 0:12:48- They had a really great time. - They loved it.
0:12:48 > 0:12:52- There were handfuls of people - I was falling out with...
0:12:52 > 0:12:56- ..because we owed them money - or I was late paying.
0:12:56 > 0:12:59- I was destroying relationships - as I went...
0:13:00 > 0:13:04- ..because I was obsessed with - trying to do something really good.
0:13:05 > 0:13:09- The first year, - when the festival was established...
0:13:09 > 0:13:10- ..we separated.
0:13:11 > 0:13:15- That says a lot. - We'd been together for five years.
0:13:16 > 0:13:18- I'm sure it was a big part of it.
0:13:18 > 0:13:20- It took up so much of his life...
0:13:20 > 0:13:24- ..and I felt like a small part - of his life at the time.
0:13:24 > 0:13:26- I didn't attend the first Swn.
0:13:27 > 0:13:31- I put a lot of money - into the first Swn, invested money.
0:13:32 > 0:13:34- We lost a lot of money - that first year.
0:13:35 > 0:13:39- I say 20,000 because I obliterated - from my mind what the debt was.
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0:13:44 > 0:13:44- Subtitles
0:13:44 > 0:13:46- Subtitles- - Subtitles
0:13:46 > 0:13:52- The first morning of Swn and - things aren't quite going to plan.
0:13:53 > 0:13:56- Friday morning - and Spring King have cancelled.
0:13:57 > 0:14:01- It's tough having somebody - cancel on the day, that's hard.
0:14:02 > 0:14:05- We've been trying to find - a replacement...
0:14:05 > 0:14:07- ..so that we can replace - and announce.
0:14:08 > 0:14:11- John puts so much - into everything he does.
0:14:11 > 0:14:16- If he's organising a gig, running - a marathon or organising Swn...
0:14:16 > 0:14:20- ..he puts his time - and life into it.
0:14:20 > 0:14:23- After Swn, he's knackered.
0:14:24 > 0:14:29- Luckily for John, - Estrons step in to save the day.
0:14:30 > 0:14:33- An English band - dropped out of the bill...
0:14:33 > 0:14:37- ..so John phoned us up - and we stepped in at the 11th hour.
0:14:37 > 0:14:40- We're excited about it - - a large audience.
0:14:40 > 0:14:44- We've just come off a six-week tour - so we're ready.
0:14:44 > 0:14:46- It's nice being back.
0:14:46 > 0:14:51- I love Swn. It brings everyone - together in Cardiff.
0:14:51 > 0:14:53- It reminds - the world and the media...
0:14:54 > 0:14:58- ..that Cardiff has a vibrant scene - and it's always had one.
0:14:58 > 0:15:00- It just means a lot to me.
0:15:02 > 0:15:05- What's also been brill - about Swn over the years...
0:15:05 > 0:15:08- ..is that performers from Wales...
0:15:08 > 0:15:12- ..are given a good platform - and good audiences.
0:15:12 > 0:15:18- Seeing someone like Meilyr playing - on the Friday night is great.
0:15:18 > 0:15:22- He's been in different bands. - He's released his first solo album.
0:15:22 > 0:15:24- It's great to see him at Swn.
0:15:24 > 0:15:28- Meilyr performed with - Radio Luxembourg at the first Swn.
0:15:43 > 0:15:48- With only hours to go, - Meilyr Jones and his band...
0:15:48 > 0:15:50- ..go through their sound check.
0:15:50 > 0:15:55- There are parts in the gig where - we don't even know what's happening.
0:15:55 > 0:15:57- Some parts - I hope it goes well!
0:15:57 > 0:16:00- Or terribly bad!
0:16:00 > 0:16:02- Dan the soundman texted me.
0:16:03 > 0:16:06- "What's the set list for tonight?"
0:16:06 > 0:16:11- I've been putting it off, - not looking at the text.
0:16:21 > 0:16:22- Yeah.
0:16:22 > 0:16:24- Does it feel right for you?
0:16:25 > 0:16:28- The performance - feels absolutely great.
0:16:28 > 0:16:33- It's just literally where I'm asking - for loads more bass, I can't hear.
0:16:34 > 0:16:38- It feels like there's a bass - and bass drum and harpsichord there.
0:16:38 > 0:16:41- There's nothing in the middle.
0:16:41 > 0:16:43- I've never played in the Tramshed.
0:16:44 > 0:16:48- The sound can be strange - in large places when they're empty.
0:16:48 > 0:16:53- The sound guys always say - when there are people in the room...
0:16:53 > 0:16:55- ..it'll be alright.
0:16:55 > 0:16:57- So, I hope it's fine.
0:16:57 > 0:17:02- Despite his concerns, Meilyr - and his band head for Spillers...
0:17:02 > 0:17:04- ..the world's oldest record shop.
0:17:24 > 0:17:27- John's jumping - from the frying pan into the fire.
0:17:28 > 0:17:31- Although he's never - played a musical instrument...
0:17:31 > 0:17:35- ..he's part of Swn's band - - Adverse Camber.
0:17:35 > 0:17:39- This will be their first gig and we - join them for the final rehearsal.
0:17:40 > 0:17:42- It appears - that they have a long way to go.
0:17:46 > 0:17:49- Just warming up.
0:17:49 > 0:17:53- I've put on 10 Swn festivals, - Dim Swn festivals...
0:17:54 > 0:17:56- ..throw it at me, it's fine.
0:17:56 > 0:18:00- This I've never done - before in my life - I'm bricking it.
0:18:00 > 0:18:05- As the sun sets, - doors open on the opening night.
0:18:05 > 0:18:09- We're 15 minutes away - from doors opening.
0:18:09 > 0:18:13- We've had cancelled bands, - water falling off a lorry...
0:18:13 > 0:18:15- ..ticket lists - that didn't make sense.
0:18:16 > 0:18:18- We're fine, we're good, - it's going to be busy.
0:18:19 > 0:18:23- I love Swn. I've been - coming to Swn for seven years.
0:18:23 > 0:18:26- The first time I came, I was 16.
0:18:27 > 0:18:30- I started working as a volunteer - when I was 18.
0:18:31 > 0:18:34- Tenth year this year, - the line-up is amazing.
0:18:34 > 0:18:36- I'm looking forward to it.
0:18:36 > 0:18:41- The fierce sound of Estrons - is popular with the crowd.
0:19:30 > 0:19:37- There are people in higher positions - than us telling us to stop.
0:19:37 > 0:19:40- This ex-record company executive...
0:19:41 > 0:19:45- ..lovely guy, he'd offered - to cast an eye over our finances.
0:19:45 > 0:19:47- I sent our budget to him.
0:19:47 > 0:19:50- He looked at it - and just chucked it back at me...
0:19:50 > 0:19:54- ..and went, - "There's no meat on those bones."
0:19:54 > 0:19:55- Heart-breaking.
0:19:57 > 0:19:59- It's not going to make a profit.
0:19:59 > 0:20:01- That inspired us to carry on.
0:20:02 > 0:20:04- We did it - so people could hear bands...
0:20:04 > 0:20:07- ..to allow bands to play live...
0:20:07 > 0:20:10- ..and to give Cardiff - a festival like Swn.
0:20:10 > 0:20:13- Meilyr and his band - are preparing to take to the stage.
0:20:14 > 0:20:17- Fingers crossed - the sound will be OK.
0:21:59 > 0:22:02- In the next programme, - is the pressure too much for John?
0:22:03 > 0:22:05- I was close to a breakdown.
0:22:05 > 0:22:07- We meet future stars of Wales.
0:22:09 > 0:22:13- Will this be the last Swn ever?
0:22:13 > 0:22:18- If Swn ended, - it would be on our terms, I think.
0:22:18 > 0:22:20- That's not always a bad thing.
0:22:21 > 0:22:24- Join us for the second part - of Swn 10.
0:22:56 > 0:22:58- S4C Subtitles by Adnod Cyf.
0:22:58 > 0:22:59- .