Join us in #ForTheLoveOfLIVE
Launched by the Canadian Live Music Association in February 2021, #ForTheLoveOfLIVE is an awareness campaign focused to shine a spotlight on the damage COVID-19 shutdowns have caused Canada’s live music industry – the artists, festivals, venues, promoters, clubs, concert halls, arenas, talent agencies, production people and many others working in the supply chain that connect Canadians with extraordinary live music experiences. Hugely impactful, the campaign has seen engagement from all corners of the country, from all parts of our industry, from fans and beyond, with a reach of over 37.2 million.
The momentum of the campaign has resulted in many WINS, including:
- Historic support within the 2021 Federal budget for Live Music and Festivals, announcing $70M to the Canada Music Fund, with $50M earmarked specifically for live music and live music venues.
- Over 185,000 #ForTheLoveOfLIVE social interactions.
- Over 30,000 letters of support were sent to Members of Parliament on behalf of the Live Music Industry, one of the hardest-hit sectors during the pandemic.
#FortheLoveofLIVE will continue to be our rally call for as long as is necessary, helping the CLMA and its community ensure that Canada’s vital live music industry will be here, able to play a meaningful role in this country’s economic, social and cultural rebuild. Learn how you can help and #makesomenoise #FortheLoveofLIVE.
Make Some Noise!
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!