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Tag archive: Fertile Ground (2)

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Calgary To Host The 2016 JUNOS

The Canadian Academy of Recording Arts & Sciences (CARAS) has announced that Calgary, Alberta will play host to the 45th annual JUNO Awards and JUNO Week celebrations in 2016. Calgary first hosted to JUNOs in 2008 and after a successful community-based bid led by Tourism Calgary, the city will again welcome Juno Week March 28 – April 3, 2016.

“We’re delighted that the JUNO Awards will be returning to Calgary for the first time in eight years,” said Cindy Ady, CEO of Tourism Calgary. “2016 will be a great year for music in Calgary as we highlight Canada’s best musical talents during JUNO Week, followed by the opening of the highly anticipated National Music Centre later in the year.”

Hosting a major national event like the JUNO Awards falls in line with the Alberta Music Cities Initiative (AMCI) and the Fertile Ground 2014 report, which outlines several recommendations on how music can be positioned as a vehicle for the diversification of Alberta’s economy and a tool that municipalities can use to stimulate economic growth, increase investment, retain youth, and drive tourism.

In 2008, the Juno Awards generated a total economic impact of $11.3 million for the city of Calgary. From 2007 to 2014 the JUNO Awards have created a total economic impact of almost $88 million combined from its hosting cities like Toronto ($14 million), Regina ($10 million) and Calgary.

“To bring the industry to Calgary and let them see the NMC is just too good of an opportunity to have go by,” said Allan Reid, President & CEO of CARAS/The JUNO Awards, when speaking with The Calgary Herald. “It just feels like such a great opportunity to be in Calgary around the time to help them launch that.”

When it is completed, the new 160,000-square-foot facility will house the Canadian Music Hall of Fame, the Canadian Country Music Association Hall of Fame and the Songwriters Hall of Fame, as well as community and education programs.

“I’m thrilled Calgarians will once again be hosting the JUNO Awards,” said Calgary Mayor Naheed Nenshi, who will be in attendance at next month’s JUNO Awards in Hamilton, ON. “This is a tremendous opportunity for Calgary and our music and culture scene.”

The 45th annual JUNO Awards will be broadcast on CTV from The Scotiabank Saddledome on Sunday, April 3, 2016.

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National Music Centre releases Fertile Ground, a new report exploring economic opportunities in Alberta’s music industry

Today, the National Music Centre (NMC) released Fertile Ground: Alberta Music Cities Initiative, a new report on Alberta’s music sector that outlines the economic benefits of a strong provincial music industry. The report identifies the unique opportunity for the development of Alberta’s music sector and provides four key recommendations for further growth.

The NMC commissioned Music Canada to author the report, which was supported by funding from the Scotlyn Foundation. In a release, NMC President and CEO Andrew Mosker said the report was inspired by Music Canada’s success in demonstrating the value of provincial and municipal live music strategies in Ontario.

“Graham and Paul Lessard with the Scotlyn Foundation approached us, eager to do something meaningful for Alberta’s music industry,” said Mosker. “I was very aware of the incredible work Music Canada had done in Ontario, and wondered if the same strategic business approach could work in Alberta.”

The report notes that Alberta is already home to a number of key music assets, and that a strategic initiative to develop the music cluster would create the opportunity for diversification of the Alberta economy.

“This report is about breaking music out of the cultural box, and into the general consciousness of Alberta’s economic leaders, demonstrating its value and ability to attract and retain creative talent, support tourism and inspire investment across a variety of economic sectors, thereby supporting efforts to diversify Alberta’s economy,” said Amy Terrill, VP of Public Affairs at Music Canada and author of the Fertile Ground report.

Music Canada and NMC consulted a variety of stakeholders across Alberta in researching the report, including Alberta Music, tourism agencies, arts and culture organizations, and Alberta Chambers of Commerce. The report found that a strategic music initiative would “closely align with the priorities of numerous agencies and commissions involved in economic development, tourism and related fields, suggesting that it will be well received throughout the province.”

The four key recommendations to government and other sector partners are:

  • Develop a comprehensive understating of the economic profile of Alberta’s music cluster, with regional breakouts for Calgary and Edmonton as well as other smaller cities as appropriate.
  • Position music as a key economic sector, a vehicle for the diversification of Alberta’s economy, and a tool that municipalities can use to stimulate economic growth, increase investment, retain youth, and drive tourism.
  • Develop and implement a strategic plan to build the business capacity of the music industry in Alberta.
  • Develop and implement a live music strategy for Alberta to improve the live music product offering in Alberta and generate increased music tourism.

To view the full Fertile Ground report, visit the NMC site at www.nmc.ca/amci.

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