Greg Seltzer and his wife, Jenn Setltzer, have been the driving force behind Philly Music Fest since its inception. What is typically a weekend-long, venue-hopping event, 2020 has thrown Greg (and the rest of the industry) for a loop. However, not one to be discouraged, Greg and Ardmore Music Hall have teamed up for an alternative plan so the show can still go on this week.

How do you make a Livestream stand out in the midst of thousands taking place?

Greg Seltzer: The Philly Music Fest Livestream is just different than other streams. Our headliners and direct support bands are playing LIVE on stage. Not pre-recorded or archival footage from pre-COVID. And, not in a living room or bedroom. PMF20 is live on stage with four camera HD audio and video and full sets from these bands.

Have you noticed any similarities or differences in marketing for an event like this as opposed to a typical concert?

GS: For sure, it’s been a grind, actually. In prior years, our lineup has really done the promotion for us. For example, we had Low Cut Connie and Waxahatchee right as they broke out nationally in 2018 - and we sold out four nights. Last year, Man Man and Sun Ra Arkestra led us to a quick four-night sell-out. This year, there are no ticket sales, so I’m just trying to get eyes on the Livestream and hope people donate to the non-profit cause.

How was this year's lineup chosen? What was their reaction or response to playing this sort of event?

GS: Well, booking the festival this year was tough. We had all four shows booked in February 2020 for the in-person four-night run. We had to scrap that when the venues notified us they couldn’t host the shows. I then basically had to figure out which bands were quarantining in Philly. As you know, all bands that play PMF are from Philly, but that doesn’t mean they’re currently living and quarantining in Philly.

From there, I tried to focus on diversity. A hallmark of Philly Music Fest is offering a diverse mix of music - with the common thread that it all connects to Philly and the Philly-area. We showcase Rock, Jazz, Bluegrass, Punk, Indie, R&B - it’s all mixed together - so long as each band is from Philly or calls the Philly area, “Home.”

What motivated you to find a way to hold PHL Music Fest this year?

GS: Honestly, I was sick of Livestreams in July. In March and April, the streams were charming and I tolerated the poor audio and video - didn’t matter, the world was about to end, so might as well get to see inside my favorite musician’s house...and have them play some songs for free, then I’ll tip them, etc. But, it got old real fast.

So, I was about to pull the plug on PMF, and then I got a call from Chris Perella at Ardmore Music Hall and he pitched the idea of a multi-night, expertly produced Livestream, with bands playing live on stage and his team and owners would take the risk on the show. It was an offer I couldn’t refuse, as it allowed me to execute on the mission of PMF - putting on a show that highlights the amazing musicians in the Philly area, then generating proceeds to donate to music education. And, this year, a grant fund to support musicians struggling with the impact of COVID.

Do you see yourself either overseeing or continuing to help produce other Livestream events?

GS: I don’t think so - I mean, I’ll help anyone that needs help, but Philly Music Fest is a non-profit run by me and my wife. We do this early in the morning, late at night, and on the weekends. We put the effort forth to put on the festival, showcase the bands and then generate proceeds - we donated $40,000 to music education programs last year after a sold-out four shows. Our goal is to reinvest in the kids and make sure that we have another strong crop of bands coming into our music scene in five or six years. We’re not in the entertainment business or the Livestream business, we’re in the raising money for kids business.

Do you think, post-COVID, this might be a new standard of live music? Do you feel like people are getting too comfortable with Livestream-type events?

GS: Yes, I believe the revenue stream will survive. Bands will go back to making a living from touring and streaming services, but the Livestream will hopefully be a way that musicians can take some ownership over the revenue. Meaning, merch has always been a great profit center for musicians - as the funds usually go directly to the musicians, as opposed to labels and venues and agents and talent buyers and publicists and managers and lawyers and probably like a dozen other people - the cash goes right to the musicians. I hope that Livestreams can be another revenue stream for the musicians that cut out the various layers. If a band is playing live in LA on a Tuesday night, maybe the band will go live on Instagram for an hour before the show and generate some tips.

How did you initially start PMF?

GS: Well, it’s not exactly linear, but yes - people think Philly Music Fest is an organization with employees and whatever else, but it’s really just me - and my wife is active during the festival to sell merch and she works with the charities to amplify their mission (which you’ll see on full display at Philly Music Fest this week).

How did I get the idea? The short answer is that I did some legal and business work for the Newport Folk Festival, which is the greatest festival we have in this country - and Newport Folk (and Jazz) are non-profits, artist-focused, expertly curated with an emphasis on headliners and emerging talent - and devoid of corporate overlays - the focus is on the musicians and fans. I wanted to replicate the ethos of Newport in my hometown, Philly.

At the same time, I was using my contacts in music and business to get people to listen to the War on Drugs, Kurt Vile, Dr. Dog, Waxahatchee, Hop Along, Sheer Mag, Strand of Oaks - the list goes on - and it gave me the idea that I could create a music festival where the lineup is all from Philly. So, I combined my excessive amplification of the Philly music scene with the ethos and style of the Newport Folk Festival.

Not exactly linear and doesn’t always make sense - but, that’s the best I can do in telling people about how this started in 2017.

You can stream the event this Thursday and Friday from www.phillymusicfest.com and donate through the link. We can’t wait to tune in to some of our most favorite local bands for a great cause!

Philly Music Fest's Greg Seltzer Isn't Letting The Pandemic Slow Him Down