Big-name musicians hit the stage in Whitecourt

Whitecourt was treated to a special concert last Friday at the Allan & Jean Millar Centre.  Canadian Country singers JoJo Mason and Eric Ethridge hit the stage for the first of five stops on their Hug for Life tour. Ethridge stepped on stage to perform his new releases along with his well-known song, California, which released in 2018.

The former Ontario chiropractor and part-time musician made it big in the music industry only a few years ago. He quit his job to pursue his passion as a singer-songwriter with his brother Mike Ethridge by his side on guitar. JoJo Mason also performed his most popular songs such as Better on You which just hit the top 10 on the Canadian Country music charts. Mason’s first release was in 2015 and he has been putting out record songs since. He recently hit his fifth Top 10 song and second CCMA Rising Star Award nomination. Mason has been promoting his latest EP Chapter Two which was released the same day he performed in Whitecourt.

The Whitecourt and Woodlands Performing Arts Society hosted the concert. The society is a non-profit organization which strives to bring in outstanding performers to the community. The society is not out to make a profit and relies mostly on sponsorships which help cut down on the cost of tickets. It’s also about bringing a service to the community. Courtney Milford, Arts and Culture Co-ordinator for the Town of Whitecourt said, “We have developed a relationship with a booking agency and can reach out to them and book performers. When it comes to deciding the type of performers, it typically goes on the recommendation of the Performing Arts Society, and as the booking opportunities arise.” Unfortunately, Sons of Daughters, which was to be the third band performing at last Friday’s event, was not able to be booked.

When asked how Whitecourt can get big-name musicians, Milford said, “It’s taken a lot of hard work and a long time to get agents to recognize that Whitecourt is a viable stop and not just a secondary market. Most importantly, it’s about building relationships with the agents.” She added that there will be another event for February 2020 but would not reveal any details as “it’s going to be a big unveil.”