Like it or not, Labour Day weekend usually signals the winding down of summer activities and anticipation of the fall season. However, for many residents and visitors in the qathet region, Saturday, September 2, and Sunday, September 3, promise to be a music-filled two days at the Sunshine Music Festival, which takes place at Palm Beach Regional Park.
For more than 40 years, the annual two-day event has been offering up a chance to listen and dance to local and international musicians while enjoying what the park and beach have to offer. Traditionally, the gathering is a “folk” music festival, but like most folk-oriented festivals, the definition has widened to include a diverse range of musical acts, while still being grounded in its folk roots.
Sophia Sanford has signed on as artistic director (AD) for five years and will continue to bring in band-oriented performers (people who play live musical instruments) while at the same time digitizing aspects of the job to move the festival into the 21st century.
“Part of my role is ‘tech safe-keeping’ and digitizing this role as artistic director,” said Sanford. “So when I am done with it [finished term as AD] someone can step in and they don't have to go through 40 years of paper [documents].”
The headliner is a big Caribbean ensemble called The Band Destiny, which will close the festival Sunday evening.
“[Music] génères barely exist anymore and I have found all types of artists including: folk artists, country singers, and I’m absolutely excited about up-and-coming Métis-Cree country singer Ashley Ghostkeeper,” said Sanford. “Local indie-pop musician Tyler Bartfai has also recently been added to the music lineup; folks may have heard him play at Laughing Oyster restaurant in Okeover.”
The festival location at Palm Beach is a different experience for most performers visiting the region, many for the first time, according to festival organizers.
“We offer musicians a unique experience here in qathet,” said Sanford. “It’s a way for visiting musicians to connect with nature while they are here; we also feed them amazing locally sourced food.”
Sanford wants to build out a network of places in the region for performers to stay.
“We are always looking for people to host musicians in their homes,” said Sanford. “I’m a real relationship person and I have been working on my relationships and have developed quite a vast network of folks [in the music field].”
The role as artistic director has been an exciting challenge for Sanford, learning the ropes of booking, negotiating and budgeting for the festival.
“As an artist I understand what opportunities and funding there are at this level as a musician,” said Sanford. “I have a home studio and teach music production education with the hope some of the artists will use the space as an [artist] residency.”
Sanford emphasized that the festival is a place to connect people (the audience) to new music and cultures but also have those artists want to come back.
“Many people living in the city [outside qathet region] don't have good access to nature and it's so important for creativity,” said Sanford. “I also see the festival as a great way for emerging artists to get that video footage and experience this place.”
Sanford grew up on Texada Island and experienced Sunshine Music Festival firsthand with family while growing up. She moved to Montreal, then London in the United Kingdom for school, then Vancouver and finally back to the qathet region.
“I moved rural in the last few years but I have been building and connecting with new communities up here,” said Sanford. “It’s an untapped market [music-wise] with a changing demographic in the region and the needs of the community are changing, too.”
Sanford hopes to create more of a connection with bands touring Vancouver Island and internationally to qathet.
“It's quite exciting [as AD] and kind of fun learning about how I can get this international act here, and how I can build out my network and be a part of opening up that [music touring] circuit,” said Sanford.
For more information, go to sunshinemusicfest.ca
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