PRESS KIT
ARTIST BIO
One listen to Adrian Sutherland’s music and you’ll know he’s unlike anyone else. Born and raised in Canada’s Far North, the roots-rocker-with-heart from Attawapiskat First Nation on James Bay has the voice of a songbird, an ocean of muses, and a boatload of talent.
Sutherland’s melding of rock, roots, folk and blues is unlike anything else. Drawing inspiration from his life, the land, and his Cree culture, Adrian’s songs ripple far beyond stages. His soul-stirring sound is influenced by the likes of Tom Petty, Neil Young, The Tragically Hip, Bryan Adams, Coldplay, and Kashtin – the folk-rock duo from Quebec who sang in Innu-aimun.
Notawe (Father) is the lead single from Adrian’s second solo album “Precious Diamonds.” It’s one of two all-Cree songs written, marking the first time he is making music in his mother tongue. “Precious Diamonds” was produced in Nashville by Colin Linden, and mastered in New Jersey by multi-Grammy-awarded Greg Calbi and Steve Fallone. The album will be released March 15, 2024.
The first time Adrian and Colin worked together was remotely in 2021. Cut off from the rest of the world during the pandemic, Adrian constructed a recording studio inside a shipping container to record his debut solo album. “When The Magic Hits” earned nominations at the 2022 JUNO Awards and 2023 Canadian Folk Music Awards, while title track Magic Hits won Best Music Video from San Francisco’s 47th American Indian Film Festival.
Adrian released three albums as the frontman and founder of all-Cree rockers Midnight Shine, before starting solo projects. His debut single Politician Man reached #1 on the Indigenous Music Countdown (IMC), and won Best Performing Arts & Entertainment from Yorkton, Canada’s oldest film festival.
In addition to being a musician, author, and advocate, Adrian is a respected cultural leader, and a traditional knowledge keeper who is fluent in Omushkegowuk Cree. He is passionate about empowering young minds through arts, education, and land-based learning.
Adrian is writing a book for Penguin Random House Canada about being born and raised in Attawapiskat. He cares deeply about many causes, with first-hand perspective on issues like contaminated water, food insecurity, addictions, and mental health. At this time of growing awareness around reconciliation, Adrian is hopeful for Canadians to walk together in love and respect.
DOWNLOADS
Brief, short & full-length bios - Bio Sheet
Lo-res promotional photos - Zipped Folder
When The Magic Hits - Promo-Sheet
MEDIA COMMENTS
“The Canadian Indigenous music scene has witnessed a significant transformation from the peaceful folk melodies of the sixties to the powerful expressions of contemporary Indigenous artists across various genres in 2023. And smack dead centre in this transformation is roots-rocker Adrian Sutherland, an Attawapiskat-based singer-songwriter who for my money provides a very interesting window into the evolution of this transformation.” – TIMMINS DAILY PRESS (Canada)
“Sutherland’s lyrics dance between truthfully portraying the hardship of northern life and celebrating that there’s nowhere else he’d rather be… He doesn’t diminish the ongoing crisis in Attawapiskat, but he wants to let some light into the picture...” – TORONTO STAR (Canada)
“Fans should look north to Attawapiskat for some of the most expansive and expressive roots-rock being made in Canada today…” – ALAN CROSS, MUSICOLOGIST & THE ONGOING HISTORY OF NEW MUSIC (Canada & USA)
“Reflecting the beauty of Attawapiskat in his music is important for Sutherland. Despite hardships, he takes pride in being from the northern community." – CBC NEWS (Canada)
"It’s essential to recognize Sutherland not just as a musician – his upcoming album, “Precious Diamonds,” signals a chapter in his career that resonates with the legacy of Indigenous artists who’ve used their art to bridge cultural divides and ignite conversations. Much like Robbie Robertson’s groundbreaking work with The Band, Sutherland navigates the complexities of cultural representation with a finesse that extends beyond the lyrical content of his songs.” – INDIE MUSIC REVIEW (USA)
“The upcoming album, Precious Diamonds, promises to be a seminal chapter in Sutherland’s career, aligning him with the legacy of Indigenous artists who’ve used their art as a platform for cultural preservation and societal commentary… Like Robbie Robertson, Sutherland stands as a cultural ambassador, using his platform to share the stories and struggles of his people.” – NEUFUTUR (USA)
“The collaboration between Sutherland and GRAMMY-winning producer Colin Linden in Nashville has yielded remarkable results once again, highlighting Sutherland’s distinctive vocal prowess and profound connection to his Indigenous roots… Sutherland’s vocals in Precious echo the raw, emotive quality found in tracks by the Black Keys, with a similar depth that conveys the intensity of the message.” – INDIEPULSE MUSIC (USA)
“The comparison with Native American musical luminaries is inevitable, yet Sutherland’s voice and style carve a distinctive path. Sutherland uses his platform to address universal struggles, showcasing a cultural resonance that extends beyond his personal narrative.” – SKOPE MAGAZINE (USA)
“By delving deeper into his own identity as a songwriter, Sutherland has found a way to speak more universally even while sharing observations from his daily life and the lives of those who inspire him.” – GLIDE MAGAZINE (USA)
“The roots-rock luminary hailing from Canada’s Far North, takes a cue from the classic musical tactic of coupling singles with complementary B-sides, infusing it with a contemporary edge in his latest release... Sutherland’s message of unity, love, and respect is both timely and resonant...” – VENTS MAGAZINE (USA)
“I’ve got the single Precious here and man, wow, its freaking good. The song that talks about a fight for freedom is sure gonna take your breath away… The lyrics, storytelling, vocals and delivery makes it a must listen and a solid 10/10. Projecting what to expect from his upcoming album.” – SWIISPA MUSIC BLOG (USA)
“Precious offers profound reflection on essential global issues. This single is a window into the world of an artist who brilliantly combines his cultural heritage with modern sounds, while carrying a message of hope and respect in this era of reconciliation… a powerful single...a captivating blend of rock, soul and indigenous traditions, evoking both the fight for freedom and respect for Mother Earth, a powerful message... seriously irresistible…” – EXTRAVAFRENCH (France)
SELECT MEDIA COVERAGE
CBC News / CBC North: Songwriter brings more Cree language into his music
CBC - Eyou Dipajimoon (Cree): Adrian Sutherland talks about his new Cree songs and upcoming album
ET Canada: Special ‘Walk With Me’ music video to mark national day for truth and reconciliation
CTV News Ottawa: Beachburg students star in music video for truth and reconciliation
The Marilyn Denis Show: Adrian Sutherland isolated in Northern Ontario to record his debut album
CTV News Northern Ontario: Attawapiskat singer celebrates first time JUNO nod
CBC News: First JUNO nomination for Adrian Sutherland
CBC News: Attawapiskat musician launches deeply personal solo album
etalk: The inspiration behind Right Here
CTV News Northern Ontario: Spotlight on Adrian Sutherland
CTV News Northern Ontario: James Bay musician uses lockdown to produce best music to date
CBC News The National: Adrian Sutherland builds own recording studio in shipping container
CBC Indigenous: Attawapiskat recording studio built inside a shipping container
CityNews: Music video from 1600 selfies
Timmins Today: Adrian Sutherland's new single from upcoming debut album