You are sitting in the car, windows rolled down with the local radio on. A new song is playing, and it’s good… really good. Throughout the hour you hear the same song repetitively, and the like for its beautiful melodies grow stronger with each play. Eventually a little bit of research is done and the name of the artist is found, and whoa… it turns out the song was produced from the same city you’re in. The hard work and time seedling has bloomed and blossomed into a major hit, all taking place in your own nearby neighbourhood. You begin to wonder… “Why haven’t I heard of this artist before?”

Jimi James of London’s Indie Underground exhibits his passion and love for music in working hard to bring exposure to the major projects of the city’s local talents.

It all started with his discovery of the rich variety of young talent, next to the unfortunate lack of media support to bring exposure to the created gems. He wanted to change this by firstly beginning to put together weekly podcasts consisting of songs and musical pieces created by Londoners. Individuals and bands performed live-to-air shows and interviews were conducted, giving listeners a peek into what those artists were all about. The podcasts did all of that and more, “It served also as a means to connect the music community, and bring them together.” As the podcast’s popularity grew larger in time, James was eventually invited to host and air London’s Indie Underground on 94.9 CHRW radio.

There is something in music for everybody, and there will always be certain genres that individuals will identify with. These songs are projects that artists have put their heart and innermost emotions into producing, and often what makes them so successful is the way in which endless numbers of individuals can find themselves connecting with them. While some may find the music to feel therapeutic, others find happiness, “Because there are so many subgenres, it really represents culturally the many differences we can identify with. And it’s certainly one of the expressions that everybody can identify with,” James said. He emphasized that this is the reason why exposure to a diverse music library is so important. A broad range of music genres offers a little bit of everything to everybody, it is all about being inclusive.

Currently, James is working alongside a team of equally hardworking and passionate individuals, such as Cory Crossman and Aaron McMillian, with phenomenal venues already available in the city that work hand-in-hand with local underground artists, such as Rum Runners or London Music Office. James explained the type of actions Londoners can expect within the next couple months.

“Cory Crossman has come into the position and is sourcing out what we have in the city, finding out what our needs are, but moreover getting to know who the players are, the motivation that people have behind their music.”

Musicians, producers and music enthusiasts are examples of the type of people that will be asked to complete a census to help city hall grasp a clearer understanding of the type of resources that the people need, and get a feel of the things that are currently being done well.

“They’re going to be able to roll out some of their institutions to support local music and kind of bridge that gap, because we do have somewhat of a segregation in genres and people in music, but it’s a collaboration and we really are all in this together.”

With the existing resources, others get a, “It’s not enough” vibe and will often suggest expanding property for the underground music scene, but James doesn’t agree with the arguments.

“A lot of people may suggest we need more venues, we need more opportunities to play but unfortunately those things don’t just pop up overnight.” James believed that the best use of already existing buildings and resources is the key.

“I think the biggest thing is awareness. People need to know where they can go to take in local music and local culture and to spread the word.”

It is a fact that people will naturally gravitate towards their favourite artists or bands, but James suggests to listen outside the box; to try something new, develop a new favourite and add it to the good list. Word of mouth is the best way to get the message out, and the city has some amazing musicians with high-level talent right in the local neighbourhood backyard.

“We need to support them, but moreover, you can take from it as well.” So take a chance, support friends and guaranteed some will find love in the world-class talent that is the diversity of music in London. Music is just one of the ways in which you can get your geek on.