Join Us #ForTheLoveOfLIVE

Launched by the CLMA in February 2021, #ForTheLoveOfLIVE focuses on the damage COVID-19 shutdowns have caused the full breadth of Canada’s live music industry–from artists to venues to production workers–who connect Canadians with extraordinary live music experiences. With a reach of over 37.2 million, the momentum of the campaign has resulted in many wins, including historic live music support in the 2021 Federal budget. On the long road to recovery, #FortheLoveofLIVE will continue to be our rally call, ensuring that Canada’s vital live music industry will be able to play a meaningful role in this country’s economic, social, and cultural rebuild. Follow us on socials, share your own photos, and tag us with #ForTheLoveOfLIVE.



While Canadians and most businesses will feel like their lives are returning to normal this summer and fall, our sector reflects a very different picture. Concerts and the live music industry, festivals, fairs, events, and other experiences that need much more lead time to plan won’t return until spring of 2022 at the earliest, and they will need a bridge to get there. 

According to a June survey of the Coalition of the Hardest Hit Businesses, nearly 60% of respondents say that they will be unable to stay in business without continued access to federal support programs.

In light of the upcoming federal election, now is the time to make our needs heard.

How You Can Help:

We have THREE critical action items to ask of you:

  1. Send a letter to your local Member of Parliament. It is already written, you simply need to press send! Please do so by clicking HERE or head to /
  2. Engage with your local MPs/Candidates this summer – whether it’s a meeting, email, phone call, when they come knocking on your door, or a letter. Our goal is a total of 1,000 meetings per week. If each business/organization mobilized 10 meetings per week, we would reach this goal. You can find your local Member of Parliament here:
  3. Spread the word on social media using the hashtags: #HardestHit and #ForTheLoveOfLIVE
  4. Key messaging guidelines can be found in our digital toolkit HERE.



#ForTheLoveOfLIVE is an awareness campaign to bring attention to the damage COVID-19 shutdowns have caused Canada’s live music industry – the artists, festivals, venues, promoters, clubs, concert halls, arenas, talent agencies, unions and many others working in the supply chain that connect Canadians with extraordinary live music experiences.

We know how much live music means to you and we encourage you to join us and add your voice to support your favourite artists, local venues, friends, families and neighbours working in the live music industry. Make some noise!

Here are other ways to help:

Follow us on socials, share our digital assets found HERE, or share your own photos and tag us with #ForTheLoveOfLIVE

Download one of our digital toolkits to help spread the word!
I am an Artist
I am an Industry Member

Become a #ForTheLoveOfLIVE partner by emailing us your logo.


Why #ForTheLoveOfLIVE

It is now fully understood that live music will be among the last to recover, and that “when” remains unknown. Venues have closed their doors and many will never reopen. This is a significant loss to the cultural fabric of our nation that cannot be reversed without action today. We want to ensure live music remains at the forefront of recovery conversations.

Before March 2020, the Canadian live music industry provided 72,000 jobs and contributed approximately $3 billion to the national GDP. Since March 2020, the industry has reported:

As venues close, every single day jobs are lost… continuing to stay viable as a business is becoming impossible. I’m starting to realize we might never be back… that live music may never recover.” CLMA member, November 2020

Contact Us

General inquiries:

Press inquiries:
Philip Vanden Brande

Campaign Partners

Join our growing list of #ForTheLoveOfLIVE partners by emailing us your logo!