Announcing Jägermeister x #ForTheLoveOfLive Relief Fund Recipients

On June 10, 2021, Jägermeister Canada in partnership with the Canadian Live Music Association (CLMA) announced the successful recipients of the Jägermeister x #ForTheLoveOfLIVE relief fund supporting live music venues across the country. 100 successful recipients were selected via a lottery system which Jägermeister ran in partnership with the CLMA.   

The live music industry has been shattered by COVID-19 restrictions, and Jägermeister Canada provided a $100,000 relief fund to help independent music venues survive the downturn. More than 100,000 arts, entertainment, and recreation workers lost their job in 2020 and revenue cratered–down 92% year-over-year–as live event sites were forced to shutter. Even as vaccination efforts roll out across the nation, the industry’s future remains uncertain.  

Independent Canadian music venues play a vital role in the music ecosystem; these are creative spaces known for incubating the talent of tomorrow and bringing communities together. Many of today’s best-known artists started their careers on indie stages, and it is Jägermeister’s hope that this urgent relief fund will help keep the lights on and get the music going again.

Grants of $1000 will be dispersed to the following successful recipients:

Jägermeister Canada and the CLMA will work together throughout 2021 to bring greater attention and support to the suffering industry. In addition to the relief fund, Jägermeister is encouraging music lovers everywhere to join the movement by sharing their favourite live music memories, concert videos, and photos on social media, using the #ForTheLoveOfLive hashtag.

To learn more about what Jägermeister is doing to support live music in Canada, visit

Let’s amplify our love of live! Help live music live on.


Read more about the #ForTheLoveOfLIVE campaign.


#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