There's been a lot of talk in the local community about whether or not Edmonton's hip hop community can sustain big name acts like Slaughterhouse or (to an extent) local shows like Wildstyle Wednesdays. Several high budget concerts, such as Check the Rhyme tour and (1/2 of) Living Legends have bombed financially, and word is Edmonton's most esteemed promoters are at their wits end with rap shows. For a primer on this topic, read "What's wrong with Edmonton" and "Dear Edmonton" on UGSmag's forum. (Don't mind the typical mean-spirited rapper tendencies. It's just machismo.)

I've given the issue a lot of thought. The fact is I have not been going to nearly as many shows as I should. I'm part of the problem, if there is a problem at all. The biggest drawbacks for me are:

1. Shows don't start until midnight, give or take an hour, and I don't want to have to wait until 2 am to get my dollars worth. (Plus drive home from West Edmonton Mall, tipsy.)

Possible Solution: Start shows at 10 -- sharp. By midnight the headliners will be done or just winding down. Afterward, DJs keep the PARTY going and people who want to party will party, especially because they're amped up about seeing a favourite artist of theirs. Those who can't, still satisfied. (*This will take some adjusting the first few times, but once the scene catches onto concerts while the sun is still out, I think it will smoothen.)

2. I'd appreciate openers whose styles have relevancy to the type of hip hop going on that night. It's not just about taste, but atmosphere. Try keeping me in the mood for Cage when Locution Revolution are opening (complete hypothetical, ie: never happened, but not impossible). It's EVENT PLANNING 101.

Possible Solution: Be thoughtful about who the openers are. Easy.

3. $40-60 is a lot of money for me to spend — and I'll do it from time to time. But not three times a month. Not even three times every three months. I want to see Public Enemy in May, dead prez in June — but can't afford tickets for me and a friend who might come along as good company.

Possible Solution: Consolidate these acts. Seriously, dead prez and Public Enemy a month apart? I mean one is practically the creator of the other. But I understand it's easier said than done -- I am not a promoter.

That's it. I personally think that promoters in town do a good job of advertising. Most hip hop heads, I think, are pretty aware of what the big concerts are. They could, however, be more informed of the local weekly shows -- at the Crown, Temple, New City, Common.

Speaking of venues...

I think promoters should advantage of the 200-300 person venues (like Pawn Shop, Brixx, Avenue Theatre) instead of trying to sell out the Starlite Room and Ed's all the time. If there's an attendance problem right now, then cut your expenses by moving them into intimate spaces.

Also, take advantage of Whyte Avenue. The City of Edmonton just won an international hospitality award last winter based mostly on the fact that Whyte Avenue is active year-round. By putting concerts on Whyte, you make them more accessible to people (transportation- and population density-wise) and you open yourself up to the curiosity of people wandering by who might be uninformed, but intrigued. People can also car pool there, split up, bar hop, and reconvene before the night is out — there are few streets in the country where that's possible. Utilize it, whether its for Pharoahe Monch or Wildstyle Wednesdays.

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