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.
HELP CANADA’S HARDEST HIT BUSINESSES SURVIVE
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:
- 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 HardestHit.ca / DurementTouches.ca
- 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: https://www.ourcommons.ca/Members/en
- Spread the word on social media using the hashtags: #HardestHit and #ForTheLoveOfLIVE
- Key messaging guidelines can be found in our digital toolkit HERE.
MAKE SOME NOISE
#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
Become a #ForTheLoveOfLIVE partner by emailing us your logo.
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:
- 92% average revenue loss
- 60% of Canada’s hardest-hit businesses will be unable to stay operational without an extension to CEWS and CERS
- One in four arts, entertainment, and recreation workers lost their job in 2020. That’s 114,400 artists, technicians, marketing staff, arts administrators, and other cultural workers who could no longer earn a living out of their profession. Source: Stats Can Labour Force Survey, employment by industry, Canada. Calculations by CAPACOA
- $99M in GPP lost due to the shutdown of music venues in Toronto alone (as of October 2020). Source: Re: Venues, A Case and Path Forward for Toronto’s Live Music Industry
- 85% of professional musicians agree that if they can’t perform live, they will have a difficult time making a living Source: Crowded Out study commissioned by Music Canada
- More live music venues are predicting to close, losing jobs and the future of Canadian Music. Source: Coletto, D., Ross, M.(Feb. 2021). Live Music 2021: Where We Are and Where We’re Going. Abacus Data for Music Canada.
- More than 85 prominent music venues have permanently closed their doors. View our crowdsourced venue closures list here.
- Over three times as many individuals AND organizations report very high or high levels of stress and anxiety today (76% and 79%, respectively) as compared to before COVID-19 (26% and 25%). Source: Prairie Research Associates, National Arts and Culture Impact Survey, January 2020. Survey of individuals and organizations conducted in November 2020
- The live music industry has been dramatically impacted by the pandemic – extending to musicians, live music venues, staff, crews, music festivals, and others. Canadians believe that these sectors/professions need support from governments to help recover from the pandemic. Source: Coletto, D., Ross, M. (Feb. 2021). Live Music 2021: Where We Are and Where We’re Going. Abacus Data for Music Canada.
“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
Philip Vanden Brande
Join our growing list of #ForTheLoveOfLIVE partners by emailing us your logo!