Edmonton's time to shine as Junos weekend kicks into gear

Edmonton bars, restaurants and hotels are filling up with music lovers as Juno Awards events kick into high gear this weekend. 

"It's great for the economy but also for the ecosystem," says musician Arlo Maverick, born Marlon Wilson. 

The Edmonton hip-hop artist and filmmaker is up and running this weekend.

"The plate is full with a lot of projects," he said.

Maverick will be at as many showcases as he can, networking with music types who've flown in from across the country for the event. He's also working on the rap advisory committee for the Junos and organizing a special brunch. 

"It's basically a celebration of Canadian hip-hop with a focus on Edmonton, featuring previous nominees, award winners and current nominees," says Maverick.

"It's us celebrating our city, us celebrating our province and also just connecting and working with one another," says Maverick. 

But he's quick to give credit to Alberta Music, a non-profit industry organization that's been working behind the scenes to foster local talent, day in and day out, for close to 40 years.

You can see more from the Alberta Hotel — home to CKUA Radio Network and Alberta Music — on this week's edition of Our Edmonton on Saturday at 10 a.m., Sunday at noon and 11 a.m. Monday on CBC TV and CBC Gem.

Maverick says he has benefited from the support system that Alberta Music has offered him — career advice on how to break into other markets, how to connect with festivals, and how to handle the business side of his career.

Carly Klassen, executive director of Alberta Music, is one of three staffers working with artists to get access to grants and showcasing their music locally and internationally.

"We helped Corb Lund, we still have Jann Arden's original membership sign-up form, we've helped Nickelback and Brett Kissel," Klassen says.

Klassen calls the event a great opportunity to have the Canadian industry come to Edmonton at this stage in the pandemic and to see "we're still here and we're going to push through this." 

Klassen says some recovery has taken place but the live music industry still has a long way to go.