Penticton-based Invictus wins another CCMA

Jim Cressman takes home second consecutive award for booking agency of the year from Canadian Country Music Association

Penticton-based Invictus wins another CCMA

The local owner of an entertainment company is still celebrating  his second consecutive Canadian Country Music Association award.

Jim Cressman, president of Invictus Entertainment Group, received the Ron Sakamoto Talent Buyer or Promoter of the Year during a special dinner and gala held prior to the official awards ceremony that was held in Edmonton on Sept. 7.

“It’s vindicating,” said Cressman via email.

His company also picked up a CCMA for Booking Agency of the Year in 2013.

“Everyone who chooses to work in the music industry does so because of their passion and belief in songs and the artists. The Canadian Country Music Association is an emotionally invested community. When that community chooses to honour you with a distinction of this magnitude, it’s even more monumental.”

Cressman said having a positive vision has been essential to the company’s success.

“I don’t see obstacles; I see opportunities,” he said. “I have an incredible team that delivers in all areas of execution and we have some tremendous partners in venues across Canada.”

Invictus has brought names such as KISS, Keith Urban and Motley Crue into markets that would not have been considered by acts of this level years ago.

“That dedication to the vision and fidelity to our partnerships has enabled Invictus to create opportunities to grow our mutual businesses and bottom lines,” said Cressman. “We also strive to bring a culture of candour and conscientiousness to a business that is not exactly famous for it. Trust is imperative and our interdependence with the artists, managers, agents, venues and my team makes for the perfect formula to pull off this concept.”

Cressman said it’s important to lead by example by ensuring “polite, productive and prompt” interactions with its partners. He also encourages camaraderie among his clients by putting them together for tours, performances and song writing opportunities.

Canadian artists have been  redefining the format of country music and taking major creative risks for years, noted Cressman.

“As pop music continues to become more extreme and stratified, while country music evolves it will become the home of the singer/songwriter,” said Cressman. That type of artist would have once found a home on pop radio, but is now more suited to the country format. Years ago artists like Jewell had huge pop hits. Now Jewell is in Nashville, and the next generation of artists like her all will be too.”

Cressman touched on some of the goals and projects he’s working on for the coming year, which includes continuing to focus on entrepreneurial initiatives to attract partnerships, in order to augment and strengthen its services.

“Invictus is the Latin word for ‘unconquerable’ and we will continue to dedicate our skills and assets to facilitating the invincible artistic spirt,” said Cressman. “In that pursuit, we’ll develop some international TV/film/music stars and help artists monetize their brand like never before by producing and promoting shows in markets far beyond the conventional.”