ROVER’S LAUNCH AT SALA ROSSA Thursday night lasted well beyond many people’s bedtimes, but the event had legs. Friday, clicks on the website shot up as did queries about writing for Rover and membership pledges.

A familiar venue for followers of Montreal’s indie music scene, the St. Laurent Blvd concert hall was packed for an impressive line-up of musical talents who contributed their talent to the cause.

The unclassifiable classical rock band Sweet Mother Logic opened the evening casually with a sound check-cum-improv, just enough to warm up a chilly room for singer/songwriter Coral Egan. Half-hiding behind Sala’s baby grand, the sultry-voiced beauty offered a deliciously intimate moment in an otherwise hopping evening. She sang from her new CD “Magnify”, and played beautifully, despite the burden of a bad cold.

When SML came on for their main set, the chattering class who’d nailed down tables in the centre of the room turned their way. Even those hanging on the bar paid attention to a stage crammed with classically-trained and heavily plugged-in talent. Core band members Eric Kaplin (keyboard), Adrian Aitken (drums), Jack D. Kelly (guitar), Jean-Pascal Saint-Cyr and Justin Wright (cello) were joined by guest artists Mark Simons (clarinet), Emma Glaser (trumpet) and Rick Rosato (base). The group’s innovative mix of skill (evidence of lessons/lots of practicing) and sheer virtuosity swiftly bridged any hint of a generation gap in the audience.

For those who think instrumental music is doomed to be background music, this gang proved otherwise. Video artist Nick Benidt (a.k.a. VJ Bandit) tracked the music on his midi controller, improvising a video mix projected on a screen behind the players. A brilliant show in itself, though if intended to fill in for the absent singer, unnecessary. SML certainly knows how to command a crowd without lyrics.

On the other hand, a young lady with great tubes is not to be dismissed. Amanda Mabro picked up where SML left off with a string of numbers from two EPs, including a crowd favourite, “Old Fashioned Morphine.” A mixed signal if ever there was one: sing-along melody fighting dark lyrics. Mabro and band leave town next week for a gig at the Brussels Opera House. If Thursday night’s pit stop on behalf of Rover is any indication, she’s about to expand her fan base exponentially with this first-ever European appearance.

When all eyes were not glued to the stage, necks craned. The evening was a veritable Who’s Who of the Anglo Montreal arts world. In attendance: Centaur Artistic Director Roy Surette, playwright Bryden MacDonald (whose new play With Baited Breathe debuts there next spring), Lac Brome theatre producer Nick Pynes, Infinitheatre’s Guy Sprung, Geordie Productions’ founder Elsa Bolam, filmmakers Arnie Gelbart, Craig Graham and Katarina Soukup,  writer and filmmaker Merrily Weisbord, best-selling children’s book author/illustrator Elaine Arseneault, novelist Peter Dube, spoken word poet Ian Ferrier, novelist/reviewer Ian McGillis, poet Katia Grubisic, Journey Prize winner Saleema Nawaz, Maisonneuve Magazine publisher Derek Webster, QWF VP Allan Mass as well as writers Anna Feurstenberg, Irina Egli and Elaine Kalman Naves among the many. From other walks: actress Marthe Turgeon; from The Gazette, business editor Bryan Demchinsky and classical music critic Arthur Kaptainis. From McGill, media prof Mark Raboy.

By the time The Darling DeMaes came on, the boomer crowd had largely been replaced by a younger set, many of whom sat on the floor next to the stage. The DeMaes were, as usual, amazing. Their midnight set of folk-rock crooning, combining great lyrics with a thoroughly original sound, seemed to wrap the evening up into a soft, tight ball and send it out into the snowy streets of Mile End. As the last of many Rover writers in attendance headed into the night, webmaster Cameron Knight helped the editors load leftover t-shirts and loot bags into a taxi. Thus did roverarts.com put a happy-faced ‘30’ on a night to remember.

Photos of launch by Marc Muri. www.marcmuri.com