DENVER – The Underground Music Showcase, now known as The UMS, will celebrate its ten-year milestone in July 2010. The western region’s largest indie music festival will span four days, starting Thursday July 22nd and running through Sunday July 25th. This year’s event is bringing national, regional and local performers to a half-mile stretch of Denver’s vibrant South Broadway arts and shopping corridor. More than 300 bands, singer-songwriters, DJs and comedians will take the stages at 25-plus traditional and non-traditional venues including the Hi-Dive, 3 Kings Tavern, The Irish Rover, The Skylark Lounge, The Rule Gallery and The Walnut Room Pizzeria.

While the UMS ’10 won’t have any artist announcements for a few months yet, here are just a few of the artists who have played past UMS fests: Langhorne Slim, Megafaun, DeVotchKa, Bowerbirds, Ian Cooke, Matt Morris, El Ten Eleven, Nathaniel Rateliff and the Wheel, 16 Horsepower, KaiserCartel, Dressy Bessy, Houses and many others.
The UMS started out modestly in July 2000 with 300 people coming out to the Bluebird Theater with four bands taking the stage. After a number of years bouncing between the Bluebird and Gothic theaters, The UMS was moved to South Broadway in the Baker Historic District in the summer of 2006. The first year on Broadway started simple: 25 bands in five rock clubs, all within walking distance of each other. A couple of years later, The UMS had grown into a different beast entirely: About 4,000 fans in attendance to see 200 local artists in 15 venues across two days – and with ticket revenues going directly to the artists.
The UMS was already the premier festival of local music and art in the region, but in 2009 it was positioned to become more. Executive Director (and Denver Post pop music critic) Ricardo Baca, in conjunction with the local marketing and public relations firm eMVe Marketing, built a team of like-minded people to reach his next goal for the ever-growing festival: To become the foremost festival of independent music in the Western United States – focusing on both national and local independent artists.
The UMS ’09 saw more than 5,000 unique visitors and more than 225 local and national bands over the four days. Heather Browne, editor of the popular music blog I Am Fuel, You Are Friends, said, “This weekend is my favorite weekend of the entire summer … Last year I called it ‘the South By Southwest of Denver,’ and it certainly feels just as saturated with good music as Austin at every turn.”
Despite the volatile economic times and decline in CD sales over recent years, The UMS continues to show growth year after year, keeping the organization optimistic about its future.
“The UMS has always been the best deal in town for live music,” said executive director Ricardo Baca. “Last year you could see more than 200 bands/artists for only $25, and so we knew that music fans would come out for the festival – and they did. This year is no different. We understand that music lovers are picking their concerts carefully. But we’re confident that our friends and fans will know that their money is well spent at The UMS.”
Tickets for The UMS’ 10th Anniversary will cost you $20 for a 4-day pass before March 31st, so festivalgoers are encouraged to buy now, as prices will increase leading up to the festival. The festival is also offering badges this year, running $50 before March 31st, which will grant you access into the VIP parties and give you the ability to skip the lines at all venues.
The first 100 people to purchase their wristbands to The UMS will receive a compilation CD of artists/bands featured at The UMS in 2009, as well as access to some other exclusive musical content. The event features food, beverage and retail vendors on-site, offering product samplings, giveaways and other promotions all weekend long.