WATCH: One of the world’s most influential cultural magazines put a spotlight on Victoria this week. Rolling Stone magazine featured a story about the city’s vibrant music on its website Friday. Isabelle Raghem reports.
Victoria has received a global shout out from Rolling Stone magazine.
"It means there's millions of eyeballs globally that will learn about Tourism Victoria and Victoria as a destination," said Tourism Victoria Chief Marketing Officer Paul Hawes.
The six-minute video documentary shot by Rolling Stone was a result of a Destination Canada's "Connecting America," a marketing program to attract more American travellers to the country. It's a program tourism Victoria has invested $50,000 overall to join.
"It's all tying in and bringing more money in the visitor economy here in Victoria," said Hawes.
Watch the Rolling Stone video below:
This isn't a first for the city. Last year, Victoria was featured in Vogue Magazine and the Toronto Star.
While the feature puts a global spotlight on the city, long time drummer Barry Casson says there's always been a thriving music scene here.
"From what I've seen there are some great players in this town, you just don't see them all the time," said the Tempo Trend music teacher.
Casson, who toured with his good friend David Foster and played for legends Chuck Barry and Bo Diddley, says it's time the city gets recognition.
"Years ago, what came out of Seattle was a grunge sound, so maybe our sound in Victoria is starting to get noticed more places," said Casson Friday.
The Rolling Stone feature comes a month before Rifflandia, one of the city's biggest music festival.
"I think Seattle is definitely a great, somewhat untapped market for us," said the event's organizer Nick Blasko of Atomique Productions.
Organizers say local talent could benefit from bigger American audiences.
"We have an amazing crop of artists here," said Blasko, "What we lack is a population to support a typical music industry but it is getting better every year and what it's allowed is for some local artist to get massive followings."
Only time will tell if the article will hit a high note with music fans south of the border.