A musical revolution is underway in South Georgian Bay. At least that’s the dream for Craig Smith and Ariana Dalie, the duo behind The Happiness Mafia, a live music event and production company dedicated to curating unforgettable experiences through music.
“It’s about creating experiences with artists so that people can come, be inspired and have a great time,” says Smith.
A seasoned artist, songwriter, and music producer himself, Smith wears many hats within the industry. From touring internationally, releasing three solo albums and co-founding the folk-alternative band ONTARIANS, to producing tracks in his studio, you could say his background is quite extensive.
“I’ve been immersed in music my whole life,” he says.
Based in the South Georgian Bay Area, Smith has made this region his creative home, where he continues to record and produce music. And through The Happiness Mafia, he hopes to be able to help others do the same.
“We love bringing music to people so we started to think about how we could on a bigger level,” says Craig.
The journey began a few years ago when Smith and Dalie crossed paths at a house concert, bonding over their shared love for music and community. Dalie, who has a background in entrepreneurship but currently works in insurance and bonding, found her calling reignited after encountering Smith and his musical world.
“I remember thinking, these are my people,” Dalie says. “These are the people I want to be around.”
With her expertise in business operations and a knack for planning, Dalie complements Smith’s creative vision with strategic finesse. Together, they breathe life into The Happiness Mafia, a beacon for emerging artists seeking to make their mark.
And it’s catching on.
“Because we love it so much, the wind is on our back. It’s a great feeling,” says Smith.
“It’s a contagious thing,” Dalie adds. “People can feel that it’s coming from the heart. When you love something, you just do it. It comes naturally.”
Since then, The Happiness Mafia has grown to offer a comprehensive suite of services, from recording and production to artist representation. It’s a 360-degree approach that empowers musicians to thrive in an ever-evolving industry.
“We not only help you create your music but also assist in getting it heard,” says Smith. “We connect you with the right opportunities, labels, and what’s unique to us is that we’ll promote your music, ensuring your talent gets the recognition it deserves.”
Central to their mission is the Four Winds Music Fest, an independent music festival that takes place at Riverstone Eco-Retreat in Durham, ON.
In partnership with Jeremy Rhodes, executive director of Elephant Thoughts Educational Outreach, Four Winds Music Fest made its debut last summer as a three-day celebration of music, community, and nature.
But the inaugural festival was just the beginning.
“We ended up pulling off a fantastic festival last summer that was really memorable for the people who were there,” says Smith. “I think everyone who was there knew that this was the beginning of something so it was a special time for them to be there.”
As the sun set on that first unforgettable weekend, Smith and Dalie were already hard at work, envisioning ways to make next year’s event even bigger and better.
And boy, did they deliver.
This year, the Four Winds Music Fest is set to take the stage by storm from July 12-14 with an expanded lineup, enhanced amenities, and an even greater emphasis on diversity and inclusivity.
With two stages, 25+ artists, and a myriad of immersive experiences, this year’s festival promises to be a feast for the senses. From drum circles to yoga sessions, artisanal vendors to local craft beer, there’s something for everyone to enjoy. And with the addition of beekeeping activities and nature walks, attendees can connect with the natural beauty that surrounds them, fostering a sense of unity and harmony with the earth.
“It’s more than just a festival; it’s a cultural celebration,” Dalie says.
The lineup has also been curated to reflect diversity and inclusivity, and Dalie and Smith are hoping to create a space where artists and audiences alike can connect on a deeper level.
“We want people to be able to come and learn and enjoy music from all different cultures,” says Dalie. “For us, it’s really important to be inclusive and give people opportunities.”
Beyond the festival, The Happiness Mafia stays busy promoting its artists year-round, hosting concerts across South Georgian Bay and producing music in Smith’s production studio, Craigsn’ Bacon.
Looking ahead, the duo envisions a future where The Happiness Mafia becomes synonymous with creativity and collaboration. Their dream? To establish a music centre where artists can converge, create, and thrive year-round.
“We want to build a community where everyone feels inspired and supported,” says Craig.
They picture opening a headquarters in South Georgian Bay that will feature recording studios, rehearsal spaces, and performance venues both indoors and out, serving as a hub for creativity and collaboration.
In the meantime, one thing remains clear – for Dalie and Smith The Happiness Mafia isn’t just about music; it’s about spreading joy, fostering connection, and igniting a spark of creativity in everyone they encounter.
Words by Maddie Johnson
Photos by Ashley Winters Photography
