In addition to the airplay, we often bring artists into our studios and allow them to talk about their new albums or their new projects. We also have spotlight initiatives when we invite our listeners and members of the community to come and benefit from a showcase of Canadian artists and maybe gain exposure to artists that they are not otherwise familiar with.
We see it as a symbiotic relationship, where we provide promotion and exposure for Canadian artists and help them to grow their careers, both here at home and then—through our direct financing or funding to agencies like Factor and starmaker fund —we give them access to monies that they would otherwise not have to be able to tour and make their records and manage their careers in a way that doesn't require them to have other outside distractions.