TORONTO – The Canadian Live Music Association says it’s responding to the U.S. tariffs with a new campaign to promote homegrown musicians and venues.
The music advocacy group says it will launch “Canada is Live Music” in the coming weeks and draw attention to concerts as “a tangible lever that inspires solidarity and national pride.”
The public awareness campaign will also promote live music’s role as a driver of jobs, the economy and culture, as well as encourage various levels of government to work more closely with the sector.
The push comes after U.S. President Donald Trump slapped a 25 per cent tariff on Canadian goods on Tuesday, which even before its introduction had ratcheted up tensions between the two countries and stoked national pride at home.
The CLMA told its members, which include music venues across the country, that it intends to unite them strategically as they did at the height of COVID-19 closures.
It says the message will encourage Canadians to consider stronger support of local artists and entice tourists from both inside and outside the country to attend live music events in Canada.
A recent study commissioned by the CLMA found that live music and related tourism spending contributed $10.92 billion to the gross domestic product in 2023.
This report by The Canadian Press was first published March 4, 2025.
