The venue itself — a popular downtown bar — may go a long way to accomplishing this, the organizers say.
Each show also has a theme, and people are invited to dress up, which may also increase the events' allure.
“We want to cultivate a real party atmosphere, where even if you don't go to hip-hop shows, you're just going to get caught up in the vibe of it,” Merrifield said.
The first Cage Call event took place earlier this month, and was a success, said O'Brien, producer and MC with the local rap group Kill the Autocrat.
The event featured Toronto hip-hop artist Mindbender, and O'Brien and Merrifield also performed, along with other local hip-hop artists.
“It wasn't fully packed, but it was a respectable crowd,” O'Brien said. “Everyone that was there was there to watch the show, which was really humbling to see.”
Merrifield said the hip-hop scene is really emerging in Sudbury right now. About a decade ago, there was a lot of activity, but then there seemed to be bit of a lull. “Lately there's been a lot more live shows,” he said,
The next Cage Call event takes place starting at 10 p.m. July 25 at The Townehouse Tavern.
It will feature Philly Moves, a Toronto-based hip-hop group that O'Brien said he thinks is on the verge of becoming well known, as well as Notes to Self, another Toronto hip-hop group known for its talented DJ.
Local hip-hop artists Johnny B and Broken Home Collabos will also perform.
The event will have a “Summer Jam” theme, so people are invited to wear beach attire or Hawaiian shirts.
O'Brien and Merrifield are still in the process of organizing Cage Call events for August and into the future.
For more information about the hip-hop series, as well as details about upcoming shows, search for “Cage Call: Underground Hip-Hop” on Facebook.