LOFT SESSIONS: Manitoba Music's Video Series Returns with Stellar New Lineup

It's lights, camera, and live music action as Manitoba Music launches the latest round of its Loft Sessions video series.

Manitoba Music and video director Chris Gaudry have teamed up once again for the latest edition of the live performance videos, set in the hardwood and brick of a heritage building in Winnipeg's Exchange District. Gaudry and his team, which included award-winning sound engineer Cam Loeppky, filmed live performances by a dozen homegrown acts.

Just in time for massive music fest SXSW, the series kicks off with hometown hip hop heroes The Lytics’ brand new tune, "Friction", the lead single off April 2016 EP, Hold On. Capturing all the bombastic old school rap energy of the acclaimed outfit’s live show, the new video gives a peek at The Lytics’ upcoming studio release, slated for a September launch. First up, The Lytics hit Austin for a series of SXSW showcases this week, including the CIMA BBQ at Brush Square and the M for Montreal and Canadian Blast event at Friends Bar on March 16, and the Manitoba Music Party at Friends on March 17. Watch "Friction"

To keep the SXSW fun going, Manitoba Music will release the second Loft Sessions video on March 17 featuring Western Canadian Music Award-winning Mexican trad prog rock band The Mariachi Ghost. Recently named one of the top Latin bands to catch at SXSW by Houston's La Voz, the band brings its dynamic live show to Austin for several performances, including the Manitoba Music Party and BreakOut West's celebration of bold music from Western Canada.

More videos will be released on manitobamusic.com every Tuesday throughout the spring and summer. Upcoming sessions feature a diverse slate of performers, including country rock duo Petric, emerging pop heartthrobs Panicland, dark synthwave duo Ghost Twin, loop pedal maven Rayannah, '70s inspired yacht rockers The Middle Coast, ferocious alt-punk duo Mobina Galore, indie folk rock act Heartbeat City, rock and soul band The Noble Thiefs, alt-country singer/songwriter Kayla Luky, and indie rockers Adam Hanney & Co.

& ldquo;Having stellar live video content is critical for any artist building their fan base and reaching into new markets. The Loft Sessions are a great way to showcase the incredible talent in our province and give them a tool to expand their reach," says Sean McManus, Manitoba Music’s executive director.

Previous rounds of Loft Sessions have racked up thousands of views for The Bros. Landreth, Royal Canoe, Curtis Nowosad, Attica Riots, Slow Leaves, Chic Gamine, The Small Glories, Sc Mira, Greg MacPherson, Red Moon Road, Yes We Mystic, Del Barber, JP Hoe, Federal Lights, and many more. Individual videos have been scooped up by media, festivals, and talent buyers like the Winnipeg Free Press, South by Southwest, and CBC for added coverage and promotion of Manitoba artists at events. Watch previous Loft Sessions at manitobamusic.com/loftsessions.