Make no mistake – while the Junos may not make the garish splash that awards shows down south do, they can still generate their share of glitz and glamour. Just look at the media storm that will inevitably follow Drake and Justin Bieber around this weekend.

But while those two stars soak up the bulk of the attention this weekend, a slew of other artists – both nominees and observers – will be partaking in many of the week’s Juno-related activities.

Artists like Sarah Harmer and members of Broken Social Scene got a taste of the red carpet Tuesday afternoon at the Ontario Media Development Corporation where they were paraded in front of a phalanx of media for photos and interviews.

“It’s still weird,” admitted drummer Mike Peters, whose band Cancer Bats was previously nominated in 2009. Watching punk rockers like Peters and Cancer Bats frontman Liam Cormier rub shoulders with industry types in suits and ties, it’s easy to see why. Standing against an OMDC and Juno branded backdrop, Peters and Cormier goofed around for the media line. The afternoon’s emcee, Wes “Maestro” Williams, posed like the slick pro that he is. Others looked completely overwhelmed while partners and publicists held their bags and drinks.

Artists have different reasons for attending events like these. The free food and drink certainly goes a long way. Some, though, have more pressing concerns. “Traditionally, urban music doesn’t get a lot of attention,” noted Jason “MoSS” Connoy, one half of hip-hop duo and first-time nominees, Eternia & MoSS. “We have to show our faces.”

Events like these aren’t just a chance for artists to mingle with other musicians. Producers, engineers and label heads were all present at the OMDC luncheon. Even politicians were showing their support: Michael Chan, the provincial Minister of Tourism and Culture could be seen posing for photos with Broken Social Scene’s Brendan Canning and Justin Peroff.

You can expect more odd-ball moments like these throughout the course of Juno Week. The Juno Cup pits former NHLers like Paul Coffey against musicians like Kathleen Edwards, Sloan and Blue Rodeo. Even the more standard events like Thursday’s Juno Block Party and Sunday’s televised and Saturday’s non-televised awards shows will offer participants more mainstream exposure than most are used to.

So to any Juno noobs feeling overwhelmed, Cancer Bats’ Peters has one piece of advice: Just go with it.