Big crowd, homegrown star expected at new electronic music event

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A new outdoor electronic music event is set to make its debut in London, showcasing both up-and-coming acts and a homegrown superstar of the genre.

The free, all-ages event set for Saturday Sept. 7 aims to create a safe environment for festival goers to experience electronic music, something that isn’t easy to find in the city, said Elevate Electronic Music Festival director Allison Oosterman.

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“There’s nothing like this in London,” Oosterman said. “This level of care and safety and inclusiveness . . . it doesn’t exist in London.”

Oosterman, 37, has been hosting events in London’s electronic music scene for the last six years.

With Elevate, she says organizers are trying to transform perceptions of a music genre often associated with a “dark culture,” citing heavy drug use and violence as common issues in many electronic music venues.

Joining the electronic music scene in her mid 20s, Oosterman says she was able to find community and belonging through electronic music. She hopes other people can have similar experiences at the Elevate festival next weekend, when thousands of music fans are set to descend on Rotary Square outside Covent Garden Market.

Organizers are preparing to welcome as many as 7,000 people to the corner of King and Talbot streets for the first edition of the festival. Talbot Street will be blocked off to accommodate the large crowd, with Rotary Square being transformed to feature a large dance floor and festival sound system.

The event coincides with the return to London of Western University and Fanshawe College students. More than 21 vendors will be selling wares on site, along with several food vendors and other attractions.

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THE HEADLINER

Born in Italy before moving to London at four years old, John Acquaviva got his start in London in the 1980s as a DJ in London’s biggest clubs. Acquaviva is also an entrepreneur, known for his contributions to major technological advancements in the global music industry.

In 1990, Acquaviva co-founded Plus 8 Records, one of the world’s most popular and influential techno music labels, with DJ Richie Hawtin of Windsor. The duo would collaborate again on the development of Final Scratch, a popular software program used by DJs around the globe.

“(Acquaviva) literally changed the whole culture of electronic music globally,” Oosterman said. “We’re excited to have him.”

ELEVATE MUSIC FESTIVAL, SATURDAY SEPT. 7: THE LINEUP

4 p.m. Nunchucks

5 p.m. apaull

6 p.m. Harina of Oa(SiS), Zahra Shakti

7 p.m. DJ Kevin Evans

8 p.m. Amber Long

9 p.m. John Acquaviva

10 p.m. Cliché

After Dark, the festival’s official after-party, will begin at 10 p.m. at Vice Supper Club, following the main festival. The ticketed event will feature John Acquaviva and Hiroko Yamamura, and more electronic music artists.

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The Elevate Festival receives support from various community organizations and received a grant from the community arts investment program administered by the London Arts Council and the City of London.

Looking ahead, Oosterman hopes the festival will become a staple of the London music scene. “The goal is, ultimately, that this is going to continue year after year,” she said.

For more information about the Elevate Music Festival, go to elevatemusicfestival.ca.

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