Cavendish Beach Music Festival adds fourth night, partners with Bell

Singer Shawn Mendes poses for photographers with his awards for Best Song and Best Artist backstage at the MTV European Music Awards 2017 in London, Sunday, Nov. 12th, 2017. (Photo by Vianney Le Caer/Invision/AP)

The Cavendish Beach Music Festival is celebrating its 10^th anniversary by adding a fourth night headlined by a major Canadian pop star.

Multi-platinum selling artist Shawn Mendes – whose popular hits include ‘There’s Nothing Holdin’ Me Back’ and ‘Stitches’ - will take the stage on Monday, July 9.

A total of 17 musical acts, including Chris Young, Brett Eldredge, Dallas Smith, Luke Young, and Terri Clark, were announced on Tuesday. Additional artists are expected to be announced in the coming weeks.

The music festival also announced that it is entering into a three-year title partnership with Bell, which will sponsor the main stage. Bell Media has been named the festival’s exclusive media partner.

“We are thrilled to be the title sponsor of the Cavendish Music Festival and to help celebrate its 10^th year,” said Glen LeBlanc, the chief financial officer and vice chair for Bell in Atlantic Canada. “Bell is very proud to support the festival and we look forward to providing Canada’s best network to festival-goers.”

Jeff Squires, president of Whitecap Entertainment, which produces the event, says they are excited to celebrate 10 years of the annual festival with an expanded program.

"As music genres blend, we continue to curate an amazing music experience for Atlantic Canada, and beyond,” said Squires in a statement. “Today’s announcement of an elevated partnership with Bell, the largest mass media company in Canada, broadens the reach of festival and Prince Edward Island.”

Since its inaugural year in 2009, the popular event has grown to become Atlantic Canada’s largest multi-day outdoor music festival, attracting over 60,000 visitors a year.

Some of the hottest names in country music, including Kenny Chesney, Blake Shelton, Keith Urban, and Taylor Swift, have taken the stage over the years.

The festival will take place from Friday, July 6 to Monday, July 9. Tickets go on sale Friday, Feb. 16 at 10 a.m.