Country musician Dustin Farr will be cheering on his fellow Project Wild competitors later this month when the order of the top three artists are announced.
"I was hoping to make it to the top three but I didn't. The money would just be the cherry on top," said a grateful Farr, adding the "meat and potatoes" of the program was more than he could have asked for.
The first-place winner of the country artist development program will take home $100,953; second place is worth $75,000; and third place, $50,000. Placings will be announced Nov. 25.
The Olds-area songwriter and performer was one of 12 Alberta artists chosen from over 100 to take part in the program designed to kick-start the international music careers of three emerging Alberta artists annually.
The $4.9 million, seven-year project is administered by Alberta Music (Alberta Music Industry Association) and funded by Calgary radio station WILD 953, through CRTC-approved Canadian Content Development Funding.
In the nearly half a year participating in the program, Farr said he has learned much about the industry.
"It was five months of hard work and such a positive learning experience," he said.
He applied for the program in April and was selected in June as one of 12 artists to participate.
The journey really began, he said, upon completing an orientation where he met his fellow competitors and learned of the expectations program organizers had.
He and the other artists were given $5,000 to develop an initiative that would further them in the music industry.
"We were judged on how we spent that money."
Then came four challenges that included development of their musical identity, a charity challenge, merchandising and audience engagement.
For the charity challenge, he and his wife Jody spearheaded a campaign to collect vegetables for the Calgary Food Bank in August.
Anyone with spare vegetables were encouraged to drop them off a collection point at Westview Co-op in Olds and locations in Crossfield and Airdrie.
The challenges "definitely got me out of my comfort zone," said Farr.
Then it was off to boot camp.
During the week-long event in B.C., Farr learned more of the business side of the industry, had to co-write a song, perform it and have it recorded.
"The camp was a great experience. You're with like-minded people all the time and you grow from that," he said.
Back in Alberta, the showcase events started in the fall.
His performance in the showcase was judged as part of the program.
"It was about your vocal ability, musicianship and what they call the x factor and what do you have that you're bringing to the performance."
He submitted a final report in October that included all the things he did throughout the program as well as a budget for how he would spend the money, should he be a top three finisher. Winners are expected to use the prize money to further their careers.
"They also make you do a plan B. What are you going to do if you don't win the money?"
When he started in the program, he said he didn't have any idea where he fit into the industry.
In 2016 he was the co-winner of the 96.5 CKFM Star Search contest which allowed him to record the single Slow Burn with Mark Troyer of Evergreen Studios in Calgary.
According to his website, it was during some of Alberta's saddest days that inspiration struck the songwriter.
When a heartfelt video of a song he wrote for Albertans went viral, Farr gained a lot of attention and momentum. He was driven to record We Are Alberta to have it available for anyone who needed it, with a portion of proceeds being donated directly back to Ft. McMurray and it's fire relief efforts. Aaron Young produced the single and was instrumental in getting this song out to the people.
During this time, he was honoured to be a part of several amazing fundraising efforts for Ft. McMurray where he shared the stage with great artists like Duane Steele, Drew Gregory, and Blake Reid.
So where does Farr into the industry now that he's completed the program?
"I enjoy performing. I enjoy talking about my songs so like in a singer/songwriter performance where I can really connect. Does it have a fit in radio? I don't know," said Farr. "To do a cabaret and do cover songs, I don't really want to do that."
For the time being, he'll keep playing his own songs, taking gigs, and enjoy the ride.
"It's all a work in progress," he said.
