We definitely need to invest in them. We need to educate them on these platforms. We need to engage with the platforms to make sure that Canadians are using them in a way that will maximize the number of plays.
We see on these platforms that the top 10% of views are controlled by 100 or 200 creators and companies. The bottom per cent of the views are filled with 10,000. You cannot develop a company or have a creative career in that bottom 10%.
We need to be working with creators and companies as they emerge regionally and in the francophone community to allow them to grow at a pace that allows them to then move into those upper tiers. If they get played, they will get paid.