Evolve Lives Up to its Name, Stays True to its Roots
It’s beautiful summertime and the “Best Music Festival in Canada” is happening imminently. The Evolve Festival is an incredible three-day experience based on the celebration of music, community, art and the planet on which it all happens. Evolve is getting more attention than ever this year, after CBC Radio3 listeners voted the event as the Nations best music fest in the Searchlight contest. Having been to, and played at, numerous Evolve Festivals in the past, I got to thinking about how festival producer Jonas Colter might be feeling this year. I wondered what his perspective is on the festival as it heads toward it’s eleventh year running this weekend.
Canadian Invader: When Evolve first began, it was very much viewed as a festival with a focus on jam-bands and Djs. Now, 11 years later, how has Evolve’s musical focus or mandate changed, if at all?
Jonas Colter: The focus has changed for certain, but not too much. A new demographic and musical genre has evolved during the time of Evolve – Indie. I feel that they are basically, “the millennium’s flower children”. I like “their” music!
CI: Producing a music festival must be a difficult job at times. Is there a moment that justifies the labor you put in?
JC: Putting Evolve on is the struggle of my life. There are so many sacrifices…The moment that justifies the labor is seeing the smiling faces everywhere and the good energy that abounds.
CI: Evolve is more than just a music festival. How does the festival continue to be active in the community and in “green” activism?
JC: This year Evolve is active in the community by raising money for a local little girl who’s family needs financial support to help see them through difficult times. Evolve will again attempt to be the first zero waste festival in the world. Evolve shares the stage with community and activism groups such as: MADD, NSPIRG, Nova Scotia Nature Trust, Greenpeace, GPI Atlantic, Oxfam, RRFB, Crusisis, Ecology Action Centre, Give To Live, Katimavik, and Apathy Is Boring.
CI: Speaking of community, it’s interesting to note that the festival takes place in the small town of Antigonish, Nova Scotia. Why have you chosen to do the festival there year after year?
JC: I did not choose Antigonish. The Founders: Jimmy and Joe, did. Joe is from Antigonish, and Jimmy had gone to school at St.F.X. It is geographically a beautiful place.
CI: Evolve was voted the “Best Festival in Canada 2010″ by CBC listeners. What is your best Evolve Festival experience? Non-Evolve experience?
JC: My favorite Evolve Festival experience is probably from the second year, on the Saturday night. The Slip owned the weekend and played with a projector that had photos of tropical beaches and many people smiling… it was beautiful… My best non-Evolve experience might be seeing The Grateful Dead in Atlanta in 1993… life changer…
CI: In your opinion, who is Evolve for?
JC: Evolve is for everyone that loves it. Who else really? Evolve is a one of a kind festival that offers a mega-diversity of musical genres played nearly 24/7… Evolve also offers in the ticket price: free camping and parking, BYOB, and BYOFood. That all coupled with peaceful vibes and good times…
CI: People have come from all over North America and even further to be a part of Evolve as performers or spectators. Why do you think that is?
JC: I think that it may be because of the passion Evolve Festival-goers have for Evolve. Word of mouth marketing sells, and Evolve folk tend to be travelers, so it is of no surprise that people come from all parts having heard the tales.
Evolve 11 is going down this weekend (July 23 – 25) in beautiful Antigonish, Nova Scotia. This year, the lineup is truly international in scope while still featuring local artists from Antigonish and the rest of the Maritimes and Canada. Canadian Invader will be onsite at the festival covering the great moments from this unique and treasured event. Good luck Jonas!
