In August 2016, Up Here made a comeback to Sudbury, Canada with the aim of rebranding the city. The pollution-stricken downtown city of Canada had long been the centre of criticism from outsiders and Up Here was out to refine that notion. A city formerly nicknamed ‘the asshole of Canada’ by the locals was set to become the happiest city in Canada.
Up Here landed in Sudbury already rebranded after their original name, Up Fest was found to infringe on another street art festival from the UK. That was a blow to their Sudbury’s festival event which was much about muralists, musicians and artists, but they still nailed it. To add the icing on the cake, Up Here even launched a mobile app thanks to their shrewd graphic designers and marketers Andrew Knapp and Christian Pelletier.
There were about 16 Up Here’s commissioned murals which were part of the plan of transforming Sudbury and change the perception of the city. Pelletier’s ambition was to make Sudbury a destination for art enthusiasts by turning the city’s downtown to an urban art gallery. The plan involved inviting artists from around Sudbury and across the world to create big murals.
2016’s event rocked with big stage artists, with the likes of Ella and Pitr, Kirsten McCrea, Ola Volo, James Kirkpatrick and Hobz leaving marks of jaw-dropping murals.
The mural at the Science North rooftop is especially breathtaking. Done by French artists Ella and Pitr’, the piece is of great significance to Sudbury as it put the city on the international stage. The mural features a sleeping giant and it’s visible via Google maps. Many people from around the world hunt for Ella and Pitr’s murals all over the internet trying to find the different pieces in Chile and Portugal. And now Sudbury was added into the game. That’s why it matters to the people of this city.
The musical offerings at last year’s fest put the focus on female-fronted bands with U.S Girls, Young Galaxy, Dilly Dally and Stars making the headlines. Locals Neli Nenkova and Tracy Baker also made to the podium. People had tough decisions to make. Pelletier called the festival ‘dueling late nights’ which put two bands against each other at different venues. Some hip hop acts were also on the roster as Pelletier was of the idea of diversifying the program in all senses.
He also didn’t forget about the fun and creativity for kids. They organized a family day and kids from within Sudbury had a blast of 2016. Kids did face-painting on adults as well as painting mini-murals on cardboards. The organizers believed there’s no better way of gentrifying the city than getting everyone engaged and celebrating the move together.
By the time the fest was over, Sudbury was lit by life-worthy elements. It looked renovated with beauty oozing from all corners of the city. Pelletier said last year’s theme was based on terraformation, which according to him is making an inhabitable space livable. They are proud of that achievement.