50 Days YYC, a festival project started by Calgary Musician Ruben Young in August 2015 was created and launched to showcase new music artist at different local venue around Calgary in partnership with local brands and vendors each night for 50 straight days throughout the summer. As the first project of it’s kind in the city they were looking to promote the festival with an eye catching series of illustrated posters that embodied the excitement and sentiment of embarking on the new live music concept.
(click for 50 Days YYC video clip)
I first met Ruben a year prior to the launch of the 50 Days YYC project on his wild personal endeavour of playing 50 straight days of shows himself in a variety of performance settings across Calgary during one of the last nights. This was what fuelled and brought the larger scale festival to life the following year that was inclusive of an array of musical genres and styles.
The evident element of determination and drive to embark on a city wide mission of partnering with local venues and businesses to create a brand new concept of live music for 50 consecutive days was incredible. Not only does that kind of vision say a lot about Ruben as an artist and person but it also shows how dedicated he is about music reach as an effective means of strengthening the community. I was invited to be part of 50 Days as Chin Up, White Leaf and saw how much time and dedication he and everyone involved in the process put in each day. I’m sure team members put off sleep to prepare and pull through for days and events for days ahead. I consider myself lucky to have gotten to know him and watch even from afar now with that context as Ruben continues to bring that same strength of mind and grind into his solo music career raising the bar with each release.