Music Canada Live Becomes The Canadian Live Music Association

The Canadian Live Music Association
Courtesy Photo


As well, Erin Benjamin, formerly the executive director, has been promoted to president and non-voting CEO.

The Canadian non-profit Music Canada Live is taking on a new name and separate identity, The Canadian Live Music Association, it announced Friday (Jan. 11). The rebrand comes after considerable support to get off the ground by Music Canada, the non-profit trade and lobby group representing the major labels and associate indie companies and interests of the industry.

The Canadian Live Music Association represents various sectors and personnel working in the concert business, including promoters, festivals, talent agencies, venues, clubs, arenas, performing arts centers, ticketing companies, other organizations and suppliers. Its self-proclaimed mission is "to entrench the economic, social and cultural value of live music -- creating the conditions for concerts to thrive, from coast to coast to coast."

"This is an important milestone for our organization," said board chair Jesse Kumagai in a statement. "As Music Canada Live we were able to hit the ground running back in 2014 with great thanks to Music Canada for providing the support we needed to launch and grow as quickly as we did."

"Now, with over 200 members across the country and a clear mandate ahead of us, the time is right to establish our own distinct identity," continued Kumagai, who is director of programming for The Corporation of Massey Hall & Roy Thomson Hall and was previously with Live Nation. "Our new name and brand clearly reflect who we are and will strengthen our ability to advocate on behalf of our sector, our amazing members and deepen relationships our many valued partners."

In addition to the name change, Erin Benjamin, formerly the executive director, is promoted to president and non-voting CEO.

"We have achieved a remarkable amount of success in a very short time because live music is more important than ever, especially to artists," said Benjamin in a statement. "Our sector, in terms of Canadian music market revenues, is anticipating tremendous growth by 2021 and beyond. A robust association means a healthy industry. We are helping to tell the story of live music in this country by championing the work of our members, because when live music prospers, everybody benefits."

Last year, during Canadian Music Week, Benjamin gave an insightful speech during the Live Music Awards, outlining the accomplishments, challenges and goals of the organization and the business.

Benjamin said she hoped her annual speech would inspire listeners to do two things: "The first is to join Music Canada Live as a member if you haven't yet. Production companies, promoters, agents, festivals, suppliers, venues, we need you. Why? Because, number two ... It's for me to help you see yourself as part of the bigger picture of this industry, where you fit, imagining what's possible and how you can help us to ensure that every single facet of your work is valued and respected by governments at every level, by taxpayers and by other industries."