I love what Shawn is saying. I think the mentoring part is very important. If I may I'll give a few examples of how SiriusXM Canada has established that through our discretionary CCD funding over the past nine years. We've used those funds. We've tried to balance it three ways and that's in speaking with a lot of people in the music industry where the smaller festivals need support. Then we pretty much put together our own programs that we felt were also needed, and music education is another one.
If you want to nurture your culture, you have to start literally when they're six, seven, eight years old and through schools. So we've pretty much teared it up in those three themes within our investments. Within festivals, through our discretionary fund we've elected to sit down individually with every one of them when we sponsor or when we help and ask what their needs are. What have they realized within their community, their region?
I'll give you a perfect example, le Festival en chanson de Petite-Vallée, which is in Gaspésie, came to the table and said what they needed were bursaries for the participants who come here to have a singer-songwriter atelier for 10 days. They can't pay to get here. We need bursaries for that. Then we need a bursary to send them into a studio and work with a renowned producer, someone who has experience, to mentor them through the process. We said, “Fantastic. We'll put half our funding to your festival for that and the other half for all the production needs of the festival.”
So I think entities and broadcasters who are licensed in this country need to have the autonomy, the ability, and take the time to sit down with every party they're working with and establish the specific needs.