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If you've ever created any kind of movement, you know the dedication, resolve, humility, confidence, determination, and resourcefulness it can require. And while everyone looking through the sidelines marvels at how effortlessly you pull things off, they often remain unaware of a single truth.That ish takes a lot of hard work.
Alyson Greenfield is one of those people who gets things done. Inspired to create her own music festival after noticing the lack of artistic platforms for women musicians, Alyson created The Tinderbox Music Festivalin 2010. Debuting at Southpaw in Brooklyn and featuring 19 women artists on two stages, Tinderbox continues to expand. Last Fall, they featured their biggest show yet - 37 artists from around the world rocking out on three different stages at NYC's illustrious Webster Hall.
In 2011 I had the opportunity to work with Alyson on Tinderbox's second show, at the Knitting Factory in Brooklyn, and was often inspired by her relentless energy, resourcefulness, sharp business sense, honesty, kindness, and creative vision. Almost 5 months after their Webster Hall event, Project Inkblot spoke with Alyson as she and The Tinderbox Team excitedly geared up for 2013. Ever the truth teller, Alyson spoke with me about how important it is to take care of yourself when you're creating something of such magnitude, how success can sometimes feel like failure, and how Tinderbox forced her to come to terms with what really matters.
How did Tinderbox start?
It started in 2010. Lilith Fair had come back on the scene - it was big in the 90’s – it’s a whole festival of women artists. I moved to NY in 2009 and I was thinking, I would really love to play this. I was a women’s studies minor and I was on the Chicago National Organization for Women’s board and it just made sense for me as a musician to do this. I had just moved to New York and I had been talking about starting a blog. A friend of mine said, 'well, your blog has to have a focus.' So, I started a blog pitching myself to Lilith Fair and every entry started with, Dear Lilith Fair. I really like to be creative and it was a big outlet for me. I didn’t get to play Lilith Fair but it was a great experience. I had helped run some unofficial showcases at SXSW that year and I had never done bookings or promotions before but I booked a bunch of acts and I thought oh, I can do this. I thought well, I’m not going to play Lilith Fair but I know a bunch of women who are amazing musicians. It seems like there was a desire for women to have a platform not only in the music scene but to be around other awesome women. I thought, well I have this music and business sense, why don’t I just create my own event instead of trying to be a part of someone else’s? Within a few months, we got ASCAP and Bust Magazine on board and had the event at Southpaw on two stages with 19 different artists. We just kind of pulled it off. We had this awesome community vibe. The venue said they’d never had such well-behaved artists. What was so great was that so many people were coming up to me like ‘wow, we heard so many great artists.’ They hadn’t heard of most of them. Every year the artists fall in love with some of the other artists and collaborations come out of it. I’m really excited about Kalae Nouveau and Charlene Kayewho met at Tinderbox and are collaborating now. I love when that happens.
That must be so gratifying.
Yeah, it’s kind of crazy. In some ways I’ve created something that is bigger than me. Sometimes I’m like, I don’t know how much of my life this can be because I have other responsibilities. At Webster Hall, so many people kept on coming up to me telling me how inspired they were. That was the word of the day.
We went from a 500 capacity venue at The Knitting Factory to a 2,600 capacity venue with three stages and 37 artists from four different countries. We blew the roof off from where we were before. It was really exciting and challenging and the event itself was amazing. Performing at Webster Hall as an artist was incredible and otherworldly.
How did you get all of these people on board?
There were a few people who came on board last year who, without them, Tinderbox would not have happened. Nasa Hadizadeh, Rebecca An…they were just instrumental. Then I brought on an assistant, Alexandra Martinez. These women were invested in Tinderbox like it was theirs. They came with great ideas and busted their butts and there were tons of other volunteers. They just took it on. I would ask them, why would you do this and work so many hours? And they would tell me what they were getting from it. I would feel bad because I didn’t have the budget to pay people or myself. The way people worked just astounded me. I would have conversations with people and they would share the value of Tinderbox with me. I felt uncomfortable asking people to do things especially when I wasn’t paying them. It was difficult for me to not feel guilty about not giving people paychecks. I had to understand that this was a reciprocal relationship. I’m getting something, they’re getting something and we’re working together to create things. I delegated and these women really took things on. What I finally learned this year is that delegation is key. It is so important. No one can do it by themselves. You have to trust the people you’re delegating to. It was really scary for me, because I don’t like asking people to do things. You can’t do things without other people, or you can - but you can’t do them well.
What are some of the changes you noticed in how you were running Tinderbox?
I felt less alone. I even had people say to me that when I first started Tinderbox I would refer to it as ‘I have to’ etc. That changed to ‘we’ as in, 'we need to' and people were like, that’s a good thing you’re saying ‘we.’ I learned that it’s important to trust people and to identify to people what they’re best at and let them do that. Once they did that, they would come back with results. We had meetings all of the time and I had to learn how to negotiate and deal with different personalities. People have different ideas and they feel strongly about them and this year we were dealing with different sponsors, and so many more people. I also learned how to be more diplomatic and honest. Everyone worked so hard. People were invested with their heart, as well as their time.
But after Tinderbox this year you realized you needed some time off from the project.
Tinderbox kind of took over my life. I had to pay my bills and I didn’t know if this was the thing that could do that. I couldn’t put my life on hold and not be able to take care of my basic needs any longer. We were working with artists and venues that were a lot bigger than what we had dealt with before. I’m good at negotiating, connecting and networking but there was a learning curve. I held it down but we didn’t have the capital at the ground level. We’re still young and we didn’t have the funding, and everyone was volunteering.
I felt like I had run into a brick wall. I am just crazy driven and don’t stop to breathe sometimes. If I have ideas, I will accomplish them but sometimes it comes at the risk of my sanity. I had devoted my life and sacrificed things like a regular income. I was focusing on it all of the time and you know how it is, you can work on it day and night and still never be done. I was still doing little things here and there to provide for myself but at the end, I just felt defeated.
Can you speak about why you felt defeated?
A lot of things came down on me because in these types of circumstances, things come down on the founder. I wore myself out. I think the expectations we have for ourselves are so high. You don’t let yourself breathe. I don’t know if it’s a do-it-all mentality or what. I’ve always liked to work. Ever since I was a kid, I had projects and would organize and set these structures. I was a perfectionist and I would just do and do and do.
I was like, I don’t know if this is going to happen again. I kind of felt like I had lost myself. I was living in this fantasy land where I thought if I worked my ass off, it would come back to me but it didn’t matter because it didn’t come back. It is coming back now – but at that time, it wasn’t. I didn’t have a life and at the end I felt like I was left with nothing and had done this huge thing that seemed to benefit other people, but at the end I had no energy - and I have a lot of energy – I was just done. It takes a lot for me to be done. I started resenting Tinderbox.
I think that happens to a lot of people.
Of course! Because if you don’t feel like something is giving back to you and you’re putting everything into it then that’s not balanced. There were incredible things that happened but I was almost mad at it. I didn’t want to talk about it. Pretty soon after the event, people were like ‘when’s the next one? I want to apply. What venue will you do it at?’ I was like, I don’t know if there will ever be another Tinderbox again. I cannot talk about it. Then I realized I had to get back to being a human being. I needed to provide for myself. I’m going to be the best at providing for other people when I’m setting an example and providing for myself. This is a key thing with women. Women are so good at providing for others and not always themselves.
Compassion for yourself is huge. I go to a lot of Buddhist talks and it’s so important. We think it’s an indulgence or something for leisure time. If you care about yourself you can be compassionate towards others. One of the Buddhist teachers says, ‘you know when you talk to yourself in your head and you’re being really mean to yourself, well would you talk to a good friend like that?’ And usually the answer is heck no. You’d rally for your friend instead of throwing punches. Having compassion is so important as well as realizing that things will happen on their own time. I think for me, also, there was a lot of thinking that things have to happen now. I spent so much time and energy on Tinderbox and I thought, things have to happen now! I have to prove this is real. I’m so over that now. In the second year we got press from TheNew York Times but it wasn’t enough. It was like, no – this year it’s going to be at Webster Hall. I had this unrealistic expectation that it had to be a certain way.
There was a sense of attachment?
Yes. It becomes really stressful because you say that it can’t be any other way. I think collectively, over the last two years, I’ve been doing a lot of yoga and meditation and really looking at myself and being honest. I realized I was being pretty mean to myself when Tinderbox was over. I felt like a failure. From the outside it wasn’t that way but from the inside, it felt that way. I started thinking I have worth because I am here and I’m human. I had gone camping in the summer with some friends and I was by the ocean and I thought: this ocean doesn’t care about Tinderbox. The world is so big. We make everything such a big deal.
After Tinderbox, I took a couple months away from it and I looked at our sponsorship deck, which is a compilation of our press, mission, goals, artists etc. and I thought, whoa - this is really successful. I kind of blew myself away. I had never really thought of that before because I was just working and doing and feeling like it wasn’t enough.
You didn’t realize how successful you had been before?
Sure, I had little glimpses here and there but it was always like, we’re not here with this we’re not here with that – all the things that we’re not. And looking at that was like wow, we met a lot of our goals and even exceeded some of our goals. And I thought, I have worked really hard and I am successful and success doesn’t have to be financial. There isn’t one way to be successful.
I reconnected. I genuinely like people and I finally realized I have something to give that doesn’t necessarily have to do with the music industry or being a musician or having a MFA. How can these gifts manifest? Maybe it’s something I never thought of. I let go of what I thought I should be or had to be to feel worthy. I thought, my priorities are: I need to pay my rent, I need to provide for myself and I haven’t been focusing on that. Now I have a few different jobs and I like them. They bring out different parts of my personality. And that’s nice to know. Things have been coming my way. When you’re open, the world gives you answers. Now I feel like the world is reaching out to me. I am also acknowledging now – I have always had this little thing on my shoulder that’s like ‘you’re not there yet. You better keep working’ but it’s like hey – I’ve done a lot of things. I don’t think I really thought that. I just let go…and it was hard. I opened up space so that things could come in. When you’re not making space for things to come because you’re always trying to get and go somewhere…when you can sit and be still….things can happen. All of these opportunities keep coming to me now. And the thing is, is that nothing seems like such a huge deal. It feels like ok yeah, let’s try that out whereas before everything was such a huge deal. Also, not taking yourself so seriously, that’s really important. Hitting that brick wall – it almost took that to build myself back up. At the time you think it’s the worst thing in the world but it’s really beautiful. Sometimes you have to go to the bottom in order to take those baby steps back up.