From reviving the cassette to funding artists strategically, experts share how to fix Canada’s music industry

By Brad Wheeler and Nicholas Seles

The Junos are back this weekend with their first in-person ceremony since the pandemic. The Canadian live music industry, devastated by COVID-19 lockdowns, is now getting back on its feet. And homegrown international superstars the Weeknd and Drake both recently signed multifaceted megadeals with the world’s largest music conglomerate, Universal Music Group.

At first glance, the Canadian music industry looks well – a sector that prides itself on punching above its weight. But here’s a gut punch you didn’t see coming: Once you get past the few chart-topping phenoms, this country’s song-and-dance system is broken.

“Artists can’t make enough money to survive,” says Paul Brooks, publicist for Take Aim Media, a Toronto-based music public relations firm. Brooks points to the devaluation of recorded music that is distributed free online through streaming platforms. The leading service, Spotify, offers a premium service for $9.99 a month.

Source: The Globe and Mail