Presented by Music Calgary, the SoundOff Summit is a three-day music conference and showcase festival that brings together emerging artists and music professionals from across Canada to share knowledge, build relationships, and celebrate the evolving spirit of Canadian music.
One of the highlights of this year’s festival is the keynote conversation between rapper Shad and Hemen Tor-Agbidye, festival manager for Sled Island. This night will be a testament to growth and connection within our vibrant music community.
“Now, when you’re third world born, but first world formed, sometimes you feel pride, sometimes you feel torn.” These lines from the song “Fam Jam” by Shad capture the tension of navigating multiple identities. Originally from Rwanda and born in Kenya, Shad is known for introspective lyrics that explore themes of identity, faith, and social justice.
“I was 17 when I heard that song for the first time,” says Tor-Agbidye. “Being Nigerian and having spent most of my life at that point in Canada and the US, those lines really resonated with me as a young person trying to understand who he was and where he belonged.”
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More than a decade later, the two will meet on stage at the SoundOff Summit. Since then, both of their careers have flourished. Shad is a JUNO Award winner, host of Hip Hop Evolution, and a touring artist. In addition to his work with Sled Island, Tor-Agbidye is also a notable local hip-hop artist known as The Blue, who has just dropped the album So Look At The Bright Side and has shared the stage with SonReal, Dragonette, and Shad himself.
“All musicians definitely want to reach that point of being seen as a peer or being in the same spaces as the artists they grew up listening to,” says Tor-Agbidye.
The keynote conversation will center on craft, creativity, and culture. It will also dive into Shad’s early career, his new album, Start Anew, and his perspective on the Canadian music landscape.
“I always like to start by putting the industry aside and talking about why we create: what we love about it, what we want to make, who we’re trying to reach, and how we want to affect people,” says Shad.
A good rap, he believes, gets your attention, has something to say, and says it in an interesting way.
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He acknowledges both challenges and opportunities that emerging artists encounter today: “Now, [thanks to streaming], people have instant access to decades of music. It’s easier than ever to make and promote your work, but harder than ever to stand out.”
The SoundOff Summit primarily serves as an opportunity for emerging and growing artists to learn from industry professionals. “I’m really passionate about speaking to younger artists,” says Shad. “Even though I started more than 20 years ago, I still remember that time vividly.”
Over his career, Shad has witnessed the constant evolution of Canadian music. “Right now, for example, because of the things happening in America, there’s a sense of pride and passion around Canadian music and our scene,” says Shad.
He encourages young artists to pay attention to what’s happening and make the most of it. “You’ve got to be flexible and open. Nothing in this industry stays the same for long.”
In Conversation with Shad will take place on November 14 at Contemporary Calgary. SoundOff Summit 2025 takes place from November 13 to 15 at various venues throughout the city. Tickets are available at musiccalgary.ca.
