Forgettable names. Forgettable sites. Forgettable Facebook events, tweets, beats and hooks in a city overlooked. Musicians, actors, brands, companies, media juggernauts—Vancouver's looking for something to call their own. No longer can it condone bad work just because it's homegrown. So who's in the running? Definitely somebody with personality—no... a group maybe. They gotta be... young. They gotta have that attitude that gets shit done. In a way, they have to get people excited, fired up and inspired. They can't take low quality, low ballin and small playing work as answers. They gotta up the ante—piss on the bar cuz the bar's been sitting there... so low for so long. They gotta be able to spot other hustlers bringing the city up to speed and support them relentlessly. And most importantly, they can't do it like the rest. They're looking for different results, so they gotta do shit differently. Maybe one day those kids will figure out a way to weave quality, synergy, attitude, and innovation into the fabric of the city and represent the new colours it's picked up over the last decade. Never before has Vancouver been more primed to become a significant source of rich and intriguing youth culture than now. And who better to lead it into the global arena than by the kids it created?
First up to bat...
Nonducor.
rrrrRookies of the Year
New Vncvr isn't something we started. For the last few years, it's been
brewing in the garages of East Van, bedrooms of New West, factories of
Mt. Pleasant, cellars of Gastown, along (select parts of) the Granville
Strip, in the earphones of international students, on the beaches of
the Westside, and in high school auditoriums all throughout B-Side.
People are pushing buttons Vancity's never pushed before and
collectively, they've been loading the clip. The targets? The city's
subcultures and overall culture. What we're dealing with is a city
notorious for importing culture but too timid, segmented and unaware of its
growing prominence on the world stage to make anything to represent its
own culture (Haida Gwaii art aside). We're talking about a culture that
represents Vancouver's young people. A culture that can sustain itself.
That's something a tourism board can't identify and exploit. It's up to
the young guns to get it done. A city can win as many accolades and be
pretty as hell, but without the right attitude, it just looks like a
decorated bimbo up there on stage. She got any brain? Any skills? Guts?
Soul?? Well that was old Vancouver. A new Vancouver—hosted by
teenagers and young adults who you can't keep quiet for too long—is
blowing the city up. Inside-out. A "No Fun City" only happens when its
most creative entrepreneurs aren't being creative and entrepreneurial
enough. Half-steppin ain't gonna rake in the dollars. We've seen enough.
Put it away. But we've reached a tipping point. A new crop of kids enter
the arena every year to try and claim a spot for Vancouver on the world
map. This new crop coming up has the attitude to do it. Them old folks
were right: "After 2010, the city will never be the same again. Ten years
from now you won't even be able to recognize it."