Born out of a music legacy initiative tied to hosting the Junos in 2009, Music Calgary was established to cultivate and platform artists within the city. Since then, it has carried this mandate forward through various avenues including the SoundOff Summit, designed to propel the careers of emerging artists through advocacy, support, and networking. Colleen Krueger, managing director of Music Calgary, explains that the symposium’s purpose is to give artists a chance to make real industry connections. “SoundOff Summit brings the conference to the artists,” she says. “Our resources are better used to bring industry to the city, showcasing more artists and giving them the same level of experience with delegates you might meet at festivals like South by Southwest.”

The event’s format is designed for maximum impact. Unlike larger, more sprawling conferences, SoundOff is small, streamlined, and focused, giving artists and delegates ample opportunity to meet face-to-face over the course of three days. A degree of mutual attraction makes things work for all parties, as many music industry contingents eagerly make the trek to Western Canada to take in the experience. “A lot of delegates love seeing new markets and meeting emerging artists looking for teams.” says Krueger, “You never know who you’ll meet or what might spark when you see something live or meet someone in person. They’re excited to come to Calgary, experience the city, and participate in everything.”

Music Calgary director, Colleen Krueger

Robust programming offers real-world, invaluable industry guidance from professionals, but it also promises a worthwhile, homegrown display of talent across several institutional venues. 

“It’s about putting the right shows in the right spaces,” Krueger notes, underscoring the careful curation that goes into each showcase. Daytime sessions are devoted to skill-building and knowledge-sharing, with panels and workshops on everything from grant writing and label meetings to stage-plotting and negotiating skills. It’s the kind of practical support that many emerging artists need in order to take the next step in their careers.

What sets the SoundOff Summit apart is its commitment to making music business opportunities accessible, especially for artists who might not otherwise have the resources to attend international conferences. Krueger sees it as a “hometown advantage” for Calgary’s underground music community. The artists don’t have to contend with the travel and accommodation costs typically associated with high-level networking events, yet they gain access to key industry players from places like New York, Montreal, Tokyo, and beyond. “You don’t meet Yuya Saito from Moorworks Japan every day,” Krueger says, adding that these connections can open doors to opportunities like touring and label deals.

The event’s success stories speak for themselves. Reuben and the Dark signed with Arts & Crafts Records following an artist showcase several years ago, while Calgary’s own Cartel Madras landed with the prominent Seattle label Sub Pop shortly after playing in front of industry brass. Over the years, the SoundOff Summit series has helped local artists gain valuable contacts and festival bookings that might have been otherwise elusive, without sacrificing the organic spontaneity that creative industries are built on. 

While Krueger draws inspiration from larger events like South by Southwest and POP Montreal, she notes that the SoundOff Summit maintains a unique local focus, harboring an intimate environment where real connections can flourish. “Unlike massive international conferences that can be overwhelming, SoundOff allows genuine artist-industry connections,” she says. Feedback from industry delegates has been overwhelmingly positive, praising the quality of artists and the authenticity of the city’s venues.

As Calgary’s music scene continues to grow, Krueger envisions a future where local artists can sustain careers in their hometown instead of relocating. Despite an influx of new artists post-COVID, quality remains a top priority for curating the Summit’s showcases. 

Artists, industry delegates, and public attendees can access four live showcases alongside a packed three-day conference schedule, rounding off another prosperous weekend for Calgary’s music community. 

SoundOff Summit runs from November 14-16 at various venues throughout the city

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RANGE Magazine is a proud media partner of this annual event.