Making the most out of a tough situation, Imperial Theatre has, as they say, pivoted. Rather than shutting their doors entirely for the last few months, they’ve created new opportunities. The theatre’s management team has welcomed musicians, thespians and dancers onto their stage and offered up their resources. Now, with the theatre reopening to the public the theatre will be hosting these artists in a series of showcases, as part of their Incubator Project.
When the possibility of live performances vanished back in March, Saint John’s Imperial Theatre, denied their very raison d’être, went back to the drawing board to reinvent the Organization. From that necessity, The Incubator Project was born. With the whole theatre and its staff at their disposal, they turned their eyes homeward to support local musicians and performers.
“Offering the space free of charge to local artists put art back on the stage and helped fill a need in our community,” says Angela Campbell, Imperial Theatre’s Executive Director. “Artists could come together with safety protocols in place to practice and create and jam safely. We know gig artists have been one of the hardest-hit sectors. Our intention was to help them continue working on their projects in a time when they may not have had the means to do so.
“The artists who participated in the program have access to the tech crew, who could consult on everything from how to do a professional loan in and soundcheck, lighting effects. The marketing and Box office worked with artists on social media and promotional strategies. And our programming staff consulted on touring networks and the best practices when it comes to getting booked.”
While this is the first time the Imperial Theatre has run an incubator program, they have offered other programs such as their Performing Arts Summer Schools for youth, and regularly for look opportunities with professional artists performing at Imperial Theatre to provide workshops, chats and other outreach and educational opportunities.
“It also filled a need for the organization. We knew that when we were allowed to open there would be a gap before we could actually have live performances on the stage again. Shows just don’t come together. Artists need time to rehearse and prep and polish. Getting artists working again meant that when we got the green light we would have some options ready to go for live shows.”
Though the theatre’s capacity has been reduced since its pre-COVID days, it will still accommodate 250 patrons.
“At this time, our seating capacity is 250. This is down from 850. Pods of seats are socially distanced 6 feet apart. Patrons are required to wear their masks at all times until they are seated and then they may be removed,” says Campbell.
“We ask everyone to be prepared for last-minute changes based on the recommendations and requirements of the Department of Public Health and the Province of New Brunswick.”
Focusing on emerging artists from Southern New Brunswick, the first four of the total sixteen artists and groups announced for the Incubator Project are Brandon Kingston, Before the Mast, Apryll Aileen and Kendra Gale Band.
Brandon Kingston
Brandon Kingston is a local guitar player and teacher and has been involved in music for 13 years. He’s travelled across the USA and Canada as far as San Francisco and LA playing his originals. Brandon was encouraged by his grandfather to get into music, and he is one of his biggest inspirations
Before the Mast
Before the Mast sings sea shanties once sung by sea-washed, underfed, dog-tired sailors as they hauled with raw hands-on frozen lines, heaved on capstan bars or manned pumps aboard wooden ships. These shanties are salty and rhythmical in nature and are sung with the vigour that these remarkable work-songs of the sea demand.
Apryll Aileen
New Brunswick singer-songwriter Apryll Aileen combines smooth, sultry vocals with her classically trained piano background captivating her audience with beautiful melodies, soulful passion & enchanting and engaging lyrics. Compared to the likes of Regina Spektor, Tori Amos & Norah Jones, Aileen dabbles between soulful pop, jazz & blues while sharing stories about her free-spirited serendipitous road trips.
Kendra Gale Band
The Kendra Gale Band has been “kicking and screaming” for more than four years around the Atlantic provinces, Quebec, and Ontario. Playing a mix of rock and blues, they’ve found success playing at events such as Harvest Jazz and Blues. This duo plays a mix of both covers and originals.
Free of charge for the participating artists, the Incubator Project was made possible with funding from the Saint John Community Foundation among other private funders. In addition, the artists who are performing the upcoming showcases will be compensated.
The theatre is also currently booking shows featuring Atlantic-Canadian talent for the fall, which is a big change from their usual 12- to 24-month advance booking. In addition, plans to include artists from across Canada during the winter months, should circumstances allow, are currently in the works.
The first of the Imperial Theatre’s Incubator Shows takes place on Saturday, September 19 at 7:30pm. Tickets are $25 for general admission or $21 for subscribers.