Toms River's Chris Rockwell is a poet (Asbury Park's 2010 Poet Laureate) and hip-hop artist who currently fronts Chris Rockwell and The Stickball Social Club. He's not just a performer, though. Rockwell has is own clothing line, Karma Cartel; and he hosts an open mic night at Toms River's Revolutionary Lounge every Tuesday night. Rockwell, along with Eric McGrath, is also one of the organizers of this weekend's LiveStock, a cultural event highlighting Monmouth and Ocean County musicians, artists, food, and small businesses at the McGrath Family's Legacy Ranch in Howell.
In addition to art, food, and Zebro, the free event features more than 15 of our area's most talented bands -- from Rockwell's own Stickball Social Club to the raw emotion of Moon Motel to the neo-country of Harper's Fellow to the genre-spanning sound of Accidental Seabirds to the down and dirty rock and roll of The Battery Electric. Chris Rockwell was kind enough to answer a few questions for us about how the event came together, why he thinks our area needed something like this, and what visitors can expect from LiveStock.
Can you talk a little bit about how LiveStock came to be? Why did you and Eric McGrath feel something like this was important for the area?
I host an open mic at Revolutionary Lounge in Toms River. In the summer, July specifically, we were getting 120-150 people on Tuesday nights, plus we had shows on the weekends too. Eric wandered into the open mic one summer night and he saw the talent, felt the electricity, and recognized the potential. So he called me up one day and told me about an idea he had for a fall revival. I told him not to do that, because there wasn't enough time to plan and promote something of that magnitude. When I told him that, I don't think he wanted to hear it, but he knew I was right. So we started planning for spring.
How do you see LiveStock as being different from some of the music festivals or other events that have attempted to bring local talent together in the past? What went into the decision not to charge admission to LiveStock?
We have live visual artists on stage; we have greyhounds for adoption; we have poetry; we purposely stayed away from corporate sponsorship; we are having a drum circle at the end of the night; and we have Zebro, our faithful zebra mascot whom I chill with on the regular. Name another festival that has half of those things going on. LiveStock is not a festival. It is a total cultural event. And why is it free? Because we want people to show up more than we want money.
How long did it take, after the initial idea, for the event to come together? Did you find that bands, artists, and vendors were really looking for something like this?
I think the entire lineup was booked in under a week. I just reached out, sent texts, made phone calls, and told everyone about it. It wasn't a hard sell. Every band was hand picked, and there was no submission process. This is what everyone in our area craves. Eric was right when he said that we needed it. This community is rich with soul.
Over 15 local bands. Artists. Food. Vendors. Have you ever organized something of this scale before? How has the experience been for you?
I've had the extreme privilege of working with the amazing Michelle Leonard on Soulsational, which takes place every July, which I'm moving right on to after LiveStock is over. They're expecting over 5,000 attendees this year. I've been organizing events for years, because I'm a hip-hop and spoken word artist in an area dominated by folk, indie, and rock. If I didn't make my own opportunities, I don't think I'd have gotten them. My clothing line, Karma Cartel, organized Karmageddon in 2012, which featured music, live art, and a pop-up shop of our new line at the time, but that was smaller. This is probably the biggest undertaking I've been at the helm of, but it wasn't too bad. With an idea as good as Eric's, it wasn't very difficult to get it going. I've been working around the clock with no days off, but I know it'll pay off. It already has.
Legacy Ranch will be fully operational during LiveStock with its petting zoo, horse and pony rides. Was it a conscious decision to attract families to the event? Why did you see that as important?
Trying to pull off LiveStock at Legacy Ranch without keeping it family friendly would be like trying to play in the NBA with one hand tied behind your back. Legacy Ranch is gorgeous, as is every animal in it. They rescue animals all the time. People need to see this. We've got all small businesses and local vendors there, and they should make as much money as possible. As big as LiveStock is turning out to be, we are trying to keep it small. We want local artists and independent businesses to succeed, and it's tough. A free, family event is the best way to get the message of their presence to as many people as possible. Support local. Grow the community. That's our philosophy.
What can people expect when they enter the grounds?
On the way in, they're going to sign an acknowledgement form saying they're going to behave themselves responsibly around the animals. Once inside the gates, there will be a giant barn arena, housing the stage and sound [ed: Sound will be provided by another local business, Toms River's Ugly Door Studios.], surrounded by local vendors selling everything from clothing and jewelry to chainsaw carved sculptures and handmade soap. There's going to be food, ranging from hot dogs and fried pickles, to shaved ice, to vegan friendly eats. There's going to be a zombie graveyard archery range and a zebra. It's going to get real.
What, in your mind, would make LiveStock a success? What would you like to see come out of it?
LiveStock will be a success if we get a big crowd and all the bands get exposure in their community. When I was hanging up the posters, I was hearing a lot that nobody had heard of any of the bands. We need to change that. These are accomplished and award-winning musicians. Everybody needs to be aware of the incredible talent they walk among every single day. If all the bands sell lots of merch, and all the small businesses make money, and everybody has a phenomenal time, and we keep everyone safe, then it's a success.
LiveStock takes place at Howell's Legacy Ranch on Saturday, May 10th, starting at 11am. It's an All-Ages event and admission is FREE.
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