Work put in with little return? Vancouver’s local musicians look to the community for support
By Keely Rammage-Scott
A crack of static echoes through the room as the musician plugs in his guitar. Blinding yellow lights bring the stage to light and the frontman steps forward to the microphone as he awaits the roar of the crowd. Only silence follows.
Vancouver’s music scene holds a very specific reputation that can be described by local artists with one word: Difficult. Artists spend weeks on end promoting just one show using all the different tools necessary to do so in this day and age. Among those tools are social media, word of mouth, advertising, networking, and different streaming services like Spotify, Apple Music and TIDAL. Even when an artist devotes all their time and energy into using whatever is at their disposal to encourage members of the local community to come to their show, it is a gamble on whether or not they will be presented with a crowded dance floor, or a couple patches of people here and there.
Are big cities just for big parties? Alex Frizzell, self-branded as AVFmusic is a session musician and producer in Vancouver with both studio and live performance experience. Frizzell sees Vancouver as what it is: a big city with a big attitude. “When I have ventured into the live scene at smaller acoustic gigs or open mics and charity events, I’ve noticed really low turnouts. Especially when compared to what raves in this city pull,” says Frizzell. The people prefer the larger-than-life cultural experience. They pay big money to listen to remixes of familiar songs. They could pay a fraction of the price by visiting one of many bars or coffee shops in Vancouver to support local talent, but unfortunately, people looking to attend events tend to gravitate towards the crowds.
None of this is to say that the local music scene has no support. Local musicians agree that other artists tend to be the most supportive audiences. Ryan Rhys, lead vocalist of Threat Level Midnight is one. “Other artists were super supportive and encouraging, and it gave us the confidence we needed to play our hearts out!” says Rhys.
Most artists in Vancouver agree that venue and atmosphere can have a huge impact on the overall experience of a show. All-ages shows are few and far between in Vancouver. The scene is full of supportive, younger show-goers that are unable to find opportunities to support their favourite local artists due to age restrictions. Most Vancouver music venues are bars and clubs, strictly nineteen plus. Anyone underage is therefore prohibited from attending these shows.
It has not always been this way. Derya Whaley-Kalaora has been going to shows for five years and has seen many different venues and crowds both as a show-goer and a performer in her diverse range of musical projects. Whaley-Kalaora remembers some of Vancouver’s most coveted all-ages venues and the shows that ran at them not even a year ago.
“The Vancouver scene is in crisis with many of the local venues going under, so people who really care about the local scene and work hard to keep it alive are vital,” she says. “One particularly wonderful experience I have had performing was at a venue that has now been shut down called Stylus Records. My old band Mind Offline was playing one of our first shows there and suddenly the power went out as we were playing a cover of “I’m not Yours Anymore” by Angus and Julia Stone. The crowd at Stylus was always so wonderful, and as this happened, they began to sing along to the song with us and wave their phone flashlights. This was a heartwarming experience for us because we’d just started playing together and having the support of so many people in such an intimate environment was absolutely lovely.”
Vancouver artists such as Whaley-Kalaora believe in the importance of all-ages, accessible music venues for all members of the community. Aly Laube is the associate director of Cushy Entertainment, a Vancouver-based production company focused on holding inclusive and accessible events. Cushy has been one of few companies in Vancouver focused on hosting all ages events. “As a promoter, I’ve had great luck with crowds,” says Laube.
Laube has built Cushy from her experience as a younger live music-goer. “I was a kid when I started getting into the music scene and it made me who I am. It saved me from getting in trouble and gave me inspiration,” she says. Laube cannot remember the last time she hosted a nineteen plus event with Cushy. She hopes to provide today’s youth with the same opportunities to see live music as she had when she was younger.
Laube also brings an inclusive attitude to Vancouver’s music scene. “The one thing [the scene] didn’t give me was a sense of representation of women, particularly women of colour, on stages. When I eventually got older and confident enough to help make that happen by joining bands and now by leading Cushy, I knew I wanted to be part of making sure young marginalized people had access to a space that felt open and there for them!”
While audience and venue have been known to make live shows memorable and heartwarming experiences for artists, local musicians are faced with the unfortunate task of navigating the digital world of the twenty-first century. Local bands are unlikely to be booked for shows without some sort of online presence. “It’s hard but necessary,” says Laube. “Facebook is needed for event pages. Instagram is needed for spreading the word. Stories are useful for getting eyes on your content. Websites show you’re professional. Social media is the best tool for getting your brand out there these days, and image matters more now than ever.”
Different artists face different struggles with social media. It is a grind to be seen. While social media and streaming platforms are the greatest tools out there today for providing artists with opportunity, it is also difficult for just one small scale artist to be seen among online algorithms. “the [Instagram] algorithm is evil and heavily prioritizes people who pay to sponsor their content” says Whaley-Kalaora. Despite this, she and others still believe that social media is a vital tool to artists.
“Social media is the primary way that our shows are promoted,” says Harvey. “While posters in local businesses and word of mouth are great, social media allows us to get the word out faster and more efficiently.” Laube says that streaming platforms provide a similar accessibility and are equally necessary. “If you’re not on the streaming platforms available to listeners, how will they find you?” she asks. Streaming platforms are her main resource for finding new music as a promoter in Vancouver.
As do many other tools, streaming platforms also have downfalls for local artists. Whaley-Kalaora says that streaming platforms tend to show music from more well-known artists on main pages. “You can find local artists that are not well known if you search for them, but it is hard to have people stumble upon your music unless you get on the right playlists.”
The amount of labour that is put into a local artist’s social media or accessible music is immense in comparison to what they get back in return. Artists in Vancouver have seen this struggle firsthand. Both require a huge investment, both in time and funds. “There is really no money to be made doing [social media], you’re hoping it’s an investment that will see returns with higher live turnout that doesn’t really exist in Vancouver unless you fit into the narrow niches that have some popularity,” says Frizzell, who has been to shows of all different genres in the city.
Returns from streaming platforms have been a globally debated topic in the last number of years. “[Streaming services] don’t compensate artists nearly enough. This makes it very hard for people to seriously consider a career in music and gain monetarily from it,” says Whaley-Kalaora. She has music on different platforms under her past and present projects.
Local artists rely heavily on public support in order to continue doing what they love. Their success and livelihoods depend on show-goers and users of streaming platforms. All artists agree that one of the most important things you can do to support the local scene is to get as involved as you can. “Go to shows! Pay cover! Buy local music and merchandise!” says Laube.
Whaley-Kalaora believes that even liking and sharing a local artist’s post on social media can be a huge help if you are not financially able to buy tickets to shows or merchandise. “We all depend on each other and the few local art spaces we have left, like Avant-Garden; get out there and volunteer, share in community, and support each other’s art. Bring your friends from work, school, bring your mom, bring your date. Local events are such a wonderful and cheap way to enjoy weekends (and weeks) and there’s always tons going on.”
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