In April of 2009 we launched 1loveto.com as an online destination for everything Toronto, including art, culture, community, entertainment and of course our music scene. The site quickly became the go-to website for new music emerging from our city. It was a launching pad for new artists that otherwise weren’t getting exposure.
Tyrone "T-rexxx" Edwards & Bryan Brock (Co-Founders of 1LOVETO) - Wrong Bar 2008
For example, a small 3-piece hip-hop/electronic band known as Keys N Krates was beginning to make noise back in late 2008. In fact, 1 LOVE T.O. actually threw their first big show in Toronto on June 21st 2008 at the now legendary Wrong Bar. Ever since that live show we knew the guys (Matisse, Jr. Flo and Tune) were on to something special, and we wanted to share their sound with our online community.
Fast forward to July 10, 2009 when blogTO interviewed Keys N Krates and asked “What can Toronto learn from other cities you play in now?”
Jr. Flo: Toronto is a pretty open-minded, and international city and truthfully I've been really stoked about the support we've received. However on a whole they could learn to support their own artists a bit more. It has been rather weird to watch Toronto sleep on their own artists who've eventually won them over after blowing up south of the border. I remember people sleeping on Drake at his release party 2 years back and myself and this other Toronto DJ (shout out P-Plus) were shaking our heads in disbelief and saying to each other how these people had no clue what this dude was doing and about to accomplish. Now all those same people are all on the nuts which is kinda funny.
Other cities - particularly in the US and in Europe - blow their own artists up first and then other places hear about it and embrace it. Toronto could definitely learn from that sense of pride and community. There definitely are influentials who have taken it upon themselves to bolster quality hometown talent: 1LOVETO, Craig from YYZ, Ty and Rez (OTA Live), and other people. I have nothing but respect for all those guys cause they're definitely making an impact and increasing Toronto's love for it's own talent.
We didn’t know it at the time, but 1loveto.com was becoming an influential source that brought validity and mass exposure to a collection of talented artists that inevitably helped shape our city’s sound.
Read the full article here: http://www.blogto.com/music/2009/07/call_response_keys_n_krates/
Posted by Bryan Brock