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Crosstown Concerts announces new partnership with
Clwb Ifor Bach
Crosstown Concerts announces new partnership with Clwb Ifor Bach — co-producing shows in 2026 and Sŵn Festival from 2027 alongside welcoming Adam Williams.
Cardiff institution Clwb Ifor Bach joins forces with independent promoter Crosstown Concerts — bringing Head of Music Adam Williams on board as National Promoter & Artist Manager, and making Sŵn 2027 a co-production.
Independent live music promoter Crosstown Concerts today announces a major new partnership with Cardiff institution Clwb Ifor Bach — including a co-produced Sŵn Festival from 2027, and the appointment of Clwb’s Adam Williams as a National Promoter & Artist Manager. The partnership deepens Crosstown’s roots in Wales as the company enters its second decade, pairing Clwb’s grassroots curatorial expertise with Crosstown’s national promoting and operational scale.
A new partnership with Clwb Ifor Bach — and a co-produced Sŵn from 2027
Crosstown Concerts is delighted to announce a new partnership with Clwb Ifor Bach, the iconic Cardiff venue and promoter on Womanby Street and home of Wales’ leading new-music festival, Sŵn.
As part of the partnership, Adam Williams — Head of Music at Clwb Ifor Bach and Sŵn Festival, and an established artist manager — joins Crosstown Concerts as a National Promoter & Artist Manager. Williams has spent more than a decade promoting shows at Clwb Ifor Bach and across Cardiff, and brings a deep network within the Welsh and UK independent scenes.
His arrival also expands the Crosstown Management roster: the acts Williams manages — including acclaimed Welsh bands Panic Shack and Slate — join fellow Welsh artists Half Happy and Breichiau Hir under the Crosstown Management umbrella.
The partnership also sees the two companies join forces on Wales’ flagship discovery festival: from 2027, Sŵn Festival becomes a co-production between Clwb Ifor Bach and Crosstown Concerts. Founded in 2007 and run by the Clwb Ifor Bach team since 2018, Sŵn has become a cornerstone of the Cardiff music calendar; the co-production pairs that grassroots curatorial expertise with Crosstown’s national promoting and operational scale.
“Sŵn and Clwb have always been about championing new music and giving artists a stage. Teaming up with Crosstown lets us protect everything that makes the festival special while giving it the resource and reach to grow. It’s an exciting new chapter for Sŵn and for the wider Welsh scene.”
— Guto Brychan, Chief Executive, Clwb Ifor Bach“Ten years in, we’re as excited about the future as we’ve ever been. Adam is one of the most respected promoters and managers working today, and he shares our belief in building scenes for the long term rather than chasing the quick win. Our partnership with Clwb Ifor Bach — culminating in a co-produced Sŵn from 2027 — is exactly the kind of collaboration we want to define our next decade. We couldn’t be happier to welcome Adam and the Clwb team.”
— Conal Dodds, Director, Crosstown Concerts
“I’ve known and worked alongside Adam Williams for more than 15 years, going right back to my early days in the Welsh scene — so bringing him into Crosstown is a genuinely proud moment. Adam is a promoter and manager I’ve long admired, and this partnership is exactly what we’ve been building towards: deeper roots in Wales and a real commitment to new music from the ground up. I couldn’t be more excited about what we’ll do together.”
— Connor Cupples, Business Operations Manager & Promoter, Crosstown Concerts