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Calgary Herald
03-07-2025
- Entertainment
- Calgary Herald
How Bluesfest became "polyjamorous"
Article content As you may recall, the Sting show was a huge success and a significant turning point. It not only demonstrated that organizers could handle a major international act but also paved the way for a contingent of top-tier acts to appear in subsequent years. Corporate sponsorship increased and attendance grew. Article content Article content Over the years, the stable of superstars booked at the festival expanded to include rapper Kanye West, rockers White Stripes, pop diva Lady Gaga, electro maestro Skrillex, hip-hop mogul Snoop Dogg, hard-rockers KISS and many more. Attendance swelled to 20,000-plus each night. Article content Early in this multi-genre programming approach, festival boss Mark Monahan realized the pop acts sold a level of tickets that helped subsidize the blues content. Article content 'I'm going to do what I have to do to ensure that I can get the blues acts that I want,' Monahan said in a 2003 interview. 'Without the more mainstream, big shows, we would never be at the point where our entertainment budget is at $1.4 million. The big acts make that happen because, realistically, the pure blues audience just isn't big enough to provide that sort of monetary base.' Article content Article content If you ask him now why the organization has kept the Bluesfest name, he will outline the importance of maintaining a widely recognized and highly regarded 31-year-old brand. Article content 'I think we're resigned to the fact that it's 31 years now and and even if it's another 31 years it'll still be a topic of discussion,' Monahan said. 'But yeah, I do think the debate helps promote the festival.' Article content Fair enough, I say. But there are still people like Dalton Holloway, a public servant with a marketing background, who submitted a letter to the editor of the Ottawa Citizen earlier this year, describing the Bluesfest moniker as 'grossly misleading.' Article content 'I think we owe it to the artists, visitors and ourselves to have a moment of honesty,' Holloway wrote. 'It's time to rebrand Ottawa's biggest festival. A name that fully encompasses the diversity of artists and talent that serenades this city.' Article content Article content He didn't have a suggestion, so I dug up a 2024 Reddit thread on the topic in hopes of finding some ideas. The only one I saw was the unimaginative General Music Fest. Yawn. Article content This brings us back to the polyjamorous descriptor. I like it because it reflects how most people listen to music these days. Thanks to the prevalence of streaming services, music fans can check out any style that strikes our fancy at any time. Article content It's a far cry from the pre-Internet age when identities were defined and friendships forged through the type of music one sought out and listened to, whether it was metal or punk or new wave or blues or rock. Friend groups tended to form around specific musical tastes and stick together. (For the record, I was in the blues crowd in high school.)
Ottawa Citizen
03-07-2025
- Entertainment
- Ottawa Citizen
How Bluesfest became "polyjamorous"
Article content As you may recall, the Sting show was a huge success and a significant turning point. It not only demonstrated that organizers could handle a major international act but also paved the way for a contingent of top-tier acts to appear in subsequent years. Corporate sponsorship increased and attendance grew. Article content Over the years, the stable of superstars booked at the festival expanded to include rapper Kanye West, rockers White Stripes, pop diva Lady Gaga, electro maestro Skrillex, hip-hop mogul Snoop Dogg, hard-rockers KISS and many more. Attendance swelled to 20,000-plus each night. Article content Early in this multi-genre programming approach, festival boss Mark Monahan realized the pop acts sold a level of tickets that helped subsidize the blues content. Article content 'I'm going to do what I have to do to ensure that I can get the blues acts that I want,' Monahan said in a 2003 interview. 'Without the more mainstream, big shows, we would never be at the point where our entertainment budget is at $1.4 million. The big acts make that happen because, realistically, the pure blues audience just isn't big enough to provide that sort of monetary base.' Article content Article content If you ask him now why the organization has kept the Bluesfest name, he will outline the importance of maintaining a widely recognized and highly regarded 31-year-old brand. Article content 'I think we're resigned to the fact that it's 31 years now and and even if it's another 31 years it'll still be a topic of discussion,' Monahan said. 'But yeah, I do think the debate helps promote the festival.' Article content Fair enough, I say. But there are still people like Dalton Holloway, a public servant with a marketing background, who submitted a letter to the editor of the Ottawa Citizen earlier this year, describing the Bluesfest moniker as 'grossly misleading.' Article content 'I think we owe it to the artists, visitors and ourselves to have a moment of honesty,' Holloway wrote. 'It's time to rebrand Ottawa's biggest festival. A name that fully encompasses the diversity of artists and talent that serenades this city.' Article content Article content He didn't have a suggestion, so I dug up a 2024 Reddit thread on the topic in hopes of finding some ideas. The only one I saw was the unimaginative General Music Fest. Yawn. Article content This brings us back to the polyjamorous descriptor. I like it because it reflects how most people listen to music these days. Thanks to the prevalence of streaming services, music fans can check out any style that strikes our fancy at any time. Article content It's a far cry from the pre-Internet age when identities were defined and friendships forged through the type of music one sought out and listened to, whether it was metal or punk or new wave or blues or rock. Friend groups tended to form around specific musical tastes and stick together. (For the record, I was in the blues crowd in high school.)
