It became clear even before my feet hit the tarmac at Pearson Airport, Toronto, that this wasn’t going to be a ‘normal’ tour by any stretch of the imagination. It was the first time that I personally was going to Toronto to meet up with friends, colleagues and generally people that I had met only months before in Manchester or years before at Canadian Music Week rather turning up and trying to make friends in a bar, (which is not very difficult in Canada I have to say). This time, however, I was coming as a sponsor which seemed to be opening doors for before I even left and I cannot thank Indie week organizers, Darryl Hurs and Katia Montesano enough for that. Indie Week and Aurovine have been in negotiations for over 2 years and we have been present at 3 of the last 4 Indie week events covering 3 counties on 2 continents but this was the one Darryl wanted me to see.
Aurovine has always been about supporting the artist and doing so in an ethical manner and we look for like minded partners to help carry that fight forward. Everyone talks abut how the industry is changing and how the world is changing but no-one really understands the full gravitas of the situation. But here at Indie Week Canada there was a sense of scale being applied and the Anglo-Canadian relationships unfolding before my eyes was clear for everyone to see and the buzz was infectious.
During the conference section of the week, Indie 101, I met artists from all over North America, industry reps from some of Toronto’s finest organisations but also met people from England who had made the 3500 mile flight as well to see what gold and riches could be found this side of the pond. The gold may not have been literally precious metal but precious all the same for the Canadians were here to meet us, they were here to understand how we Brits think and work and they were here to learn. As were we and the environment was alive with anticipation of what might be.
The evenings were just as mystical. Jumping in cabs to a string of different venues on a nightly basis gave you a tour of the city probably never open to the average tourist it made the city seem smaller somehow the more I realized how big the city of Toronto really was and sights and stories from each night created their own folklore.
This was no more apparent at the launch night on the Tuesday where Aurovine artist Joni Fuller made her first of 5 appearances in front of an industry filled room. The stage was set the lights were perfect and everyone was ready to listen and learn. The parallels of Joni’s journey compared to my own as a representative of Aurovine and the Audiocoin was not to be dismissed and I knew this to be true as the week progressed.
Look out for the next installment of Aurovine at Indie Week.