The hugely popular British folk band Mumford & Sons have no trouble filling some of the world's largest arenas and stadiums, but their current tour aims to make a big impact on their small-town hosts.
The only Canadian stop on Gentlemen of the Road tour is the rural town of Simcoe, Ont. In addition to bringing their music, the band donated their name and logo for shirts, wine, beer and other merchandise to local businesses. Store owners were allowed to keep all profits from the merchandise as long as they donate 10 per cent to a local charity.
"We didn't set it up as a big money maker," said band member Marcus Mumford. "Part of the ethos of these stopovers is to come into towns and leave something behind."
"What's great about a small place like Simcoe is that not many people have been here," added member Winston Marshall. "So people will be excited to go and explore a town they've not been to before."
Their stopover seems to have succeeded: 35,000 people filled the community of 15,000 last Friday and Saturday.
Check out the video of Adrienne Arsenault's exclusive interview with the band.