The Strawberries & Creem Story: From a Cambridge Garden Party to a Sony Music Exit

In this powerful episode of Provocateurs, Sarah sits down with Chris Jammer, the visionary founder of the Strawberries & Creem festival. Chris shares his incredible journey from being a "total misfit" at Cambridge University to building one of the UK’s most culturally significant music festivals and successfully exiting to Sony Music during the height of a global lockdown . We dive deep into the intersection of business, culture, and personal identity. Chris opens up about the "double life" he lived while navigating the music industry, the raw reality of filming a reality TV show while grieving his mother’s passing, and why he is now betting on the future of AI and psychotherapy . This is an essential listen for anyone interested in the grit required to scale a brand, the ethics of emerging tech, and the importance of staying true to oneself in the limelight . Key Takeaways The Cambridge Catalyst: How feeling like an "oddball" in a "dead" university scene led to the creation of a 20,000-capacity festival empire. The Sony Exit: The high-stakes story of signing a life-changing deal with Sony Music on the exact day the UK went into lockdown . Riding Cultural Waves: How Strawberries & Creem stayed ahead of the curve by booking legends like Skepta and Burna Boy before they hit the global charts . Reality TV & Grief: A candid look at the "whirlwind" experience of filming Shipwrecked in Fiji just months after losing his mother . The "Double Life": Chris discusses the three-year journey of hiding his identity in the music industry and the responsibility of becoming a role model . AI & The Future of Events: Why AI is a "scary place" for creativity but a goldmine for operational efficiency in the festival space . Human Connection First: Why Chris is pursuing a degree in psychotherapy to better understand the emotional intelligence required for modern business . Chris Links Follow Chris on Instagram: @chrisjammer Connect on LinkedIn: ChrisJammer Metric Agency: https://www.metr1c.com/ Timestamps [00:01:23] The birth of Strawberries & Creem: From garden party to 500 tickets . [00:04:06] Scaling up: Booking Skepta and doubling the audience annually . [00:07:06] The Sony Deal: Negotiating an exit during a global crisis . [00:14:19] The shifting music landscape: Why booking artists is harder than ever . [00:21:16] From London to Fiji: Filming Shipwrecked while spiraling . [00:29:39] Lessons from loss: How five years of illness taught Chris to live without fear . [00:37:00] The "Double Life": Hiding identity for three years in the industry . [00:46:15] AI efficiencies: How chatbots are replacing junior festival roles . [00:48:45] The Danger of AI Therapy: Why robots shouldn't handle human emotions . Social Links ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.tiktok.com/@provocateurspodcast⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/channel/UCPmCQvMWLaLTayKshPyGOEg⁠⁠⁠⁠⁠⁠ ⁠https://www.instagram.com/sarah.moxom/ ⁠ Host Bio Sarah Moxom is the ultimate powerhouse—an accomplished serial entrepreneur, seasoned investor, and master of navigating the human connection. At just nineteen, she founded her first company, a thriving temporary staffing agency, which she has successfully led for over two decades. With a remarkable ability to blend business acumen with emotional intelligence, Sarah is passionate about exploring the intricate interplay of entrepreneurship, relationship dynamics, people skills, and leadership. Her wealth of experience and sharp insights into human behaviour make her a compelling guide through the challenges of life and business. Whether you’re looking to sharpen your communication skills, build stronger relationships, or take your ventures to the next level, Sarah is here to inspire and empower you every step of the way. ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://sarahmoxom.co.uk/⁠⁠⁠⁠⁠⁠