Country Music

Valley Fever's Dana Armstrong Explains Why Show Flyers Are So Important

Valley Fever has become a Phoenix country music institution, thanks to DJs Dana Armstrong and Johnny Volume. I heard of the Yucca Tap Room ritual by way of Tony Martinez after interviewing him before his farewell show at Valley Fever, where he talked excitedly about how important those Sunday nights were for him.

But other people have probably noticed Valley Fever's attention-grabbing posters, reminiscent of vintage ads and old movie posters with nods to country music stars like Merle Haggard, Waylon Jennings, and Emmy Lou Harris. These country singers serve as inspiration for the outlaw scene Dana was interested in exposing to the Valley when she started Valley Fever in 2006.

Up on the Sun chatted with Armstrong about her vintage posters and her nod to "yesterday's records, today's bands, and tonight's good time."

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Yezmin Villarreal