Ewan McVicar: Working classes are being 'priced out' of culture

BBC News

25-04-2025

When Ewan McVicar was a a teenager, he would spend what money he had going to clubs while dreaming of becoming a superstar DJ.But, having realised his ambition, he fears the next generation of working class kids are being priced out of Scottish culture.The 31-year-old, who brings his Pavilion festival back to his native Ayr over the first weekend in May, is concerned the rising cost of going to gigs or clubs will stop people being energised by music.McVicar told BBC Scotland News he often felt alienated at industry events because they are dominated by people from affluent backgrounds.
McVivar was working in a cold storage warehouse when his cover of Rufus track Tell Me Something Good cracked the Top 20 in the UK charts.It went on to be downloaded more than 83m times.He previously spent years training to be a teacher, before deciding to to pursue his passion for music.The DJ traces this back to watching rave documentaries as a teenager and going to nights at Glasgow's legendary Sub Club venue.Being able to spend a few pounds and take in music is something that is increasingly rare, with major concerts often costing three figures, aided by controversial dynamic pricing systems - where the cost can increase if demand is high. "Going to clubs and gigs changed my life," he says."I ended up working at the Sub Club so I could see my favourites for free, and before that I'd spend a fiver going to see any DJ - that inspired me. "If I couldn't afford to do that, then none of this would ever have happened. "If you look deeper, that's where my story started – going to see a DJ or a band can change your life."
McVicar's father died before he was born and, growing up in Ayr, he had to work hard for everything.He believes the current state of play will squeeze out people from ever getting into the music industry."Working class people getting priced out of things is getting worse and worse," he says."I know what it is like to be skint. About five years ago I was living off my overdraft. "If you look at football, working class people are being priced out of going to games and that's true in music too. "Look at the Brit Awards, nearly all the winners were privately educated apart from Sam Fender. "I feel quite alienated at these events where you'll ask someone how they got into there to perform and they'll say it's because their dad did this and that."I worked my buns off to get where I am."
That attitude is why the Pavilion festival - named after a famed Ayrshire club night in the 90s - is so important to him.He launched the event two years ago, having long wanted to make use of the Low Green area near the beach in the town. More than 7,000 people attended each day of the festival.And this year he has expanded it to three days, with the first day on 2 May presenting bands including James and Starsailor.McVicar will play the middle day of the festival alongside an array of other DJ's, including Annie Mac and Ben Hemsley.And he is excited about the final day when Madchester pioneers the Happy Mondays top the bill. "Pavilion in the 90s was predominantly a rock club, where STREETrave [veteran Ayrshire promoters] happened to do dance events. "So I always kinda wanted to get bands into the festival."It's mental. If you said before the festival started that the Happy Mondays would be playing on the Low Green, then you'd be like 'aye, sure'."
McVicar says there was plenty of scepticism surrounding his plans to hold events in Ayr, but also local support as well.It now has the backing of South Ayrshire Council, who previously stated the weekend bash gave a "massive" financial boost to the area.However there is one supporter of the event far more important than anyone else - his baby son Mac, who arrived in December."I've been back on tour the past couple of months and it gives me more of a purpose than ever," he smiles. "I was scared in a way because my whole life has always revolved around music and now I have even more of a reason to do bigger and better things. It's for him. "When I get home from tour the best thing ever is just seeing him smiling."You've done three flights but you see him and exhaustion just goes away."
'It feels crazy to be doing stuff this big'
He admits the past year has seen some big changes, like Mac's arrival and buying his first home with fiancée Aimei Melvin. McVicar's life has changed musically too - he broke up with his management last year, having felt they didn't understand what he wanted from his career. Now, having performed in Japan and Korea, he has booked an American tour and also hopes to release new music."I definitely pinch myself," he says."It feels crazy to be doing stuff this big. There's a Scottish thing of being hard on yourself, and sometimes I don't give myself a pat on the back. "You see other artists and they're so confident, it almost verges on arrogance. "Maybe it would be easier to be like that - but I suppose it makes me who I am."