If you listen closely, you can often hear echoes in the Blue Ridge Mountains surrounding the Roanoke, Virginia, Region.

Sure, you’ll hear birds chatter, hikers murmur or mountain bikes clatter. But more and more you’ll hear music.

Bluegrass. Classical. Country. Rock. Gospel. Jazz. Blues. Funk. Hip-hop – you name it. Whatever your taste, we’ve got it here.

A combination of new venues, diverse demographics, affordable entertainment, community leadership and proximity to music roots are all reasons why the Roanoke Region is drawing artists from throughout the nation – and growing throngs of fans.

“Music lovers in Roanoke are creating a culture that transcends this region,” explains Robyn Schon, assistant general manager of the Roanoke Civic Center, which in the past few months has hosted diverse artists ranging from Celtic Woman to Keith Urban to ZZ Top and Dokken.

“Bands and artists of every genre are surfacing in this community; music venues are taking greater financial risks by booking more eclectic performers; and the demographics in this area are diverse enough to ensure that every genre of music will have a decent audience,” Schon says. “As a result, the region is being recognized for the artistry and diversity of the music available here.”

And the music isn’t just in large venues. There’s music on mountains, at wineries, at festivals, in clubs and restaurants, in concert halls seating a few dozen, even on top of the Blue Ridge Parkway.

“Live music is always central to the perception of whether a community has a healthy cultural scene or not,” Schon says. “I think the fact that people are talking more about the increased number of concerts, the variety of music venues hosting good music, and the diversity of music genres makes our music scene thrive.”

A big factor, local music experts say, is the rise of a creative community dedicated to putting the region on the music map. Developer Ed Walker built the Kirk Avenue Music Hall, a downtown venue with a no-nonsense interior that’s attracting both up-and-comers and industry veterans.

Music promoter Gary Jackson, who brings in acts for Kirk Avenue Music Hall, credits live-music lovers, transplants like himself and long-time residents such as Walker, restaurant owner Jason Martin and Dylan Locke, the artistic director at Jefferson Center who owns DLP Concerts with his wife, Heather Krantz.

“There are many who are very engaged in bringing talent to the region,” Jackson says.

Through Jackson’s nationwide connections, he’s moved music from beyond the walls and into the community. The initial Down by Downtown music festival attracted thousands to Roanoke for an eclectic mix of rock, pop, jazz, classical, hip-hop, Americana and more throughout the city, culminating in an outdoor riverside concert.

“This one could be huge when it’s all said and done,” Jackson says.

Meanwhile, the Jefferson Center continues to attract sold-out shows. The building also hosts the Music Lab, a recording studio for budding musicians.

And even long-time organizations such as the Roanoke Symphony Orchestra are mixing it up. The RSO is bringing in Liza Minelli, Blake Shelton and Boz Skaggs, among others, to introduce symphony to different audiences.

“We believe strongly that the greater role of a symphony orchestra in any community is to serve the community with great live performances,” says Beth Pline, executive director. “Our versatility, and the caliber of our musicians and programming, means we can bring a unique and powerful experience to music lovers of many kinds. … People need these experiences -- they want and need live music!"

Then there’s the influence of the Crooked Road, Virginia's Heritage Music Trail, which comes through the Franklin County area of the region.

“The Crooked Road is a big reason that the Roanoke Region is being put on the map,” Schon says. “Bluegrass, folk, Americana -- those are the roots of this region. It's no longer uncool to be a young person and listen to bluegrass.”
The Crooked Road was established in 2004 to promote tourism and economic development by celebrating Southwest Virginia's bluegrass and old-time mountain music traditions. The winding, 250-mile corridor covers 10 counties and three cities. Its new executive director, Jack Hinshelwood, is an award-winning fiddler from the greater Roanoke area.
The recent high notes are prompting local music supporters to think big. Is the region on the cusp of a true music destination?

“Yes,” promoter Jackson says emphatically. “I see a vibrant music scene that’s alive with people and great music all year round.”

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