Holy F--- Talks New 'Electronic Album of the Year' Juno Award Category

James Mejia

The Juno Awards have added 'Electronic Album of the Year' to their list of accolades -- the 40th category to mark the Canadian music awards' 40th anniversary this year -- providing a future place for a wide-range of Canadian artists, ranging from techno legend Richie Hawtin, electro upstart CFCF and improv trio Cobblestone Jazz to indie electronic phenoms like Holy F---, Crystal Castles and Fan Death. The new honour will champion musical genres and sub-genres as diverse as techno, dupstep, electro-acoustic, house and ambient.

"I think it's a good thing if something like the Junos wants to explore different bands and let other Canadian artists share in the limelight that they give every year to a certain select few artists," says Brian Borcherdt, who already has one Juno nomination ('Alternative Album of the Year,' 2008) to his credit with improvisational electronic outfit Holy F---.

"When you find out you have a nomination, it's cool because you feel like there are people who are actually listening, which is like the greatest accomplishment," he says. "Probably even greater than winning something is just knowing there is some level of acknowledgment, somebody saying: 'You put hard work into your album, it doesn't just exist in your imagination, and it's not just one of those fruitless attempts to create an endeavor ... it exists in the real world.' So for us, the nomination felt like something was real."

"[A Juno Award is] ... one of two things," Borcherdt continues, "an industry nod that you can put in your resume that will add to credibility or something more personal, something for friends and family, or for your own future. Something cool that you can have up on your mantel or in your attic that builds some kind of lore for your children so they can brag on the school bus, 'My Dad won a Juno.'"

While he acknowledges that genre-based award categories are often "confusing" and can be "problematic" (case in point: Holy F--- can choose to submit their new album for consideration in the same 'Alternative' category as 2008 or in the newly-unveiled 'Electronic Album of the Year'), the fact that the Junos are "broadening their horizons" is a positive thing in his opinion.

"If it helps an act like Caribou or Crystal Castles gain some recognition, that's great," the multi-instrumentalist notes. "Open up more categories and give everyone a chance -- if that's what they want to do, then I'm all for it."

Holy F---'s Juno Awards-presented Pop Montreal showcase happening Sept 30 at the Little Burgundy Pop Loft comes perfectly-timed with the big announcement. While many in the room will be toasting the new Juno category and what it means to the future of Canadian electronic music, Borcherdt says he'll be toasting Montreal. Well, at least what Montreal becomes during the internationally renowned music festival.

"I barely remember saying it, but [Pop Montreal co-founder] Dan Seligman ... put in a flyer a quote of me saying, 'I don't want to move to Montreal, I want to move to Pop Montreal,'" he laughs. "I had a night at Pop Montreal that would rival any Halloween as a child -- I think it was about as fun as a night as I could have."

"Unfortunately, this year we're on tour, so it's just in and out," he adds. "It's too bad since I love Montreal ... and it's a chance to catch up with bands from all over Canada and many from the US. It's just an overwhelming party."

Also on the bill tonight are Borcherdt's current tourmates: Indian Jewelry from Houston, TX. and Bad Tits, a Toronto-based duo featuring Sebastien Grainger (ex-Death From Above 1979, occasional Broken Social Scenester) and Josh Reichmann (ex-Tangiers, Jewish Legend).

"Names aside -- I guess they are kind of comical if you put them all together -- I think it's a good fit," he says. "We're not the type of band that wants to put together a lineup that's all very much the same, we're not looking for bands that sound just like us. You can dance to everything, so hopefully people will keep that in mind and have a great night."