I often joke with my friends about living in Dartmouth, the city across the harbour from Halifax in Nova Scotia. I say that I live in Brooklyn; just a bridge away from where everything happens but I can’t afford to live. But that’s where the similarities between NYC and Halifax end. Here, locals are known for being friendly, you can walk everywhere, and it’s only a 20 minute drive to wilderness. There is a thriving local music scene and plenty of students to populate shows during the school months. However, it is not the best at attracting out-of-town acts, bands; DJs and producers that are on the forefront of their respective genres.
There are plenty of reasons for artists and bands to not include Halifax in their tours. Most revolve around the city’s secluded geographical position. It’s the biggest city in the Maritimes, but the overall density in the surrounding area is nil. Also, flights rarely layover in Halifax. Most tours will usually swing as far east as Montreal and then dip down into the US.
In the last year or so, however, I’ve noticed that things are changing. Events featuring major artists are popping up more often in Halifax. While this growth doesn’t specifically apply to electronic music, a standout event is HELM Fest. This one-day EDM festival took place in September and featured 3LAU, TWRK, Grandtheft, and several other visiting and local DJs/producers. While the Halifax Pop Explosion has proven its longevity, an new EDM festival is a sign that promotors are aware of this genre’s resurgent popularity. However, one packed and one deserted stage by the end of the night are both cause for concern. TWRK only showed up with half of it’s members, and it seems like the trap movement hasn’t really taken hold in Halifax as it was their stage that was left empty. This leaves local promotors with even more questions: is there a market for certain genres/artists? Will artists bring the real deal when their cost due to travel is high?
‘Second World Collective‘ is a new promoter in Nova Scotia, Canada. Their launch party takes place at the Marquee Club on January 24 in Halifax and features Keys N Krates, gLAdiator, and Sleepy Tom. The owner of Second World Collective, Evan Wayne Gillis took a couple minutes out of his busy schedule to talk about his future in event promotion in this city.
FWI: What is Second World Collective?
SWC: Second World Society is the name I initially wanted to go with, but we had some issues with securing the name with the Registry of Joint Stocks with the word “society,” as it is reserved for non-profit organizations.
We are a movement and entertainment company that connects people with the latest underground music, fashion and events.
The name is meant to imply a middle-ground between a first world society (more appropriately referred to as a developed society) and a third world society (more appropriately referred to as a developing society). The founders of the business come from rural Cape Breton Island, Nova Scotia, a region that still suffers from socioeconomic issues that are characteristic of developing societies but yet is part of Canada which is largely considered developed. The use of the less politically correct form of the description “Second World” is intended to reflect the rough and rugged linguistic nature of rural areas.
In the end, it made sense to change the name to “collective” as I wanted it to be more personal and make people feel and be more involved. As opposed to using the word “entertainment,” for example.
FWI: Do you feel that is a way to encourage more people to attend your shows?
SWC: I think it adds more of a personal feel and gives us an edge that some other companies don’t have. Obviously you need to make money to have a viable business, but we are not here to take your money and run. We want to help build this electronic/underground community together and give the people exactly what they want here in Halifax. Whether it be by keeping local artists heavily involved in the shows, showcasing the best new electronic music on our SoundCloud, bringing world renowned DJs to Nova Scotia or keeping you updated on the latest fashion, we do it. It’s a big city.
Before I started this, I felt Halifax needed more than the average night, and also that people aren’t educated enough on this music because every other club in Halifax plays the same music. What I’m trying to give to people are nights they can remember. I’m an active show attendee and DJ, so I have a good idea on how you should be treated from both sides of the spectrum.
FWI: Compared to other major Canadian cities, could you also say that Halifax is also a ‘third world society?’ In the same way you mean Cape Breton is, I mean.
SWC: Both Cape Breton and Nova Scotia in general are home to a lot of struggling people. That’s why we made the connection with that name. The comparison also works in that a lot of music and style of the underground is very dark. When you’re struggling, you can be in a dark place, and we think it all can be connected in one way or another.
FWI: That makes sense. You mentioned promoting fashion as well as music. Can you elaborate on your plans in that regard?
SWC: We have plans to launch a clothing line with this brand. We want to have unique designs and styles, from long tees to short sleeve hoodies and many others. Also, we started an Instagram page that we plan to update regularly with the latest fashion and styles of the underground world. We believe the way you dress really says a lot about a person. We just want to keep people up to date with the latest trends.
FWI: Ok cool, I’m on that. Dipping back into music, now. Did you go to HELM last September? What did you think?
SWC: I did. It was a great experience and it was well done. A lot of people had complaints about VIP packages and the high cost of tickets but being a promoter, I felt the price was fair. It wasn’t the craziest lineup, but it was pretty good for Halifax. Besides which, the production setup was incredible, so that itself was worth the money for me. Production and lighting is not cheap! I ran a small music festival in Cape Breton with a friend a couple years ago and we had to stop it due to not being able to find a new location. Even a small outdoor event like that was fairly hard to organize.
FWI: What are the biggest obstacles to a festival like that or even a regular club show like your launch party?
SWC: Festivals are really popular and kids love going to music festivals more and more each year, it seems. It’s fun to see a lot of your favourite artists in one setting, especially outdoors. Halifax is a great city and I love it here, but the scene just really needs a continued push to keep things going. But the last few years things have been on the rise in my eyes. Since Halifax is so populated with students, a lot of promoters are here temporarily, promoting as a hobby while they attend school. Myself at Second World Collective, Rise Hali, Aftrdrk Entertainment, Home Bass, Underdog, etc. all have a good understanding and love to see this city expand.
FWI: Can you shed some light on your involvement in the local music scene besides promoting?
SWC: I’ve been a DJ for 10 years. I’ve done a lot of shows and recently starting producing full time along with SWC, so I take both very seriously.
I moved to Halifax from Cape Breton in January of 2014 and since then I’ve accomplished a lot, although sometimes it doesn’t feel like it. I’ve played many shows and festivals since I moved up and hosted/help host and opened for events including THUGLI, Ryan Playground, the Pusha T after party, Waka Flocka Afterparty, Valentino Khan, Autoerique & more. I’m trying to balance both and do as much as I can.
FWI: Do you have any big names lined up for future shows?
SWC: We currently don’t have any big names lined up, but we are talking to some agencies. I really like to keep things on the down low until they’re finalized.
FWI: Name three big acts you’d like to bring to the city.
SWC: Three acts or shows I would love to bring eventually would be RL Grime B2B Baauer, Mr. Carmack, Dillon Francis, etc. There’s so many. The main SWC goal , however, is to bring Jack U (Skrillex & Diplo).
Second World Collective’s Official Launch Party is January 24 at the Marquee Club in Halifax. Buy tickets here. Stay tuned to SWC’s Facebook page for future happenings and events.
