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Tag archive: COVID-19 (3)


Public Research Findings: Live Music Industry Faces Triple Threat During Recovery

May 14, 2020, Toronto: Music Canada commissioned Abacus Data to conduct public opinion research to determine how Canadians’ feelings around music have changed during the pandemic. The national public opinion survey gauged the comfort Canadians have for returning to live music as restrictions lift, and the results are startling. 

“As governments across Canada and the world increasingly shift their focus to recovery, this data from Abacus underscores the precarious position of the live music ecosystem – an ecosystem upon which artists rely for a significant, and in some cases predominant, portion of their livelihood,” said Graham Henderson, President and CEO of Music Canada. “The music industry faces a triple threat. First – the very real medical concerns of Canadians about the virus. Second – that government restrictions will remain on large gatherings well into recovery. And third – that even after government restrictions have lifted and economies begin to reopen – Canadian confidence in returning to these live events will continue to be low.”

The findings show that even of the self identified “live music lovers” – for many, it will be at least 6 months after government restrictions are lifted, before they feel comfortable going to: bars / pubs (28%); small venue concerts (35%); large venue concerts (42%); festivals (41%); community event with live music (31%). 

The research also demonstrated how important music is in helping Canadians to get through the pandemic. Nearly two thirds  (58%) of respondents reported feeling worse about the pandemic because of the cancellation of live music events. Half of those identified as “live music lovers” also reported listening to more music during the pandemic, and that for the vast majority (86%), listening to music is a way to relieve stress. 

“As an artist, what I’m finding I miss the most is the collaboration and connection I have onstage with my fellow musicians and that powerful, ephemeral experience that is created between artists and a live audience,” said Miranda Mulholland, Artist and Chair of Music Canada’s Advisory Council. “What I find most heartening is that 84% of Music Lovers state that digital will never replace the live experience. Also, more than a third of respondents increased their music listening during this pandemic. These stats show that people clearly recognize the value and importance of music in their lives, perhaps more than they ever have.”

“Unfortunately, it’s clear that the pandemic will cause serious and possibly irreparable harm to Canada’s artists, the majority of whom were already living in a precarious state. We must continue to think about how we can help them through this as they’ve been here for all of us in this crisis,” said Mulholland.

Not only are these findings significant for the music industry, but they are important for the travel and tourism industries as well. As the government and music industry develops plans for recovery, they must understand that those whose businesses depend on large gatherings will continue to be affected by this pandemic for a much longer time. To that end, Music Canada will continue to assess Canadian’s changing perspectives on their comfort for returning to live music so that we can deliver this important and timely information to our partners.

For more information on the findings released from Abacus Data, please visit:


Erica Meekes
Music Canada
(416) 462-1485


About Music Canada
Music Canada is a non-profit trade organization that represents the major record companies in Canada:  Sony Music Entertainment Canada, Universal Music Canada and Warner Music Canada. Music Canada also works with some of the leading independent record labels and distributors, recording studios, live music venues, concert promoters, managers and artists in the promotion and development of the music cluster.


COVID-19 continues to hit the music industry’s most vulnerable: Music Canada survey

The COVID-19 crisis has created an unprecedented challenge for the music community, and has shed light on the sad realities faced by artists everyday. As Chair of Music Canada’s Advisory Council, I partnered with Music Canada and CONNECT Music Licensing to conduct an Artist Impact Survey. Developed in consultation with artist members of the Advisory Council and with Deloitte, the survey received responses from artists from across the country and across all stages of their careers. The preliminary results are in and they make crystal clear the serious and possibly irreparable harm the pandemic has had on Canada’s artists. The majority were already living in a precarious state – and this pandemic has only exacerbated their challenges. 

The financial impacts of this crisis on artists are widespread, and significant. When asked whether they would lose income due to the crisis, the answer was a nearly unanimous yes. Canada’s entire artist community is concerned about making ends meet: more than 80% of artists are in need of financial assistance. Many artists already live close to the poverty line, and now the pandemic has pulled the rug out from under them financially: almost half of the respondents reported that they have lost more than 75% of their income.

The impact on artists will ripple throughout our communities: Artists are entrepreneurs, and job creators. Respondents to the survey create an average of 3.7 jobs per artist – with artists unable to perform or create, these jobs will be lost as well.

There have been further impacts to the creative process. A majority of artists also stress that they are struggling to find the creativity and inspiration needed to generate work. This is especially true for those who are caring for children or loved ones at home. 

Also alarming is the significant number of people in our music community who report that they must go deeper into debt just to survive this moment in their lives. It’s clear that these losses are threatening the survival of entire sectors of the industry, and that the impact will be felt long after the pandemic ends. 

The Federal Government has taken important first steps for providing immediate relief to many individuals, including the self-employed, who have lost income due to COVID-19. The Canada Emergency Response Benefit is a key component for helping the hardest hit as they try to weather this storm. However, a post-COVID-19 environment needs to be one where artists can thrive. Artists have the power to generate massive economic growth – when they are supported. As concert halls, venues and theatres remain closed for the coming months, artists will need our sustainable support to ensure that they can cross the bridge over this chasm. 

The Unison Benevolent Fund offers a free 24/7 toll-free number to connect Canadian music professionals and their immediate family with counselling and health solutions in both English and French as well as emergency financial assistance, and I encourage those who may find this useful to reach out. 

It is a frightening time for everyone but heartening to note that we are collectively turning to art to make our way through this. Let’s support our creators however we can. For those who are quarantined at home, I encourage you to please continue to stream music over paid platforms and purchase merchandise online from your favorite artists to support them.   

Miranda Mulholland
Artist Advocate & Chair of Music Canada’s Advisory Council

Aaron Goodvin surprised with virtual Gold record

Canadian country star Aaron Goodvin thought he was joining a standard Zoom meeting with his team at Warner Music Canada last week. With the help of his wife Victoria, the 2020 JUNO nominee and 2018 CCMA Songwriter of the Year Award winner was surprised with a virtual Gold award presentation for his single “You Are,” and it was all captured for his fans in a recording posted on the artist’s Twitter and Facebook accounts.

“You Are” is Goodvin’s second Gold Single in Canada, joining hit “Lonely Drum” which was certified Platinum one year ago to the date.

Warner promises they will present Goodvin with a physical plaque when they are able to. Speaking with CTV News, the Alberta-born singer-songwriter doesn’t mind a bit, noting a Gold record is still a dream come true and “it’s all bonus.”

Watch the music video for “You Are” below.


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