It doesn't matter what part of the Telus World Ski and Snowboard Festival (TWSSF) you look forward to, whether it's the Big Air, Superpipe, or Orage Masters, there's one common element - the music. Each event is set to a soundtrack of sorts, and without it, the annual 10-day festival simply wouldn't be the same.
Lisa Richardson is spokesperson for Watermark Communications, the group that organizes all aspects of the festival, including the music.
"Basically, the festival has three pillars - arts, music and sports. Without the music, it's quieter," she said with a laugh.
When planning this year's lineup, organizers sought out groups they believed would appeal to music lovers of all ages, which isn't always the easiest feat.
"The common element throughout all the festival is that great, outdoors, super-fun, super high energy, contemporary sound that's going to resonate with basically the people who are here," Richardson said.
"There are universal elements to great music and great rock," she added.
In total, there are 45 artists performing during this year's festival, which features two stages: the Pontiac Stage in Village Square, where emerging indie bands will play between noon and 6 p.m. each and every day of the festival, and the Main Stage in Skiers Plaza, where the Zune Concert Series will take place daily from 2:30 p.m, until 5:30 p.m.
With a lineup including big names the Arkells, 54.40, The Stills and Metric playing alongside the likes of Thornley, Red Eye Empire, Animal Nation, Team Canada DJs, Run GMC, Ozomatli, Mama's Cookin', Whole Lotta Led, USS, Ten Second Epic, Ghost Brothers, Bend Sinister, Ruffian Royale, Jon and Roy, Lotus, DJ Z-Trip, Mat the Alien, Vinyl Ritchie, and Jon H from Fort Knox Five, there really is something for everyone at this year's festival.
On top of the free daytime concert series, Watermark has also teamed up with a number of local venues to host the Kokanee Freeride Club Series, which brings big-name feature acts from the daytime Zune stage into more intimate settings for evening shows at no charge.
And replacing the traditional DJ Experience is a new event dubbed The End, which takes place on Saturday, April 25. Featuring music from DJ Z-Trip, Mat the Alien, Vinyl Ritchie and Jon H from Fort Knox Five starting at 10 p.m. and running until 4 a.m., this is sure to be a serious late night shaker for music lovers.
"If you want to party all night, you're not going to have any trouble at all," Richardson said.
Richardson pointed out that the musical team at Watermark has a pretty impressive record of landing acts right before they make it big - Black Eyed Peas, Metric and Nickelback are just a few of the performers who played TWSSF before hitting the big time. And this year is no exception, with Montreal rockers The Stills on the roster.