Supercrawl 'still Hamilton proud' ahead of lineup announcement in Toronto

In a move that has some mumbling something akin to “Argos suck” under their breath, this year’s lineup for Supercrawl is being unveiled tonight in Toronto.

Adam Carter · CBC News · Posted: Jun 01, 2017 5:45 AM EDT | Last Updated: June 1, 2017

"Overflows" was one of several art installations that ran at last year's Supercrawl. (Adam Carter/CBC)

In a move that has some mumbling something akin to "Argos suck" under their breath, this year's lineup for Supercrawl is being unveiled tonight in Toronto.

It's a different look for Hamilton's premiere free festival, which is held on and around James Street North in early September.

Hamilton rents out space on Queen Street West to try to get Toronto's attention

While in previous years the lineup announcement has been close by, this year it's coming at the "Hamilton Consulate" in Toronto on Queen Street West — a marketing effort developed by the city in the hopes to drive more business development in Hamilton.

Some on social media grumbled about the move:

<a href="https://twitter.com/supercrawl">@supercrawl</a> it's really disappointing that you're holding the music lineup launch in Toronto this year.
—@theninjasquad

Announcing <a href="https://twitter.com/supercrawl">@supercrawl</a> in Toronto?? Boooooo!!!!! <a href="https://twitter.com/hashtag/hamont?src=hash">#hamont</a>
—@areyoulistening

Since when was Supercrawl a marketing vehicle for development / real estate. I remember when it was about art.
—@AndrewGerrioor

Supercrawl head Tim Potocic told CBC News that the move was a way to promote Hamilton acts on a larger scale.

"Our whole focus is exposing Hamilton artists," Potocic said. "Our whole reason for being there is putting Hamilton talent on the radar."

Indeed, several Hamilton acts are playing the announcement, including Terra Lightfoot, Thompson Wilson, Aron D'Alesio, Jessie Bower and members of the Hamilton Philharmonic Orchestra.

There's also going to be food by locals like the Aberdeen Tavern and Jonny Blonde, and drinks by Collective Arts brewery.

Matt Andersen delighted a crowd at the main stage at Supercrawl 2016. (Adam Carter/CBC)

More than half of the artists playing the festival this year are local, with Potocic calling it their "best lineup ever." Past headliners have included Arkells, Sharon Jones and the Dap Kings, Spoon, and The Strumbellas.

The lineup announcement will also be broadcast live online, Potocic said. The event starts at 6, with the announcement of who's playing expected to come around 7 p.m.

"The reality is it's going to live online — the location is neither here nor there from our perspective," Potocic said. "We're still Hamilton proud. That's the reason we're doing it."

The fiery Riskee Ball drew big crowds at last year's Supercrawl. (Adam Carter/CBC)

The "Hamilton Consulate" premise isn't to get people to move to the city, said Glen Norton, Hamilton's economic development director, in a previous interview. That's happening already, and it's driving up local housing prices.

Gentrification hits tax bills for people in Hamilton's lower city

Instead, it's meant to drive business investment opportunities. For cities, commercial and industrial assessment is more valuable because it helps fund services for residents. Assessment refers to the official value of a property in the city and impacts how much of the city's total budget a homeowner has to pay.

That type of assessment has been decreasing here. Residential now accounts for about 80 per cent of the city's assessment.

adam.carter@cbc.ca