Colorado XOs And RugbyTown In The Spotlight

Colorado XOs And RugbyTown In The Spotlight

Two Players Signed By MLR Teams And New Docuseries Slated For Worldwide Distribution

by Laura Lieff

Athletic Prowess: Former XFL defensive tackle Gelen Robinson plays hooker for the Colorado XOs and has been signed to the LA Giltinis for the summer.(Photo by Seth McConnell)

In January 2021, Glendale formed the biggest, fastest, and most athletic rugby team in the world called the Colorado XOs. But instead of populating the team with athletes who have been playing rugby their whole lives, this team was comprised of elite American players from other sports. What these players lacked in rugby experience they made up for in size, strength, and speed as some played in the NFL, XFL, or CFL. The athletic prowess was definitely there but the question was whether or not these men could learn to play and excel at rugby.

“The US rugby player pool is pretty limited, so we believe the only way to add depth to that pool quickly is to recruit players from other sports,” explains Glendale City Manager Linda Cassaday. “That was the idea behind our Crossover Academy — find the best athletes from other sports and teach them the game of rugby.”

With the goal of finding American athletes whose talent outweighed their lack of experience, Glendale signed 30 players who showed enough potential to ultimately help the United States win the World Cup. When Glendale made the controversial decision to leave Major League Rugby (MLR) — due to the organization’s choice to use foreign players rather than American players — many naysayers scoffed at the strategy.

Introducing New Faces To Rugby

Standout Player: At 6’ 8’’, Shawn Clark shows off his natural aerial skills in the lineout. Clark will also play for the Giltinis this summer. (Photo by Seth McConnell)

Now, just a few months later, two of the crossover players — Gelen Robinson and Shawn Clark — have signed with the LA Giltinis, an MLR team based in Los Angeles, California. Giltinis General Manager Adam Freier says he was delighted to sign two promising American talents and strengthen the club’s links with the Colorado XOs.

“Gelen has a unique skill of multiple disciplines as an athlete, from wrestling, football and basketball, while Shawn is one of those athletes that has an incredible engine, who could play multiple positions,” Freier explains. “They are both great signings and young men, which is a real credit to the Colorado XOs coaching staff and officials.”

Both Robinson and Clark took their first strides in the game over the past 19 weeks in this unique crossover experiment to coach talented football, basketball, and track athletes into potential professionals for the USA Rugby player pool.

“We at the Colorado XOs and the City of Glendale are extremely proud of both Shawn and Gelen,” Colorado XO Director of Recruitment Peter Pasque says. “They’ve done everything we’ve asked of them and more. We also would like to thank the LA Giltinis for taking an early interest in our program.”

Although Robinson and Clark will be playing for the Giltinis this summer, Pasque makes it clear that the players are only on loan. “The reason we are releasing these athletes to play for other teams for two months is because it will be a positive experience for them which will work out in the long run for our team.” After spending two months in Los Angeles, both players will return to Glendale in August to train, practice, and play for the Colorado XOs.

Successful But Challenging Experiment

While a 5-5 record may not sound impressive on paper, the XOs spring season record is admirable considering this group of men had never played together before nor had they ever picked up a rugby ball.

“We’re trying to bring in the best athletes and teach them the fundamentals,” Pasque explains. “The fact that we have only been working with these guys for 19 weeks and already have interest from the United States National Team speaks for itself.”

But there are still a few issues to address. While many individual players are thriving, others have succumbed to various injuries that Glendale did not anticipate.

“Overall this recruiting experiment has gone well, but there have been some unexpected challenges,” says Cassaday. “The injury rate was astounding and definitely took a toll on the team but we’ve learned from that, analyzed the injuries, and are understanding how to avoid them in the future.”

One of the most significant adjustments some XO athletes, especially those who are former football players, had to make was learning how to play without a helmet or pads. Cassaday says that aspect has been a major part of the learning curve when it comes to tackling and overall movement.

“Initially, all we could evaluate was their physical stats,” she explains. “Some players were not invited back because they weren’t able to make the change to rugby so there are definitely recruiting changes that will be implemented for the fall season.”

Pasque adds that individually the majority of the athletes are doing well but there is significant work to be done in terms of the team as a whole. Of the 30 players recruited, he says that approximately one third were cut, one third are serviceable, and the rest have the potential to develop into elite rugby players that can make a difference in the World Cup.

“At the moment we’re seeing more individual successes than team successes but we’re going in the right direction and learning quickly,” he explains. “This whole thing, which was sponsored by the City of Glendale, has a great mission and purpose and we are taking steps to make it even better.”

Worldwide Docuseries Release

Film Crew: A behind-the-scenes look at the making of the docuseries that will be released to a global audience in the coming months.

Further exemplifying the significance of Glendale’s crossover experiment is the attention it has garnered from Spring Media, an international full-service sports media agency, along with Rugby Factory TV. The two entities have partnered in the worldwide distribution of a new documentary series about Glendale’s crossover program. Slated for global distribution this fall, the first season of the docuseries (appropriately called RugbyTown) will show how the Crossover Academy has been recruiting NFL-quality American athletes and training them full-time in a residential high-performance environment.

“RugbyTown USA’s mission is to help the United States win the Rugby World Cup within the next decade,” says Glendale Mayor Mike Dunafon. “The rugby world has long seen America’s greatest athletes on the football field or the basketball court, but now the RugbyTown Crossover Academy is training those athletes to play rugby at the highest levels internationally.”

He continues, “We are delighted to be working with Spring Media to offer the RugbyTown series to the world so that viewers can get to know the players and coaches who have set out on this incredible life-changing and historic journey.”

According to Spring Media Commercial Manager Craig Neilson, the docuseries is “tailored to both the global sports audience and those looking for high-quality entertainment in general.” The premiere season will feature 10 episodes ready for distribution on August 1, with season two dropping at the end of 2021.

Documenting The Action: Slated for release this fall, RugbyTown will showcase how Glendale broke new ground by training elite American athletes how to play rugby.

“With our embedded production team, we’ve captured the players’ transformation from individual athletes into a cohesive rugby squad,” says Patrick Guthrie, Co-Founder & Chief Content Officer at Rugby Factory TV. “RugbyTown is the story of these extraordinary young men, their coaches, their families, and their mission to win the World Cup, all told by the players and coaches themselves.”

Upcoming Season

Looking ahead to the fall, the focus of the XOs will be competing against teams in South Africa — a country where rugby is extremely popular and the competition is intense. The plan is to do a three-week tour, play as many games as possible, and train with high level clubs — especially the Sharks and Blue Bulls which are two of the top South African rugby teams.

Stateside, Glendale is working on compiling a fall schedule for rugby enthusiasts to look forward to at Infinity Park. Cassaday says they are hoping to play against D1 programs, MLR academies, and teams like the Blue Bulls who are willing to travel to compete.

Frontline Footage: Rugby Factory’s film crew has been documenting the Crossover Academy’s progress over the last few months.

Although rugby is clearly a significant part of the Glendale culture, Cassaday says that ultimately the program is part of the City’s economic plan to put Glendale on the map. By attracting visitors to enjoy all the bars, retail, restaurants, and hotels Glendale has to offer, she hopes that other rugby teams will want to visit and train here as well. Additionally, Cassaday says that the idea is that if Glendale invests in travel to play and train with foreign teams, the foreign teams will reciprocate.

Fans can look forward to watching the XOs play in the RugbyTown 7s tournament August 20-22 at Infinity Park. For more information and updates, visit www.infinityparkatglendale.com/colorado-xos.

 

 

Glendale Forming Mega Rugby Team To Take On The World: Will It Work?

Glendale Forming Mega Rugby Team To Take On The World: Will It Work?

by Laura Lieff

Glendale is forming the biggest, fastest and most athletic rugby team in the world. The question is whether the team will be able to win rugby games. Glendale has had men’s, women’s, and kids’ rugby teams for almost a fifth of a century and its teams have won various national championships. In 2017 it formed a professional men’s team and was one of the founders of Major League Rugby but dropped out last year when the leadership switched over its emphasis to foreign born players over Americans.

Super Athlete: NFL Combine sensation and social media star Terron Beckham is one of many star athletes that will be playing on the mega rugby team to take on the world’s best teams.

For many years, a goal of the rugby union has been for America to be able to field a highly competitive team that could take on the top teams in the world in the quadrennial Rugby World Cup, and thereby open up rugby to the enormous American market. The international governing body for rugby union, now named World Rugby, contributed millions of dollars to the American governing body USA Rugby to produce such a team which has proven to be an unmitigated disaster. USA Rugby went into bankruptcy and the American team, called the Eagles, was so pitiful at the last World Cup that it tied for last among the 32 national teams. The Eagles did not win a single game, losing to the likes of the national team for Tonga. That island nation has a population of a little over 100,000 which is one tenth of the population of Rhode Island.

That was the last straw for Glendale Mayor Mike Dunafon who played rugby in the Caribbean after briefly playing professional football with the Denver Broncos. He decided to form an all-American team with players who were in the XFL, CFL or NFL, or were top athletes in other sports, who bring the size, strength, and speed to potentially play rugby at a high level.

But will it work? Can you take great American athletes who have never played rugby and turn them into a team that can take on the very best at the sport whose players have played rugby almost their entire lives? It is the ultimate “nature versus nurture” battle in sports.

International Criticism

Many in the international rugby world think that Glendale and Dunafon are crazy and that is being kind. They believe that the only way to rugby excellence is through youth programs which is the way it is done in the rest of the world. Unsurprisingly, the new Glendale program has received far more press attention overseas than in America. One of Britain’s largest newspapers, The Guardian, has written extensively on Glendale rugby.

The comment sections on international coverage say it all. Referring to a longtime New Zealand-born rugby coach, one commentator said: “Andrew Douglas is absolutely correct in saying [American] football players make sh*t rugby players.” Another commentator declared, “Teaching a dude rugby at age 25 is sheer stupidity.”

Another critic opined, “This [Glendale] way of thinking just blows me away. It is such an arrogant statement to think that America has such great athletic prowess that is can overcome their inherent lack of rugby IQ. Another believes that not only would Glendale be crushed by the New Zealand national team (called the All Blacks) but any of its better amateur teams would win ‘by 100 points.’”

But Dunafon does not care about the criticism. He stated: “It is highly unlikely that rugby is going to be able to supplant football and soccer in our schools anytime in the near future. The youth program approach has resulted in America being crushed by tiny nations like Tonga in the World Cup. We are going to try a different approach as the traditional method has not generated any success. We will just have to find out whether taking the road less traveled by, can make all the difference.”

Scouting And Recruitment

Practice Underway In Glendale: From left to right, Leonard Sagapolutele, Gelen Robinson, and Chase Stehling are practicing their front row technique.

Glendale’s scouting and recruiting efforts have been impressive. Glendale’s Director of Rugby Mark Bullock and his staff have reviewed over 4,000 athletes across the country and 30 were vetted and invited to November tryout.

“We’re recruiting highly articulate, motivated, intelligent athletes,” Bullock adds. “The mix that creates success is a dedication to the purpose of the team, combined with athleticism. I’ve been pleasantly surprised, thrilled actually, with the caliber of people we’ve recruited so far.”

At this point, 29 players have contracts and Glendale is looking for a total of 40. According to City Manager Linda Cassaday, recruiting will continue until that number is reached.

“We wanted to train these athletes in a full-time training environment and that’s exactly what we’re doing,” explains Cassaday. “Making rugby their full-time job is going to positively impact the players’ ability to learn and play the sport. Not everyone will be successful but we’re hoping that most of them will be.”

Funding

Tall Glass Of Water: Vincent Boumann has played professional basketball around the world and will play lock for the XOs.

The City is funding the estimated $3 million annual cost of the project and seeking sponsors. Players are paid $1,500 a month, are living rent-free in two-bedroom apartments, and are being provided three meals a day and insurance coverage.

“No one has ever done this before,” says Cassaday. “Other organizations can keep doing what they’ve always been doing which is training youth and then continuing that training through high school and college. We’ve chosen a different pathway and are excited about it. This program is part of our economic development plan. It puts Glendale on the map and brings visitors in to enjoy all the bars, restaurants, hotels, and retail we have to offer.”

Players Under Contract

Players who have made the team and signed contracts include:

Vincent Boumann: a 6’9”, 265-pound basketball player who was a center for Western Oregon University and who has spent the last several years playing professional basketball around the world.

College Star: 6’4” 285 pound Casey McDermont-Vai is joining the Glendale team after starring as a tight end at Texas Christian University and playing for the Seattle Seahawks of the NFL.

Gelen Robinson: a 6’1”, 285-pound defensive tackle from Purdue University’s football team, who also played in the Canadian Football League.

Gelen Robinson: a 6’1”, 285-pound defensive tackle from Purdue University’s football team, who also played in the Canadian Football League.

Taniela Tupou: a 6’2”, 295-pound former NFL and University of Washington player.

Casey McDermott-Vai: a 6’4”, 285-pound former Texas Christian University tight end who had a short stint in the NFL with the Seattle Seahawks.

DJ Stewart: a 6’2”, 225-pound athlete whose background includes both football and bobsledding for Olympic Team USA.

Terron Beckham: a cousin of Cleveland Browns wide receiver Odell Beckham Jr., who ran a 4.47 second, 40-yard dash and had a 47-inch vertical jump at the NFL combine. Beckham has 529,000 followers on Instagram.

Glendale is continuing to bring recruits in for evaluation and hopes to have Brock Lutes in for an evaluation this week. The 6’4”, 215-pound former college point guard recently tried out for the NFL’s San Francisco 49ers.

Looking Ahead

While the RugbyTown Crossover Academy is a new experiment, the caliber of players is garnering attention. According to Team Manager Peter Pasque, the Colorado XO (named for crossover) players are as big and fast as some NFL teams.

Pending Covid-19 restrictions, the first Glendale XO home game is scheduled for Saturday, April 3 at Infinity Park. Although no fans will be allowed to attend due to the pandemic, the game will be streamed live.

Whether Glendale can pull off teaching former basketball, football, baseball, and track stars how to play rugby remains to be seen. But if the video on the Crossover Academy website is any indication, these athletes are focused, fast, strong, and ready to play.

For more information visit www.crossoveracademy.infinityparkatglendale.com.

 

Glendale Hosts Rugby Crossover Camp To Attract Elite Athletes

Glendale Hosts Rugby Crossover Camp To Attract Elite Athletes

by Laura Lieff

Elite competitors will have a new avenue to showcase their athletic talent. Taking place November 17 through 21, Glendale is hosting an invitation-only crossover camp that is designed to attract top athletes from non-rugby sports and teach them how to play rugby. The brainchild of Glendale’s Director of Rugby and Manager Mark Bullock, the crossover camp will focus on recruiting American athletes who could become star rugby players.

Photo by Justin Purdy

“The majority of elite athletes in the USA were playing university sports and then would go on to the NFL, NBA, NHL, or the Olympics for track and field, wrestling etc., if good enough,” Bullock explains. “The thought was, why not recruit those elite athletes to rugby once they have completed their university eligibility and/or were cut from professional teams.”

According to Bullock, other rugby teams are at the top of the world rankings because they have elite athletes playing for them. Conversely, the USA has done poorly in the Rugby World Cup over the years because the competitors have been good rugby players but not top athletes. He adds, “We want to change the equation. In the past, our top USA Men’s National Team players have all come from other sports.” By effectively converting elite athletes (who have previously been in scholarship university sports programs) into rugby players, Bullock hopes to mold them into World Cup-worthy competitors.

New Method Of Recruitment

For those unfamiliar with the rugby world, and to use pop culture as an example, the notion of an athlete crossing over from one sport to the other has historically gone well. In The Cutting Edge, a college hockey star trains hard and becomes a gold medal-winning Olympic figure skater and, in Cool Runnings, track runners work hard and become a competitive bobsled team. But in real life, some might question whether or not a former track star, or former hockey, basketball, or baseball player can turn into a competitive rugby player. Based on the trial camp Bullock ran in 2018, he is confident it will work.

“We trained for a week and then played in the Aspen Ruggerfest where we lost our first two matches but improved each game,” he remembers. “The last two matches we won quite readily as the players got better acquainted with the game, and how it is played, demonstrating that we can make the transition. Now our goal is to transition the players into a professional team to ultimately compete in a foreign competition and develop players for the USA National Team.”

In preparation for the crossover camp, Bullock and his staff created a database comprised of approximately 3,000 athletes from collegiate football, basketball, wrestling, track and field, along with players from the NFL, XFL, CFL, and other sports. Additionally, similar to Cool Runnings, Bullock and his staff have worked with the USA bobsled program and learned about how they recruited crossover athletes for their program. By researching university athletic program websites, coach contacts, NFL websites, and team sites, they were able to accumulate a comprehensive list of athletes and then watched video, spoke to coaches, and found methods to contact the players who fit their criteria.

Photo by Seth McConnell

Intriguing Sport

When asked whether these athletes are excited about rugby or if they know anything about the sport coming into the camp, Bullock says that so far, he has seen a mix. He explains, “Some have played, some have seen the sport, and others have just heard of it. One example is a wrestler, who recently graduated from Stanford, told us he was intrigued by the sport and really liked the ‘pile of guys in the middle,’ referring to a scrum. And he wanted to be right in the middle of it.”

Another example comes straight from the Glendale coaching staff. Defense Coach and Director of Amateur Rugby Luke Gross was a Division One basketball player on scholarship at Marshall University and was randomly asked to play rugby while he was a graduate student. He accepted the offer and within a year he was on the USA National Team, earned a contract to play professionally in Europe, and ultimately played 12 years as a professional rugby player in England, Wales, and Italy.

Talent Goes A Long Way

Overall, Bullock’s goal for the crossover camp is to offer players professional contracts following the camp, and for these players to develop to the point where they are able to represent the USA and make the team a contender at the Rugby World Cup. He says he expects a minimum of 40 athletes to attend the camp and contract offers will depend on performance during the camp.

“This is an experiment and we have a hypothesis that we can convert crossover elite athletes to become a high-performing rugby team,” Bullock explains. “Not all hypotheses work out 100 percent but we will adjust and learn along the way, just as the athletes we will be introducing to the game will learn.”

Photo by Seth McConnell

Glendale Mayor Mike Dunafon Awarded U.S. Rugby Foundation’s Lifetime Achievement Award

Glendale Mayor Mike Dunafon Awarded U.S. Rugby Foundation’s Lifetime Achievement Award

by Laura Lieff 

United States Rugby Foundation has recognized Glendale Mayor Mike Dunafon with its prestigious Lifetime Achievement Award to be presented to the mayor August 2020.  

Lifetime Achievement: Glendale Mayor Mike Dunafon is receiving the prestigious Lifetime Achievement Award from United States Rugby Foundation in August 2020. He is shown here in Chile back in 2001 while he served as Manager of the United States U-19 National Team. 

Dunafon was a football, rather than a rugby standout, in his youth. He was a star running back at Golden High School and then played at the University of Northern Colorado (UNC) where he played H-back and wide receiver. Many of Dunafon’s receiving records are still intact at UNC. He was signed on as a wide receiver by the Denver Broncos in 1976, but injuries curtailed his professional career.  

In 1978 he traveled down to the Caribbean island Tortola, in the British Virgin Islands, where he was introduced to one of the islands’ favorite sports — rugby and he fell in love with the game’s continuous play and the camaraderie between players and teams. 

Dunafon has stated that: “Rugby has had an incredible impact on my life; it’s an extended family that welcomed me instantly as I took to the pitch for the first time and it has since instilled in me an inherent respect and acceptance for people.” He went on to note, “I knew that if I could share that experience with my community, we could create something truly extraordinary that exceeds the bounds of race, religion, sex and economic standing.” 

Island Paradise: Mike Dunafon, pictured here in a promotion for Village Cay Marina in the Caribbean island Tortola in 1978, the year he was introduced to the sport of rugby. 

He played for British Virgin Islands RFC until 1992 when he moved back to Colorado. He also has a USA Rugby Level 3 coaching certification. From 2000 to 2001, he was the Manager of the United States U-19 National Team, taking them on three international tours to Australia, a World Cup Qualifier in Trinidad, and the 2001 Junior World Cup in Chile.  

“Rugby continues to be a big part of my life and has become part of the Glendale lexicon since Infinity Park was established in 2007,” says Dunafon. “I’m thrilled to be honored by the U.S. Rugby Foundation and look forward to the August award event.”  

As the only municipally-owned, rugby-specific stadium in the United States, Infinity Park has hosted teams from all over the world. According to U.S. Rugby Foundation Executive Director Brian Vizard, Dunafon’s “biggest impact on rugby in America is the development of RugbyTown USA in Glendale, Colorado.” 

On May 30, 2007, then Governor Bill Ritter officially proclaimed Glendale to be the “Rugby Capital of Colorado.” 

Vizard went on to note: “As Mayor of Glendale, Mike’s vision was to revitalize a community by embracing the ethos that he saw in rugby — the camaraderie, sportsmanship, and commitment to community. Infinity Park is widely considered to be the finest rugby training facility in the country. I have seen the growth of RugbyTown over the years and am truly amazed by what Mike and the City of Glendale have been able to accomplish.”  

Adds Vizard, “We look forward to . . . recognizing Mike with a Lifetime Achievement Award for his over 40 years of service to the sport.”  

Glendale has various men’s, women’s and under 19 teams as well as junior programs for kids of all ages. The Glendale Raptors recently withdrew from Major League Rugby wanting to concentrate on developing top players for the national team known as the American Eagles. With regard to the same, USA Rugby has moved from Boulder to Glendale which should greatly assist such an effort. 

Dunafon who was reelected for another four-year term as Mayor of Glendale in April 2020, indicated that: “Glendale’s role in the world of rugby will keep on growing. As much as we have achieved over the last decade it is just the beginning. We hope that every kid who plays rugby will want to someday visit and play in RugbyTown U.S.A.” 

For more information, visit www.usrugbyfoundation.org.  

Glendale City Councilman Storm Gloor Co-Organizes Amplify Music Conference

Glendale City Councilman Storm Gloor Co-Organizes Amplify Music Conference

by Laura Lieff

Although Storm Gloor is known around Glendale as a city councilman who enjoys running and spending time with his family, he is also an Associate Professor for the University of Colorado, Denver’s College of Arts & Media and a devoted music fan. He was involved in the music industry for 14 years and, more recently, has been conducting research and developing courses based on Music Cities topics. Unbeknownst to Gloor, Dr. Gigi Johnson, from UCLA’s Herb Alpert School of Music, was conducting similar research of her own.

Storm Gloor

“Five years ago I developed the first (from what I’ve been told) Music Cities course offered in higher education and Gigi developed Music Cities curricula more recently,” Gloor explains. “I led a Music Cities research project with my students for the city of Arvada and with Cheyenne, Wyoming. She led at least one with Los Angeles and has done some amazing things.”

Gloor and Johnson initially met at a Music Biz conference, became friends, and then realized that they were both doing related research at their respective schools.

“Our collaboration began with this project starting late last year,” says Gloor. “Gigi is awesome and when she suggested that we work together I jumped at the opportunity.”

When the two professors combined their efforts, they investigated 71 cities that had commissioned studies and analyzed each city’s music ecosystem. Their extensive research was accepted for presentation at this year’s South By Southwest — an annual gathering of film, interactive media, and music festivals and conferences in Austin — where they were slated to discuss connecting ideas between groups of organizations. As Gloor and Johnson planned their conference and strategized topics to cover, they realized that people and organizations all over the world were doing similar work. So they introduced those people to one another and put them on panels together. And then COVID-19 changed the world and everything was canceled.

Amplify Music Emerges

In an effort to ensure that their message was still heard, Gloor and Johnson organized a virtual gathering of stakeholders in the music economy who would focus on how communities and their ecosystems would endure the world shifting and discuss the short- and long-term effects on the music industry. The virtual gathering — now known as Amplify Music 2020 — became a 25-hour session that took place on April 23 and 24 with a new mission: bring together diverse music leaders and creators to learn and share from local artists, venues, creative communities, and support networks to address the challenges of COVID-19.

Featuring over 100 speakers and 11 central themes, the virtual event centered on the immediate future of music and how to prepare for the industry’s “new normal.”

“I think the most significant outcome is that we brought so many folks together so quickly to collaborate, share, and put the information out there to educate and provide a resource for anyone in need,” Gloor explains. “Hopefully we’ve contributed to getting through this as best we can.”

Major themes Gloor and Johnson highlighted were resilience, community, and recovery. Because the music business has historically been forced to repeatedly adapt due to disruptions caused by ever-changing technology, Gloor feels that the industry will survive the current disruption as well.

“Commercial radio did not stop people from going to see live music, home taping did not kill music, and post-Napster music consumers pay for music despite the prediction that they never would again,” he says. “In every case the industry was resilient, albeit with forced changes to the economic models. And it will be again. Music is too important to so many of us.”

Gloor continues, “That being said, all of those previous disruptions have generally been due to changing technology. We’re messing with a human virus now. Science, health and medicine, psychology, sociology, and even politics are now involved. The business will recover, though it will be painful. And the solutions, over at least the next 18 months, will now have to be sought through those lenses as well.”

What’s Next

While this unprecedented crisis is affecting most industries across the world, Gloor is confident in the resilience of the music business but acknowledges that the landscape will be different. That insight is why the conference’s format transformed from various sessions over the course of a month to 25 consecutive hours of discussion.

“There’s no doubt this has been catastrophic for the industry, particularly the live music industry,” Gloor says. “It’s tragic irony because that’s the sector that was perhaps thriving the most. For many artists it had become their main source of revenue, since sales of recordings had diminished so much and streaming has generated only a fraction of what recordings did. By the same token, live music venues were thriving. Attendance records were broken, shows were selling out more often, jobs were being created, and new venues were opening or upgrading. And then COVID.”

Though looking ahead is difficult, as the music business has already experienced significant blows with live music cancelations and venues closing indefinitely, Gloor is already seeing industry people coming up with ways to make do.

He adds, “Many folks, on both the business side and the artist side, are quickly getting creative just to stay afloat and are definitely working together. That was clear from the conversations during the conference.”

For more information on Amplify Music, and to see video recordings of all the sessions, visit www.amplifymusic.org.

Glendale City Councilman Storm Gloor is also an Associate Professor at UCD’s College of Arts & Media.