Shortly after the 1995 referendum on Quebec independence, the tide began to turn. Almost imperceptibly at first, artists began to return to Quebec or to migrate to Montreal, and young people were more inclined to remain in their home province than to leave. This was partly for cultural reasons. The strong francophone arts sector was an attraction. The rich linguistic complexity of Quebec was an attraction, and part of the change was economic. There were low rents and an affordable cost of living, and proximity to Europe and the U.S.A. In some cases, people turned to arts and culture due to an absence of opportunities in more traditional sectors.
By 2005, Spin magazine and The New York Times had discovered Arcade Fire and were looking at Montreal as the most interesting indie music scene in North America. English-language writers began to win national and international prizes. Visual artists, dancers and filmmakers also began to attract national and international attention.