Published: Wednesday, 2nd December, 2009 5:00pm

Sham Rock to be even better than the real thing

by Sinead Hogan

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Brian Greenan is promising to rock Cavan.

Sham Rock Music Festival in Cavan Equestrian Centre next July 2, 3 and 4 promises nothing less than "our Bono trying to save the world, at a price that won't cost the earth".

Sham Rock is the name Swellan native Brian Greenan has given the event but the tribute acts festival is the antidote to the overpriced concerts that he feels are the real sham.

With the bill including The Fillers, Oasish, Coldplace, Guns2Roses and others, the bands not only have clever names but are considered class acts. The Sunday Times said: "To see Oasish live is as good as seeing the real Oasis, only better." Hotpress described Rattle And Hum as "the finest U2 tribute band on the planet" and Michael Stipe is quoted as saying Stipe: Imitation of REM were "awesome".

Brian (28) aims to nail the concept of value for money rather than rip-off entertainment. Not only does he have the Cavan entrepreneurial spirit and healthy respect for cash, but also a passion for music and hands-on management experience.

Brian, who has lived in Dublin for the past nine years, "got into music" while working in Golden Discs during his student days. Now a full-time manager at Lidl in Dublin's Moore Street, he's aware of providing products at good prices without affecting quality.

"I'd see this festival as recession-friendly," Brian told The Anglo-Celt. "You could go to see U2 and pay €35 for a t-shirt. The more I looked into it, the more I found that it can be done for less." He's giving Sham Rock t-shirts, made for €3.40 each, free with tickets.

Brian goes to about 50 gigs a year including the Glastonbudget Festival in Surrey for tribute act research. He's keen for people to see how good the performers are.

"The performances are top quality. It's a profession for these people, not just something they do at the weekend. I'm not trying to fool anyone, check out their websites."

He believes it's the difference between paying for a label and paying for an equally good product that's not milking a brand-name.

"Also, with a tribute band you're just hearing greatest hits rather than songs you don't know from a new album; they're not trying to sell you anything, they're just there to entertain you."

Weekend tickets from €47.50; shamrockmusicfestival.com.