Canadian Heritage Committee on May 6th, 2014

[Andrew Mosker]

I think it's a redistribution or a reallocation of part of it to some of the recommendations of the things the three of us have spoken to: broader investment in diversity, away from certain hubs, not necessarily just in central Canada, but in other parts of Canada. I think that's an important element of the CMF. I think it only builds our nation if there are investments in other regions, and I think that that's an important part. The allocation of the CMF could be considered. I, like Mr. Terrence, don't necessarily agree that we're looking for more money. We're thinking of how to invest, reinvest, or re-strategize the current investment that's already on the table.

[Stéphane Dion, Liberal, Saint-Laurent—Cartierville, QC]

Madam Jenkins, do you want to intervene on this aspect too?

[Tracy Jenkins]

I certainly agree with what the other presenters are saying and that it's very important to look at how to get the funding to a diversity of artists. Several of the artists that we work with frequently, who are doing very well within their world, have come to us and asked if we would consider starting a label to try to bring their music to market, to help them because they're having troubles negotiating the funding landscape as it is now. They're having troubles finding access to resources and they're looking to us to help them find their way through that. We're looking at whether we have the resources to take that on.

[Stéphane Dion, Liberal, Saint-Laurent—Cartierville, QC]

So, we have identified one common message by the three organizations here this morning. What would be the second agreement?

Mr. Terrence, what would be your second priority, should Mr. Mosker and Madam Jenkins agree with this second priority as well?

[Gregg Terrence]

With regards to the early education elements, we believe strongly that....

We aren't sure what can be done, either through the CMF or federally. We're unaware, politically, of what the opportunities are. It seems very often to be a provincial issue like the work done in Alberta. There seem to be a lot of small battles. Even with local school board trustees, it seems like there are a lot of skirmishes—to try to make sure there are instruments in schools and that kids appreciate music and so on and learn that language. I'm not sure if it's within the context of CMF, or whether it's even in the context of the music industry, but we all agree—

[Stéphane Dion, Liberal, Saint-Laurent—Cartierville, QC]

—or of the federal government.

[Gregg Terrence]

—or of the federal government or the music industry generally. However, it is an important priority to make sure there are lots of seeds.

[Andrew Mosker]

I would agree that the communication of the message through education of the importance of music is what's.... You're referring to this as the seeds and we refer to this as the inspirational stories of people from this country who have created great works of art known as music that has inspired the world. But that is not possible unless somebody is exposed to music at some point in their life and is given the opportunity to engage with it. So for us at a very fundamental level at the National Music Centre, and we're starting in Alberta because that's where we're headquartered, we have a vision to be national in every province and territory—

in French and in English—

and it's important that the message starts at an early age about the importance of music in cognitive and skill development, confidence-building, and at the same time in developing a set of values about what defines our country. Then once you take that message and you're confident that you can become a creator and you can earn a living from playing music because you have the set of tools at your disposal to tour, to record, to disseminate....

[Stéphane Dion, Liberal, Saint-Laurent—Cartierville, QC]

That's very closely linked to education. Maybe the provinces are in a better position than us to be very effective.

[Andrew Mosker]

I agree with that. I know it's provincial jurisdiction, but I think there has to be a message nationally about the importance of music to this country. I think that is fundamental to.... I think it's a federal government responsibility because it's about Canada. It's not about Alberta or Ontario or Quebec. It's no different than representing our athletes at the Olympics. That's a national message.

[Stéphane Dion, Liberal, Saint-Laurent—Cartierville, QC]

Madam Jenkins, how may the federal government boost interest in music?

[Tracy Jenkins]

I think there are opportunities within the work that Canadian Heritage is already doing in its support of festivals and presenters. A lot of festivals, like Sunfest mentioned earlier and the jazz festivals, have an educational component to them. They do try to do outreach and if those initiatives could be further supported, I think that would have a benefit. I agree that it's really important that kids understand that being a musician is a viable career choice. That wasn't part of my education growing up. I'm always shocked to see all these fantastic musicians making a living around me.

[Stéphane Dion, Liberal, Saint-Laurent—Cartierville, QC]

Thank you very much.

[Gregg Terrence]

If I may, may I add a small comment?

It's important to know that it is possible to make a living making music. However, part of our education programs should include dissuading many from doing so, as well, because not everyone can be a musician. Not everyone is talented enough. Not everyone can be a star and it's important to educate them on the landscape, on the business elements, on the competition levels, which are extreme. Not everyone can be an Olympian. Everyone can play soccer. That's great, but not everyone will go to the World Cup. Part of the process is actually saying yes, that there are possibilities; and yes, that there are systems in place; and yes, that the government cares and that if you are entrepreneurial and are talented, there are opportunities for you. However, it's also equally important, in our view, to educate people about the realities that are facing them, to make sure that we don't have too many artists who shouldn't be pursuing these careers and who should instead be moving onto other things in their lives so they can be more productive. It's important not to fool anyone or have any fantasies that everyone can make it.

[The Chair, Conservative, Gord Brown]

Thank you very much.

Mr. Falk, you have the floor for seven minutes.

[John Weston, Conservative, West Vancouver—Sunshine Coast—Sea to Sky Country, BC]

I have a point of order before we go on.

[The Chair, Conservative, Gord Brown]

Mr. Weston, go ahead.

[John Weston, Conservative, West Vancouver—Sunshine Coast—Sea to Sky Country, BC]

Well, as the parliamentary secretary, he seems to be a little rusty in his salsa dancing. I think he and the Lula Lounge should just hook up, but—

[The Chair, Conservative, Gord Brown]

All right.

Mr. Falk, you have the floor.

[Ted Falk, Conservative, Provencher, MB]

Thank you, Mr. Chairman, and thank you, witnesses, for coming here this morning. I've appreciated your comments.

As my colleague mentioned earlier, the Canada Music Fund is divided up into four different components.

Mr. Terrence, you were giving us a lot of facts and figures initially, but one of the things I managed to write down, in your presentation, was that 93% of FACTOR funding goes to 1% of the artists. You're suggesting a redistribution of some of the money that FACTOR receives—both FACTOR and Musicaction combined receive about $14 million.

What would you suggest?

[Gregg Terrence]

We suggest that one third be divided among artist-entrepreneurs, independent artists; that one third be set to FACTOR labels, managers, publishers for picking and shining fruit; and that one third be there for MEC, the Music Entrepreneur Component and collective initiatives, in order to make sure that the foundations of the industry and the businesses of the industry are strong as well.

[Zachary Leighton]

And to stimulate innovation in start-ups, I would add. That's a strong role in collective initiatives currently, through FACTOR. You get new business opportunities coming through that.

[Gregg Terrence]

Digital.

[Ted Falk, Conservative, Provencher, MB]

Like my colleague Mr. Dion, I'm going to try to get agreement from Mr. Mosker and also Ms. Jenkins.

Is that what you would also—

[Andrew Mosker]

Yes, I would agree.

I think investment certainly in innovation and digital platforms, and marketing, sort of what happens down the line after the music is made. I think ensuring that there is a distribution network that focuses on Canadian content somewhere, somehow, to get awareness for these artists out there. But I think it really rests in digital innovation, primarily.