Ryan Waneka for JetBlack/Courtesy photo
Ever wonder who picks the songs that you hear on the shows you’re binge watching or on your favorite movie soundtrack?
Those decision makers were in Beaver Creek last week and were exposed to emerging and established artists during Elevation Beaver Creek. In its second year, Elevation Beaver Creek once again brought in invited industry guests including music supervisors, radio programmers, label executives, corporate partners and more from around the country who use this opportunity to literally “break” music and expose viewers to new songs and artists.
Elevation Beaver Creek was modeled after Live in the Vineyard, which is an annual pop music industry event that’s been going on in Napa, California during the fall for the past 16 years. Live in the Vineyard also launched Live in the Vineyard Goes Country which is hosted in the spring and features country artists. This year, Elevation Beaver Creek hosted musicians from the country, Americana and “triple A” (adult album alternative radio – think KBCO in Denver).
“In addition to country, we did expand it and added Americana and triple A genres because music, in general, ebbs and flows and there’s more crossover in triple A, Americana and country because of artists like the Zach Bryans of the world. They are blending genres more and people respect and appreciate the music so much and support it,” said Bobbii Jacobs. Jacobs is the founder of Live in the Vineyard Goes Country and president of FF Entertainment. Elevation is produced by Forefront Networks, a related party company to FF Entertainment.
Jon Ernst is an independent music supervisor from Los Angeles and although this was his first time at Elevation Beaver Creek, he’s been to Live in the Vineyard and Live in the Vineyard Goes Country several times.
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“It’s important for me to come to this type of event because they expose me to good music and artists that I may not have come across. This is where I find the songs that help me do my job better,” Ernst said. “I work on film, television and advertising, but I also do a lot of reality shows such as ‘Love is Blind’ and ‘Ultimatum’ for Netflix and I also do a show called ‘Farmer Needs a Wife’ on Fox. The music here at Elevation Beaver Creek is the perfect genre for that show.”
The long list of artists included newcomers Tigirlily Gold, two sisters from North Dakota who sang the National Anthem at Lambeau Field in Green Bay, Wisconsin during the Packers game against the Detroit Lions in September and the duo will appear on the “Today Show with Hoda and Jenna” on Oct. 16. Country singer and songwriter and internet sensation Coffee Anderson wowed the crowds at the welcome reception outdoors at the base of Beaver Creek and Michael Franti, who is no stranger to the Vail Valley, invited the crowd up on stage to dance with him at the Gerald R. Ford Amphitheater during the Scenic Peak Luncheon.
“Michael Franti came in because he’s a dear friend, he has current music on the radio that he’s promoting and he wanted to hit everybody up at one time and share it with the industry all at once and not piecemeal it by going station to station and market to market,” Jacobs said.
To have these music industry influencers literally break the music to the public on different platforms can cause an artist’s career to skyrocket from the exposure. Think of Lainey Wilson who was on “Yellowstone” and now she is a multiple award-winning country music artist.
Big hit makers like country music stars Billy Currington and Brian Kelly also took to the stage during the three-day event. Currington played at the Vilar Performing Arts Center and even though he’s had success since the mid-2000s, he’s still cranking out songs like his latest release, “City Don’t.”
“People ask me all the time, ‘what’s your favorite song to sing on stage?’ and it’s a hard answer because I love them all and they are all special in their own way, but nothing is more special than your very first number one song because you dream about that for years and years and finally, when that happens, it’s very special. So, I’m going to play you my favorite song,” Currington said as he and the band rolled into “Must Be Doing Something Right,” which was his first hit in 2005.
Brian Kelly made up the Florida half of the country duo Florida Georgia Line, which amassed 19 number one songs on country radio. Kelly is now embarking on a solo career and used the Elevation Beaver Creek platform to showcase what he’s been up to.
“It feels really great to finally be able to share my voice and hopefully have some hits of my own, you know what I’m saying? That’s the goal,” said Kelly, who’s been writing and recording the past several months.
“I’m just trying to channel where this next phase is going. This song right here dropped about four weeks ago, I love this song, I hope you do, too. It’s called “Dirt Cheap,” Kelley said while playing at the Welcome Reception on the lawn at the base of Beaver Creek Mountain.
Beaver Creek provided the backdrop for a relaxed atmosphere and allowed the creativity and connections to flow between the artists and those who can influence their careers. Between wine dinners with pouring partners Chappellet, Cakebread Cellars, Trefethen Family Vineyards and Robert Mondavi Winery, to brunch sessions with the artists performing and an afternoon concert at the Gerald R. Ford Amphitheater and even activities like skeet shooting with the artists themselves, the format allowed important networking to take place.
In addition to wine, there was plenty of tequila to try, too. Suerte Tequila, which is based out of Boulder, stepped up to be the lead sponsor. Lawrence Spiewak, co-founder and president of Suerte Tequila, started the brand nearly 11 years ago and although Suerte is being distributed in 18 states across the nation, he loves the exposure this event gives his brand.
“We loved the event last year and when they came to us with the opportunity, we decided to go all-in. We’ve met so many great people and it is great exposure for us, being a local Colorado brand,” Spiewak said. “It’s a good place to showcase our latest Suerte product, canned cocktails featuring a margarita, ranch water and a Paloma.”
He also likes the direction county music lyrics are going.
“Country music lyrics have always favored whiskey or beer and now they are all talking about tequila in their songs, which I love,” Spiewak said.
In a world where more and more meetings are remote, Elevation Beaver Creek is proof that face-to-face interaction, shaking hands and sharing experiences together can go a long way.
“The most important thing about what Bobbii is doing here is she’s creating the opportunities for us to interact. She’s connecting the communities that make music and use music Then, we have a human connection with these artists and songwriters and once we have that, we’re way more inclined to use them in our shows than someone we’ve never met before,” Ernst said. “I like to help the community that I am connected with.”