www.musicweek.com TERRITORYPROFILE CANADA “Some of our artists have been fortunate that they

represent a musical style that is especially popular in some markets, while others – including many of our distributed artists like Patrick Watson and Cold Specks – are setting trends, which generates its own unique attention and achievement.” Graham Henderson, president of Music

Canada – the trade organisation charged with representing the county’s major labels as well as offering membership benefits to leading indie labels and distributors – adds: “Canada has always punched above its weight in global music sales. “Individually, Canadian artists are some of the

most popular artists in the world. Canada’s unique position as home to diasporas from every corner of the world will continue to position it well, both in the production of recordings that are a unique blend of different cultures and experience and in the export of Canadian music.” Six Shooter Records co-founder Helen Britton

champions Canada’s indie outfits as they set sail to foreign lands. “On the indie side there’s Arcade Fire, Feist and up and comers like Dan Mangan, Timber Timbre and The Sheepdogs,” she points out. “We are hugely lucky that Canada invests heavily in artists and that makes it possible for our talent to tour and release albums in other territories when otherwise it might not be possible.” But, of course, being the No.1 market in the

world by a significant stretch, it’s still the States that is considered music’s Holy Grail, even by a country that rubs shoulders with it. Does a shared border and similar culture make conquering the US a doddle for the Canadian music industry while territories further afield struggle? Not necessarily. “The US market is large and very expensive to try

Canada has produced enough big hitters over the years to make it a major global force in music. We ask some of the territory’s key players about the lay of the land in 2012 and whether their artists are necessarily shoe-ins for Stateside success…

INTERNATIONAL TOM PAKINKIS

W

hen it comes to producing world- beating artists, Canada is no slouch. Whether it’s the ever-lasting legend of Neil Young, the country twang of

Shania Twain, classic crooning from Michael Bublé or the titanic impact of Celine Dion, there’s been little shortage of talent flying the Maple Leaf flag over the decades. That’s without even mentioning today’s boy wonder Justin Bieber. According to EMI Music Canada president

Deane Cameron, the fact that America’s neighbour to the north has cultivated its fair share of acts that are able to stride overseas is crucial. “The Canadian music industry depends on

international acceptance of its music to sustain investment levels, so success abroad is a necessity,” Cameron tells Music Week. “Canada is a very substantial market in the global music business. It’s the seventh largest in the world, in fact. “However, with a population of 34 million, we

need other markets in which to sell our music. Otherwise it is exceedingly difficult to make a living just having success at home.

ABOVE The big hitters: Megastars including Michael Bublé and Justin Bieber show how Canada’s relatively small population has exploded on to the global scene

and break, regardless of where you come from,” says EMI’s Cameron. “That goes for US artists as well. “One advantage Canadians have is their

proximity to the US,” he suggests. “Since so much of the business today is about live performance, you can access US markets a little faster and cheaper from Canada.” MapleMusic Recordings is a full service music

company offering in-house marketing, A&R, publishing, licensing and more including distribution with Fontana North Distribution. Fontana North and MapleMusic GM Matt Smallwood says of the US endeavour: “I don’t think it’s any easier. We’ve had a few projects go into the US over the years, notably a band called Pilate, or Pilot Speed as they became, and we had started the record on our own down there. “You have to be really careful because it’s a really

big market and not easy to navigate and maneuver in, especially on the independent side. Our

STATE OF THE NATION DIGITAL’S ENCOURAGING GAINS GATHER MOMENTUM

Canada Music president Graham Henderson (left) outlines the state of play in the Canadian music market.

“For the first time since 1998, Canada saw an overall increase in recorded music sales in 2011. While this is cause for optimism, the 2.6% increase is but a fraction of the losses experienced in the last decade. “What was once a C$1.4bn

dollar business has been reduced to less than half a billion dollars and our digital increases, no matter how strong they are, have not made up the gap. “In terms of digital, we are

seeing some encouraging gains with digital reaching 38% in 2011 as this relatively young market matures. “There are likely two key factors

that have brought about the increase: publicity surrounding

copyright reform, and the increase in the number of legal services. The debate surrounding copyright reform in Canada has been highly visible, and not unlike in France where studies have shown that the publicity surrounding the HADOPI law brought about a significant increase in the sale of downloads, so too has increased awareness about pending copyright legislation likely led to a boost to the digital music market

in Canada. “Secondly, Canada’s dearth of

legal digital services has, in 2011 and 2012, been somewhat alleviated. As we continue to aggressively license new options for consumers this trend is bound to continue. “In fact, 11 new services have

launched in Canada in the last 12 months including ZIK, Galaxie Mobile, and CBC Music – three homegrown services.”

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