I’ve heard it said that this year’s All Tomorrow’s Parties festival in New York felt like an indie rock summer camp. After attending M For Montréal, I now know what that means. Over the course of the three-day festival, the international delegates (that is to say, the group of about 30 festival buyers, agents and journalists who had traveled from abroad to attend) were carefully shepherded from activity to activity by the festival staff. In addition to the showcases there were dinners, happy hours and networking events, all of which were carefully planned and orchestrated by the aforementioned handlers. To their credit, however, the festival never felt like a contrived daycare for music industry insiders. Friendships came easily over the course of three days and even those activities that sounded like tourist clichés on paper turned out to be more than worthwhile. The key was not taking oneself too seriously—something that both the organizers and the attendees seemed to understand instinctively.
Take, for example, the city tour, which took place inside of a yellow school bus on a Saturday morning. Instead of being led by a dry, professional tour guide, the journey was narrated by the festival’s booking and promotion guy, Mikey Bernard. Looking like a Cobra Snake-approved L.A. hipster with his ostensibly ironic moustache and fedora, Mikey was the perfect tour guide, injecting each comment with a bit of sardonic wit. He also knew Montréal’s indie rock landmarks like the back of his hand: the street where American Apparel founder Dov Charney once lived, the apartment where the idea for Vice Magazine was hatched, the restaurant where Leonard Cohen likes to have his breakfast.
Of course, no trip to Montréal would be complete without a visit to Schwartz’s famous Jewish delicatessen, a mainstay of Montréal cuisine for 80 years.
The specialty here is the smoked beef brisket, which is piled high on a two comparatively puny slices of white bread. The meat is rich, hearty and flavorful and almost seems to melt in your mouth—just the thing for a cold Montréal afternoon.