From Wavemakers to JUNOFest: celebrating the best in Canadian talent in Halifax

Some people may not remember the 2006 JUNO Awards in Halifax. But the event is gearing up to bring hundreds of performers and hours of music to dozens of venues across the city later this month. Allegra Swanson is  the Chair of the 2024 Halifax JUNO Host Committee and is also the Executive Director of Music Nova Scotia. She takes us through the nomination process, the selection of winners, and the special moments that honour the artists we've lost. There’s more in this conversation about Wavemakers and JUNOFest as well as the big award gala hosted by Nelly Furtado and Maestro Fresh Wes. 

Episode Transcript

(00:03):
Been a few years since the Junoscame to Halifax and you're involved, Alegras
Swanson, tell me what your titleis, what your role is in the
big party, the musical fest that'scoming to Halifax. Well, I'm the
chair of the host committee. Here. We have a local organizing committee helping
to support the Juno's team from Torontoas they come in and put on a
great show here. And how didyou get to Halifax? How did you

(00:25):
get to this role? Well,myself, I am from Toronto and I
actually used to work for Keras andthe Juno Awards, and when I moved
out here, it was a permanentmove for my family. I have roots
on Prince overd Island and so wewere looking for a chance to move and
what I refer to as a dreamjob for me became available and I was

(00:47):
thrilled to get it. And sothat's the executive director of Music Nova Scotia
and since then got involved in thebid to bring the Juno's back. And
I was lucky enough to be ina position where having worked for Keras in
the past, it seemed like agood fit. Here we are and tell
me about and not to get toodeep into the process, but the fact
that it is coming to Halifax andthere is usually a competition for what was

(01:08):
the committee like as far as presentingHalifax? How easy was that job or
challenging was that job? Well?I mean as an outsider, Halifax is
just such a welcoming city and weare really well known for our hosting capacity
and so it was amazing to workwith a lot of different partners like Discover
Halifax, you know, HRM,the Province of Nova Scotia, amazing partners

(01:30):
to put Halifax on the map notjust as a destination for music, but
a destination for food, a destinationfor really incredible authentic experiences. And we
have such amazing hosting capacity through ourhotels as well. So I think for
us to look at what are ourmusic venues, what kind of an experience
can we put on for delegates infor what I think the Junos feels like

(01:52):
is a really intimate experience and atmospherefor them coming from last year where they
were in Edmonton and it's, youknow, a much bigger city. So
I think we really have an advantagehere and we put that on paper and
it was amazing to see that conversionto a successful bid and perhaps some of
the memories of the last Juno eventhere in Halifax is lost to some people,

(02:12):
or maybe they just are new toNova Scotia. It seems like a
one night deal, which is theJuno Awards and the awards festivity festivities at
the Scotia Bank Center. But it'sa whole lot of entertainment, a whole
mess of fun and events. Sotell me a little bit about what's leading
into the gala night. Yeah,I think it's a misnomer for a lot
of people, even people in themusic industry. I think feel like,

(02:37):
oh, it's only if you're amember of the Juno's Academy, and that's
really not the case. So notonly do we have an experience for a
local talent and local music industry,but also for the public. So yes,
there is an incredible broadcast at theScotia Bank Center on Sunday and it's
going to be exciting and tickets areavailable for the public for that. But
also we actually tick off the weekwith a big show down at the waterfront

(02:58):
in the Foundation lot right on thewater We're going to have a heated tent
where we're going to have a kickoffconcert that is put on by the host
committee for free for anyone to attend, and so that's a chance to really
get that excitement rolling and start theweek off, and that tent continues throughout
the week. There's show throughout theweek for the public. But in addition,
there's something called Junofest where people canbuy a risk band and go to

(03:21):
see over one hundred different artists andbands at ten venues across the city and
even in Dartmouth as well. Sothose are some of the public aspects,
and then there are a lot ofother really exciting elements for the industry and
public alike, like the Songwriter Circle, you know, an intimate experience to
hear about the stories behind the songs, and that's on the Friday evening and
then on the Saturday there's a galadinner which is at the Convention Center and

(03:44):
that is for the industry, butit's where there are actually thirty five awards
given out for the Junos. SoI think that you know, it really
is so much more than the broadcast, which will be exciting, but beyond
that, there's a legacy element too, which is really exciting. So what
is your job other than telling peoplewhat's coming up? How is your week
or weeks ahead lining up? Whatare you going to be doing well?

(04:08):
I mean it's been like over ayear of work and really exciting work.
I think our job primarily is toensure that when the Junos are coming in,
we as a host committee are consistentlyprioritizing the citizens here in our community,
the musicians here in our community,and also across the Atlantic Region.
You know, there are cities thatcan host the Junos out in the Atlantic
Region and other provinces and we can. So what can we do as a

(04:30):
city to really prioritize artists experience comingto Halifax when the national eye is going
to be on our city. Sofor me personally, I think I'm constantly
putting my foot in there to say, wait, what about Halifax? You
know, what about Nova Scotia.Where are we ensuring that artists are being
prioritized and where are we ensuring thatwe're creating an experience that has you know,

(04:53):
barrier free entry for the public sothat they can enjoy it as well.
So really that's my main role andsomething I'm super passionate about. I
was fortunate to grow up in acommunity a rural community in Nova Scotia where
there was a diversity of musical interestsand it wasn't just one style. This
award celebrate. These awards celebrate allthe musical genres and all the different types

(05:15):
of artists that Canada has. Sowhat is it that we want to say
about diversity and this year's event whenit comes to your role as presenting it,
Well, I think that you know, we have been known when you're
looking at the broad scope of Canada, if you look at the East Coast,
you're thinking, you know, wow, we have an incredible Celtic tradition

(05:35):
and that is so important to whowe are as a city, and we're
going to continue to prioritize and putthat on stages. But there's some other
really exciting genres that Halifax is becomingknown for. One being hip hop.
You know, the hip hop scenehere is really incredible. We have some
amazing artists who have been doing somefantastic work, and not just at that

(05:55):
mid career level, but at theemerging talent level. It's incredible exciting and
the same goes for electronic music anddance music. One of the artists who
we're also super proud is. Wehave quite a few Nova Scotia nominees,
one being Jamila, who is anincredible reggae singer and she's it's her first
time being nominated and here it isin her home city, like what an

(06:18):
amazing thing. Same for Morgan Tonyrich o'coigny has been nominated quite a few
times. There's some other nominees aswell who are just really excited to have
it on home turf. And soour job as the host committee is to
present all of that and one ofthe ways we decided to do that was
for this our wave Maker's brands,so that is sort of the brand of
the host committee. And what wedid was we went to five different cities

(06:41):
in the Atlantic region kind of dolike a talent search to figure out how
can we prioritize some of these diverseemerging talents who might not otherwise get a
chance to be at the Junos.So we have five winners from across the
region who we're all bringing here,putting on stages at Juno Fest and giving
them a chance to experience this andthat is naturally like a fan vote,

(07:01):
judge vote, live in person.We have an incredibly diverse group of genres,
people from across the region, andwe're really excited to see them on
stage. Am I putting it onthe spot asking who the five are?
No, not at all. Sowe have Maggie Andrew from Halifax, we
have Jos Rayome from PI City,Natives from Fredericton, New Brunswick, we
have Quote the Raven who is fromSaint John's in Newfoundland, and the fifth

(07:25):
is Elice Aaron in Cape Brenn.And as you say, there's a component
of a fan appreciation or support throughout. So where will people see this logo?
Where will this show up? Isthis something that people are going to
recognize? Yeah, we're really hoping. So it's helping us kind of delineate
a bit of behind the scenes worldof what is a host committee event,

(07:46):
what is a proper Junos event?To show that we've been using this branding
as the lead up for a longtime. We've been taking the Juno statuette
out to a lot of different events. People can hold it and kind of
feel it and get excited about feelinglike that statuette that they've held is actually
going to be presented from our mayorto the Vancouver Mayor on the night of
the broadcast, and hundreds of peoplehave held that and so it's that exact

(08:09):
one. So that's something that theWavemaker's brand has done. And also we're
hoping that this can be a legacymoving forward. So how that takes shape,
we're not sure yet. You know, we've done an incredible mentorship program
that we're hoping might continue. We'realso looking at how that can show up
in exciting concert weekends and partnership withHRM throughout the summer in the fall.

(08:30):
So we really hope that people willsee that, yes, this came from
the Junos, but it was morethan the Junos, and that's how we're
using it to track that advancement inour music industry. I understand you grew
up with parents who were in thearts and that's part of what your background
has been throughout. Can you explainwhy music should matter to people? Well,

(08:50):
it's such a great question. Ithink that we all take it for
granted a lot. You know,for me, I know that, yes,
music was part of my life bringup. My parents met at the
Charlottown Festival and so you know,in of Green Gables, it's the soundtrack
of my childhood. As well asa lot of classical music. But where
we're seeing music disappear from schools,we're also seeing a lot of parents and

(09:13):
a lot of families forgetting that musicis an option for an area of a
career. So you're getting fewer applicationsinto universities for people choosing the industry.
And I think it's really important tokeep music at the center of who we
are, not just as a pleasurefor us to listen to and engage with,
but an option for a career becausewe are so well known for our

(09:35):
music here and one of the thingsthat we're attempting to do as the host
committee is having those internships and mentorshipsto be able to ensure that people understand
what career options could be available tothem so that they can choose music and
continue to pick the industry and liveand work and continue to support the music
in this region. The art stillcan be subjective. Tell me why it's
important to recognize and award artists fortheir w work. Well, I think

(10:01):
that there are so many artists whoyou'll see nominated who a lot of people
have not heard of before. Andwhen there's a sea of music at all
times, the tiniest thing that anartist can take to say this is why
you should listen to me today.Is a chance for them to appear on
the radio, is a chance forthem to put themselves a bit higher than

(10:22):
a different act in a grants application, and that can make the difference for
just slowly propelling them bit by bit. So you know, I think from
an award show perspective, if thisis a chance for them to stand up,
be recognized in front of their peers, feel compelled and feel that passion
to work harder and do more andsupport the exciting things that other artists are
doing. I think it's really important. You're going to get to hang out

(10:43):
with the Nelly Furtado. Oh man, I hope so, wouldn't that be
fine? Yeah? I think that'sone of the great things. And Maestro,
Yeah, who knows who we're goingto bump into? Like, this
is a small city and I thinkyou know, these artists are going to
need to eat, they're going toneed to go from venue to venue.
So we're really encouraging people to sortof take it all in and you know,
bop around town and see who they'regoing to bump into. All right,

(11:05):
leg You've got a background that hastouched on some of the insider things.
So I'm going to ask a fewvery specific questions. Hopefully you can
have some answers for us. Sohow does someone become nominated for a Juno?
Well, it's a great question.If an artist is interested in applying
to be nominated for a Juno,they can apply. There is a fee

(11:26):
for entry, but you don't haveto have, you know, any sort
of status in the industry. Youcan apply. And I think one of
the things you know when I workedat the Juno's that's important to remember is
there is a jury who's reviewing everysingle submission that comes in. So even
if you don't make a nomination,your music is being heard by a ton
of people, and I think thatthat could be a first start for a

(11:46):
lot of people. And who picksthe winners? How do they choose?
So each jury has each category hasits own jury, so there are ten
people per category. They change everyyear, hundreds of jurors, and so
this is completely unbiased. Keros hasabsolutely no say in it, and you
know, for for better or worse, it's out of their hands. And
so they just wait like we doto see who the winners are and if

(12:09):
it's an more than just one artistin a group, do they each get
their own Juno? That's a greatquestion. I think it depends on the
regulations. I would have to saythat's a question for them, but I
know you can we certainly when Iused to manage a classical record label and
one year we had a composer whosemusic was exclusively featured and the artist won

(12:31):
the Juno and he said, I'dreally like one too, and they said,
no problem, there's a fee,but you know, you get one
on your shelf for the work thatyou've done. Awesome, and in memoriam.
I know there have been artists whohave passed, and I'm curious is
have you had any conversation about whomight be recognized and how that's going to
look to remember those artists who havebeen so important to so many people in
this province over the last number ofyears or decades. Yeah, certainly.

(12:54):
So. There is a really specialmoment at the opening night awards. And
while that's an exclusively industry event thatis broadcast for anybody to watch, so
in that award show on the Saturdaynight, there is a moment that is
an in memoriam segment and it's usuallyone of the most touching and special moments

(13:15):
of the whole show. And Ido know that we're going to see a
lot of those artists who we havelost in the past. You reconie then.
And additionally there's going to be aspecial moment on the broadcast that's been
announced to do an in memoriam segmentas well. Right just before we wrap
up, I know we've touched ona lot of information. Where can people
find out more about Genofaest, Wherecan they find out more about what is
happening with free concerts? Where shouldwe point them? Great? So JUNO

(13:39):
Awards dot CAA has all the informationon ticketing. Guenofest Risk bands still available.
Incredible price of fifty dollars plus taxesand fees to have two nights of
music and go where you like.It's going to be exciting. It's fabulous
way to discover new talent. Alsois the tickets for the block party.
They will be available and that iswhat that event is called the tent down

(14:00):
by the Waterfront, free event aswe mentioned for the Thursday night and ticketed
for the Friday and Saturday, andthat is available Juno Awards dot CA.
But for our Juno updates from theHost Committee Instagram, Halifax JNOS is the
place to be absolutely exciting event comingup. I know I bought my tickets
when they came out for sales,so I'll be there in the crowd,

(14:20):
cheering everybody on and looking forward tothis event. Is there anything else that
you want people to know that wedidn't talk about. I think that's a
great question, because really, whenit comes down to it, I want
people to understand that our job,as I said at the Host Committee,
is to make sure that Halifax canturn out and feel like they are part
of the genos too. So evenif you're not going to the broadcast,

(14:41):
they're going to be exciting things foryou to experience. Bars and restaurants,
even in the lead up, aregetting support from the Downtown Halifax Business Commission
to do live music pop ups.So really, wherever you go that week,
there's going to be music. Andthen after the Guno's leave, there's
still going to be music. Youknow, my role at Music Nova Scotia
is to ensure that we keep thisenergy rolling and I hope we continue to

(15:01):
do that. Well, I knowI won't go home with a Juno,
but I'll go home with Juno memories, just like the Host Committee and yourself.
Legris Wonson, thank you, thankyou so much,