Music makers and dreamers of dreams
Ventura Music Week puts the spotlight on the value of live music
By Michel Cicero 04/28/2011
Not too long ago, it seemed the local music scene was the red-headed stepchild of the arts in Ventura. Despite the quantity and quality of original music made here, the big push, in terms of promotion and financial support, seemed always to go its brothers and sisters in the fine arts. When Ventura began shaping its identity as a destination around visual art, local musicians and music promoters were left in the lurch except for scant opportunities to piggyback on art events. It seems the tide is turning, and the first tangible evidence of the city of Ventura’s new embrace of local music is Ventura Music Week, which began Wednesday and runs through Sunday, May 1.
A restructuring of City Hall last year led its cultural division in a more economics-driven direction, which ultimately expanded its awareness of local music as a revenue resource. In these recessionary times, being valued for your potential to draw money isn’t such a bad thing, especially as a means to increased visibility. Though many artists — musical and otherwise — prefer not to have their talent monetized, it has become somewhat necessary as everyone struggles to survive, let alone succeed.
In order to establish communication with the music community, and ideally work toward a mutually beneficial relationship, the city of Ventura’s community development department hosted a casual meeting earlier this year with various people involved in local music. Though a handful of ideas were tossed around, the one the city moved forward with — and quickly — was Music Week.
“The idea of doing something to promote local venues, and really get the audiences for local music engaged, was a goal,” said City of Ventura Creative Economy Specialist, Eric Wallner. “We want to do a better job of supporting [local music] as a viable economic force.”
Originally conceived as more of a promotional campaign for what already exists (music performed live in bars and restaurants every night of the week) then a unique event, good timing and involvement from local promoter Brian Parra have helped expand the festivities into something a little meatier. Music Week runs concurrent with the Rubicon Theatre Company’s production of Lonesome Traveler, a musical stage homage to the folk movement, starring local musicians B Willing James and Justine Bennett, and the Ventura Music Festival, an annual showcase of world-class music in the classical and jazz traditions. Along with Parra’s all-ages, outdoor Local Rock Picnic on Saturday and the 100-plus musical acts performing in various venues throughout Ventura, Music Week is beginning to look like a well-organized festival.
“The city has much to gain by embracing local music,” said Parra. “Music brings people out, it drives food and beverage sales, it makes every event better.” In short order, Parra deftly organized the free outdoor picnic to fill an all-ages gap in the Music Week calendar, and the response has been off the chain. “I could have booked five Local Rock Picnics based on the number of bands who asked to get on it,” he said. But as excited as everyone is about the picnic, Parra says he can’t overemphasize how crucial turnout is. “I need everyone to show up,” he said. “Every dollar that is spent on this, and every drop of sweat given, will come from a local business, organization or individual that thinks that local all-ages rock is a worthwhile idea, that it either improves this community or is good for their business.”
No matter the outcome, most everyone involved with local music agrees that the exposure certainly can’t hurt. “It’s all great that they’re finally realizing that the musicians are part of the local economy,” said producer and guitarist Armand Anthony. Promoter and photographer Michael McGrath of VCSound echoes the sentiment. “Definitely anything that will bring attention is beneficial.”
The ad campaign for Ventura Music Week urges people to “Turn off the TV and the computer, get off the couch and explore Ventura’s thriving local music scene!” While it may imply that music fans are lazy, it’s actually no secret among those involved in entertainment that getting people out of the house in these parts seems to require prayer, magic spells and planetary alignment.
“These days entertainment audiences have literally hundreds of entertainment options every day, and most of them involve sitting on your butt in front of a screen,” said Parra. Organizers of Music Week and the myriad new and returning events happening this summer, including Indie West Music Fest, Ventura Folk Festival and Johnny Cash Festival, are banking on a cultural shift, hoping people are ready to interact face to face once again and share the stoke that is unique to community engaged in artistic expression. And if there is one thing that defines this town other than its landscape, it’s creativity and community spirit.
Ventura Music Week continues Thursday, April 28, through Sunday, May 1, at participating venues throughout the city of Ventura. The free, all-ages Local Rock Picnic will be held at Plaza Park in Downtown Ventura on Saturday, April 30, from 11 a.m. to 7 p.m. For more information and a complete itinerary, visit www.venturamusicweek.com. For VCReporter’s daily Music Week picks, add us on Facebook or sign up for our newsletter at www.vcreporter.com.
michel@vcreporter.com
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