Despite snow in tomorrow's forecast, festival season in Saskatoon is countable weeks away, one of my personal favorites being the SaskTel Saskatchewan Jazz Festival. More than just a series of performances, this festival is a cornerstone of summer in Saskatoon. It's a time to come together, celebrate, and immerse ourselves in music. As excitement builds for this year’s lineup, there’s one common critique that pops up on Reddit and elsewhere: “Shouldn’t the festival bring in bigger names?” It’s a question we’ve heard before, but it’s an important one to address. In fact, it’s a great opportunity to trumpet the festival’s value and help folks understand why supporting it is more important than ever.

This year’s festival features a diverse mix of artists, from legendary acts to rising stars. Names like Jimmy Vaughan, Sophie B. Hawkins, and Chantal Kreviazuk are familiar to many, while emerging talents like Katie Tupper and Lake Street Dive might be new to some. Jazz enthusiasts will have noted renowned saxophonist and composer, Joshua Redman.

When I posted the lineup on Reddit, it sparked some excitement… along with the inevitable “where are the big names?” comments. Yes, in previous years, huge acts like John Legend, The Roots, Flaming Lips, and Lauryn Hill drew massive crowds. But those performances required significant investments for just one night, and with post-pandemic production and talent costs soaring, things have changed.

I spoke with Executive Director Shannon Josdal, who put it simply: "It's no secret that we're working in challenging economic times." Budget constraints and rising costs have made booking talent harder than ever. She shared that a sell-out artist who performed at the festival just over a decade ago had increased their quote by 455%, and that was before factoring in the US to CAD exchange rate. Competing with industry giants like Live Nation makes that kind of cost impossible for a registered charity.

That said, the festival always works tirelessly to bring world-class talent to Saskatoon! But the process goes beyond just securing big names. Shannon explains, “We have to maintain a certain amount of programming throughout the festival to meet funding criteria. We can’t simply cut programming to allocate more budget to the headline slots. It all has to balance.”

This balancing act ensures the festival remains true to its mission of promoting jazz and related genres while offering a broad range of musical experiences. It's a vision that has stood the test of time, but it’s community support that keeps it thriving. If we, as an audience, only focus on the "big-name" acts, we risk missing out on incredible emerging artists. Take last year’s festival, for example, when I had the privilege of hearing the world-class Cuban artist Arturo Sandoval. If you were there, you know exactly what I mean. Did I know who Arturo Sandoval was before he was announced as a headliner? No. Will that show stand out forever in my mind? Heck yes. Sorry to anyone who decided not to go because they didn’t recognize him as a big name..

And what is a big name? Shannon sums it up best: “If you grabbed 10 random people off the street and asked them to name a ‘big-name’ artist, you’d probably get 10 different answers… or they’d all say Taylor Swift.” The truth is, "big names" are subjective. With a broader lineup, we all get to explore new genres, sounds, and perspectives. When I asked if there's a show she's most excited about, she said every booking is her baby. “I get so invested in booking and advancing the shows that when the festival arrives, I feel legitimate sadness not being able to attend every performance,” she shared. “But if I had to choose, I’d say Lake Street Dive is going to be sensational, and having Allison Russell and William Prince together on one bill is going to be a dream.”

One of the festival’s most beautiful aspects is its commitment to inclusivity. With free concerts throughout the city and full days of free programming from July 5-8 in Victoria Park, the festival is accessible to everyone, regardless of their ability to purchase tickets. That’s crucial. "Grassroots support from the community is what’s keeping us viable right now," says Shannon. This isn’t just about music. It’s about community.

Saskatoon is full of vibrant culture, from our thriving arts scene to the natural beauty of Treaty Six. Festivals are important for tourism, but they also provide a chance for us to appreciate and connect with each other in our collective home. This year, Regina Folk Fest announced it was closing due to financial reasons, reminding us of how fragile these events can be. "Our team is heartbroken for our friends in Regina," says Shannon, “but we’re determined to keep moving forward here in Saskatoon.”

The number-one thing keeping the festival viable is grassroots community support. "Every person who volunteers, buys a day pass, supports a food vendor, or backs our Neighbourhood Pop-Up program is helping us. There’s no single solution—it’s the collective involvement that keeps us going." And that's where we come in. By purchasing tickets, volunteering, or simply sharing the excitement with others, we directly contribute to the vitality of the festival and our community. Take pride in the local events that make Saskatoon unique.

The next time someone asks about your summer plans, don’t just say you're "staying in town." Share your excitement about the live music, free events… and the joy of being part of something special in Saskatoon.

SaskTel Saskatchewan Jazz Festival runs July 3-12 with the Strictly Jazz Series at the Bassment running July 3rd-6th, free programming at Victoria Park July 5th-8th, The Broadway Theatre Shows July 8th & 9th, and the Victoria Park Ticketed Program running the 9th-12th. Victoria Park will also have a children’s area, food trucks, market, and more. Click here to buy SaskTel Saskatchewan Jazz Festival passes and use code MAYGEN10 to save.

xoM