Page 47 - Blues Festival Guide Magazine 2022

By Kaati Gaffney Michele Lundeen was the founding editor of the Reno
This year we celebrate the 20 anniversary of the Blues Blues Society, where she says she became, “truly even more
th
Festival Guide. Looking back over the past two decades, I am immersed in the backstory of the genre, the plethora of artists
so proud of what our little magazine has become and the and the worldwide blues family.” She was − and still is − a
contributions it has made to the blues. To honor this milestone, graphic designer and blues/rhythm and blues singer, who
earned the nickname the “Queen of Steam” from a local DJ.
we share all our past covers, as well as a brief history of the
magazine and the gals who started it all. She knew the music, the people and the industry, as well as
the know-how to create a publication.
In 2003, I was living in Reno, NV, working on a small
Michele recollects, “When Kaati reached out to me about
guide for Northern California reggae festivals that I had helping to create a blues festival magazine and serving as the
started eight years beforehand; a guide for fans to find editor, I said, ‘Hell yes!’ The magazine is such a terrific idea,
comprehensive information about all their favorite reggae and has been a labor of true-blues love. I was honored to be
festivals. I modeled the format after the marina guide my the magazine editor through 2014 and have been the weekly
dad’s boating publication produced each year, listing all the e-Guide newsletter editor since 2012. I consider Blues Festival
marinas in the Sacramento Delta and their amenities. Guide an integral part of my family for real.”
My blues-lovin’ boyfriend casually said, “I wish they had So that spring of 2003, we printed dozens of our mocked-up
something like this for blues.” My ears perked up immediately cover featuring Taj Mahal, figured out our rates and circulation
and the gears started turning. I knew there were great blues (we started out with 50,000 copies for the first edition), and
publications out there, but was intrigued to learn there was a sent Nancy to Memphis to the International Blues Challenge.
need for a free circulation blues magazine focused on festivals. “Because we were late coming to the party and on a shoestring
I was a blues neophyte so I surrounded myself with blues budget," recalls Nancy, "I stayed at a funky hotel down the
experts to learn more. I called a few friends of mine who ran cable car tracks quite a way from Beale Street, and it was a
the Reno Blues Society: Cheryl O’Grady, Nancy Edwards dark, lonely walk back to my hotel each evening. But it didn’t
and Michele Lundeen. As blues fans, we literally planned our deter me. I talked to everybody and found out who was who.”
summers around festivals, and knew what a valuable resource it After canvassing the clubs in Beale Street throughout the
would be to have all the blues festivals in one accessible place. week, Nancy came home with legitimate support in the form
We loved the diversity within the blues genre, and we embraced of advertising orders and positive comments from festival
it all: electric blues, back porch blues, Black artists, white artists, promoters, blues societies, musicians and labels. Between
men, women, big bands, solos artists, boogie woogie, jump the hundreds of blues festivals and blues societies, plus blues
blues, Chicago blues, West Coast blues, etc. These ladies ruled clubs and museums, it was easy to identify where to ship the
the blues scene in Reno, and when I called them about starting magazines for distribution.
the Blues Festival Guide, they jumped on board. For our editorial features, we focused on interesting
Cheryl O’Grady is a true fan of the genre, and has attended evergreen topics like history, living blues legend stories,
blues festivals across the U.S., obtaining a wealth of information lifestyle and behind-the-scene industry happenings, and went
to share as a festival consultant. She was one of the founding straight to the experts – musicians, industry professionals and
members of the Reno Blues Society (serving on the Board for aficionado contributors – to furnish the articles. Because our
seven years) and was instrumental in producing over 35 blues magazine is a “guide to blues festivals,” we initially considered
shows featuring headliners including Buddy Guy, Charlie the editorial as secondary to the festival listings… that is, until
Musselwhite, Koko Taylor and many others. So enmeshed with we started receiving our first editorials for proofing and were
blues music and the industry, I knew Cheryl would be the perfect blown away. Our little “festival” magazine rose in my esteem
person to be our sales manager and connect with musicians and has ever since.
and advertisers. She has helped us grow into a respected and Our first issue in April 2003 (72 pages, featuring 45
highly developed marketing corporation, and continues to festivals) magically coincided with “The Year of The Blues” –
spearhead our sales team 20 years later. declared by the United States Senate – a year-long celebration
Nancy Edwards’ background was in big-time corporate of events to help raise awareness of the blues and its contribution
marketing, but she was looking to coast on the blues vibe for a to American culture and music worldwide. With the help of
while, managing her husband’s blues band. She remembers, Robert Santelli (director/CEO for the Experience Music Project,
“My little volunteer stint for the Blues Festival Guide quickly executive director of The GRAMMY Museum and curator for
turned into a full-time gig. As marketing director, I had to the Rock and Roll Hall of Fame and Museum), our inaugural
figure out what it would take to get as many magazines to issue became the official publication of “The Year of The Blues,”
as many blues fans as possible, and still be affordable for and we proudly bore their logo on our front cover.
the advertisers.” She also focused on creating partnerships, Over time, we have layered in different platforms and
bringing on the Experience Music Project, Elwood’s House of services to best reach and benefit fans and musicians. Since
Blues Radio Hour (with Dan Aykroyd), the Free Cruise Project it launched, our website – www.bluesfestivalguide.com –
with Delbert McClinton Sandy Beaches Cruise, the Legendary remains the #1 organic listing on Google and other top-search
Rhythm & Blues Cruise and more. engines through keyword search “blues festivals.”

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