Music BC, the voice of British Columbia’s music industry, today announced 15 artists who will be the first to participate in ARC, an intensive accelerator program – providing an opportunity to a range of artists who are as diverse as the musical genres they represent, including Fernie’s Lush Fleece.

ARC was created to advance the business, creative, and technical skills of recording artists to help them build a sustainable career in the music industry—both at home and away. The initiative is supported by a three-year funding commitment of $600,000 from the B.C. government.

“The province recognizes that increasing skills training and cultivating talent is an important pathway to supporting local musicians,” said Melanie Mark, Minister of Tourism, Arts, Culture and Sport. “We responded to a call to action and know there is so much talent right here in our backyard, and we want to support B.C.’s artists to reach for the stars and build sustainable careers. I am excited to see them shine, and I wish the first program participants the brightest future.”

Lush Fleece is Barry Jenkins, a fashionable multi-instrumentalist and ramen enthusiast born in the UK – and Chilli, a neurotic introvert raised in the noise of Toronto’s city streets, as described by Music BC.

“Honest, innovative, and progressive, Lush Fleece is reinventing a wholly modern approach to R&B. Weaving together elements of classic soul and bedroom pop, the duo embodies the beating heart of Canadian Underground R&B – and writes, records and produces all their work in a furniture warehouse tucked away in the Rocky Mountains on unceded Ktunaxa Territory,” stated MusicBC.

“Through their vulnerability, they hope their work will provide a new perspective in the Canadian music scene, one that draws people towards self-acceptance.”

The ARC will include three components throughout late July-September:

The Clinic is a multi-day training intensive where participants will attend business-focused workshops on revenue streams, branding and building a business plan, followed by assignments for continued learning and progress check-ins with ARC mentors.

The Retreat is another multi-day intensive comprised of one-on-one and group mentorship sessions with world-class industry leaders, with a focus on all the creative components that go into growing and sustaining an audience and brand, including writing, recording, vocal and live performance training.

The Show is an opportunity for participants to perform at September’s Rifflandia Festival, in front of a live audience of fans, local and international industry members.

“Music BC is absolutely thrilled by the quality and the calibre of musicians that applied for the program, underlining the level of emerging talent in this province,” said Executive Director Lindsay MacPherson.

“Equally impressive is the diversity of artists and range of musical genres represented. Providing opportunities to artists who mirror society is a key aspect of the program,” added Nate Sabine, President of the Music BC Board of Directors.

Music BC Industry Association is the voice of the B.C. music industry, locally, domestically and internationally. The not-for-profit association advocates for and serves artists from all genres, industry professionals, service providers, studios, promoters, venues, festivals, producers, agents, managers and educational institutions.

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