Sat. Sept. 22 & Sun. Sept. 23

Life is good. LG tells you that and Bert and John Jacobs, the brothers who own the clothing shop Life is Good (home base, Boston, Newbury Street) tell you that. But can we, in 2012, in the midst of this most fractious political debate and never-ending international strife, actually claim that? It’s certainly ideal worth striving for. Who doesn’t want life to be good? But doesn’t it seem rather Pollyanna-ish?

      “I used to think that it was,” says singer-guitarist Ryan Montbleau (in photo), who fronts the band that bears his name and plays Saturday Sept. 22 on the first day of the multi-band, two day Life is good festival in Canton.  “I used to see the symbol on the back of somebody’s Jeep and think, ‘Yeah, life is good for you ‘cause you can afford a jeep!’”

     “What turned it around was meeting Bert and John Jacobs ,” he added. “They’re inspiring people. They instantly turned it ar4ound, these guys really do believe. One you meet the people behind the company, I just became a believer. They do have that effect. I talked to those guys and came out Life is good, they have that effect.”

    Montbleau even recorded a live album at the company’s Newbury street site last year. “We wanted to put out a live record and were looking for ideas. The more I talked to life is good people the more I liked them and believed in what they were doing.”

     We concur. We were at the festival in 2010 and talked to the Jacobs. It happened to fall on 9/11. They didn’t intend that timing when they began planning in 2008. But the company’s first fundraising T-shirt in 2001 raised $200,000 for 9/11 victims’ families. And if you wanted to stage a perfect counter to the sadness and horror brought by 9/11, this was it.

   “Music has the power to unite.” John Jacobs said, “and our mission is to spread optimism.” Life is good is a $100 million, Boston-based wholesaler/retailer of clothing, accessories and philosophy.

   How is vibe different? “Just the fact that they’re raising over a $1 million for the Kids Foundation, that alone is night and day from any other festival," says Montbleau. "You’ll see more pop acts, but ones with a message and they fit in well.”

    When we were there two years ago we talked with Grace Potter, a Vermont native, who’d been roaming the 44 acre Prowse Farm at the base of the Blue Hills, where this takes place. She was playing with her band, the Nocturnals, later that day. She said, “This is one of the best run first festivals I’ve ever seen. My immediate impression was perfect site, perfect day and perfect bill. This area needs a festival like this, with the ‘Life is good’ slogan painted across the faces of Northeasterners everywhere. It’s not just a brand; it’s a way of life. I’m clinically optimistic.” 

   After her fervent, soulful set, Mavis Staples relaxed backstage. “You get a rush when you come into a festival like this,” she said. “I’m glad they chose me to do this.”

     “I like the homespun quality to it,” said Dan Zanes who was playing the Family Stage with his Friends. (They play this year too.) “And they did a good job of bringing in some big names.”

     “It’s a great way to introduce kids to music,” said Gretchen Thomas of Raynham. who was with her husband and three kids, leaving the Circus show.

     “My husband and I love going to concerts and now we’re bringing them,” she said, waiting in the face painting line with her two kids.

     “Spreading positive vibes is one of the major things we should do in our society,” said Norbert Steinke, who’d traveled from Germany, raised and donated $1000 for the cause.

    This year’s headliners are Michael Franti & Spearhead, Saturday, and Dave Matthews and Tim Reynolds Sunday. There are two main stages, plus the Kids Stage. Full lineup follows.

    Saturday: Fresh Beat Band, 11:45 AM, Billy Davis at 1, Muck and the Mires also at 1, Allen Stone,, 1:30, Katie Herzig, 2:30, Soulive, 3:15,  Sara Bareilles, 5:15, Eric Hutchinson, 6:15 and Franti & Spearhead 7:15. Sunday:  Fresh Beat Beat, 11:45, Billy Davis, 1, Orange Television at 1, Air Traffic Controller at 1:30, Sarah Jarosz, 2:25, ALO, 3, The Infamous Stringdusters, 4, Trombone Shorty & Orleans Avenue, 5,  Sharon Jones & the Dap Kings, 6, and Matthews & Reynolds, 7.

    On the Kids Stage: Josh & the Jamtones 1 (both days), The Kidz Bop Kids, 2:15 (both days) and Dan Zanes & Friends 3:45 (both days).

     Tix for Saturday: $20-$65.(An adult one-day pass is $65.) Sunday: Sold out (the Dave Matthews factor), but available for more $ on resale sites.

5 Blue Hill Rd., Canton, 781-828-3276 http://www.ticketfly.com/purchase/event/113801?utm_medium=bks