Velour and Vinyl: Yes, Provo Does Have a Music Scene

Some might only know of Utah’s music scene through its largest bands: Imagine Dragons (who originated as BYU Provo students), Neon Trees (who formed in Provo and took their name from an In-N-Out Burgers sign) and many more who cut their teeth between our valleys and broke out of the state to become sensations, national and international. Where did they begin? Is there a stage where you could have heard multiple Billboard Hot 100 tracks in the same zip code you live in? 

“Hopefully we’re known as a venue that’s not only had a positive impact on the Provo and Utah music scenes, but also a venue who’s helped make waves nationally and internationally.”

Celebrating 20 Years of Music in Provo at Velour Live Music Gallery

The answer is yes, at 135 N. University Ave in Provo, home to Velour Live Music Gallery! Owner and founder Corey Fox has run Velour for what will be 20 years as of January. “After 20 years,” he says, “hopefully we’re known as a venue that’s not only had a positive impact on the Provo and Utah music scenes, but also a venue who’s helped make waves nationally and internationally. Although it’s been an exhausting ride, I’d like to continue it.” 

Velour’s History and Corey Fox’s Experience

Before Velour, Fox had an additional 20 years of experience serving as a concert promoter, band manager and venue manager between the Utah and Salt Lake valleys. While the achievement of two decades of Velour is something to celebrate, it hasn’t always been smooth sailing. During the COVID-19 pandemic for example, they closed for 16 months and “only survived by applying for every local and government grant possible, with the help of this tight-knit music community that rallied [around us],” Fox says. “The grant money had all dried up and we were on our last legs when our neighbors June Audio launched a GoFundMe for us that raised $50K in two days and kept us afloat until we finally opened our doors. Then, without me knowing, Imagine Dragons negotiated with Zions Bank to pay off the balance on our mortgage!” 

3hive Record Lounge Emerges as a Community Hub

Another emergent business who overcame the adversity of the pandemic and is growing itself alongside Provo’s music scene is 3hive Record Lounge. 3hive began as a music blog, publishing reviews, highlighting standout albums and also recognizing upcoming artists. Owner Sam Cannon says, “When we moved to Utah, I noticed a real dearth of vinyl shops outside of SLC. So I decided to test the waters. I started doing pop-ups at venues like Velour and other spaces around Provo.” He also opened a brick-and-mortar location on Black Friday in 2018.

“I believe in the power of a third space. A place where people can nerd out on music and art, share a love of physical media and contribute to the creative and music community.“

The Power of a Third Space at 3hive

Velour has not only positively impacted the Provo and Utah music scenes, but has also made waves nationally and internationally.

3hive has now moved out of their original location and into a new storefront at 71 E. Center St. in Provo where they have continued to grow the 3hive blog, record store and their online radio station, Radio 3hive. “I believe in the power of a third space,” Cannon says. “A place where people can nerd out on music and art, share a love of physical media and contribute to the creative and music community.” Cannon says they’re always pushing themselves to acquire a compelling mix of mainstream, indie and fringe titles. “I want every person who walks in the store to be surprised by something they find,”

Cannon says. “We also aspire to have the biggest collection of local music … artists can sell their physical media through us on consignment. We don’t keep a penny.” On the events side, he feels like 3hive has barely scratched the surface. Cannon aspires to have a calendar full of different programs to generate community and enable people to be a part of something bigger. “I want this place to feel like home for them.” 

Provo Music Scene Growth and Recognition

There’s been a steady increase in musical activity coming out of Provo, between Velour’s annual Cowboys and Indies festival and biannual Battle of the Bands, 3hive beginning to host shows at their new space and more. Fox acknowledges the fortune of having witnessed Provo’s music evolution from its well-regarded ska scene, the rise of emo, subsequent folk and synth/electro-pop peaks and, most recently, the resurgence in indie rock:

“With waves of music trends also comes waves of new music venues,” he says. “Venues are really difficult to run, so unfortunately many don’t last long, but when multiple venues have succeeded it’s when they each fill different needs.” Fox also recognizes his Provo music community peers, saying, “I’ve known Sam Cannon for 30 years, and I encouraged him to open a physical record store! He actually started by doing test pop-ups at Velour. I love what they’ve brought to the community.”

“Venues are really difficult to run, so unfortunately many don’t last long, but when multiple venues have succeeded it’s when they each fill different needs.”

Cannon on Provo Talent and the DIY Ethos

Cannon believes there has always been a disproportionate amount of musical talent and creativity in Provo. “I went to college here in the ‘90s, and in some ways it hasn’t changed,” he says. “The DIY ethos here is stronger than it’s ever been. People are hungry for new sounds, new experiences and ways to listen to music. It’s like the best aspects of the LDS service mindset, but applied to underground and counterculture.”

3hive has also started hosting a “Provo Music Scene Town Hall” on the first Tuesday of every month. Cannon describes it as a grassroots idea that came out of conversation with local musicians Rex Blair, Bly Wallentine and Colin Foy, as well as the Happy Valley Rockers. Cannon identified a need to get together and talk about what local bands, promoters and fans want, then work to accomplish those wishes. He says that these meetings have already yielded results — namely the recent All Saints Music Festival in downtown Provo on Nov. 1. “Forty artists perform[ed] across seven venues in one night,” Cannon says. “A $20 wristband got you into any of these shows with the majority going directly to the musicians. An entirely volunteer organizing committee and team ran the event beautifully.”

Upcoming 20th Anniversary and Legacy

Ahead of their upcoming 20th anniversary, Fox says that throughout January, February and March, Velour will host a series of nostalgic events. “We are also working on a new website, new merch, a commemorative 20-year anniversary poster by the talented Travis Bone, some venue upgrades and a lot more surprises,” Fox says. “We invite everyone to come help us celebrate this huge milestone!”

Velour can be found on Instagram at @velourlive and online at: velourlive.com, and by email at booking@velourlive.com. Cannon similarly recognizes 3hive’s customers and staff: “Without them, this thing would still be just a dream.” He also gave a shoutout to Fox “for really pushing me to pursue this project and all the invaluable advice he’s given me over the years.” Check out their blog at 3hive.com, purchase physical media from shop.3hive.com and follow @3hive and @radio3hive on Instagram.

Read other articles by Hans Magleby:
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