By Victor Li @victoreli23
Cover art by Zonagirante Studio
As I approached my fifties, my wife and I were pleasantly surprised to learn we were expecting our third child. With a 19-year-old daughter and a 12-year-old son, at that point in our lives we were envisioning a child-free future. However, Derek changed all our plans for the better and made them more exciting.. But then the pandemic came, changing our approach to life once again. When it ended, we started to reflect on what the future held for Derek. And we decided to pack our bags, leave Peru and seek new horizons.
We have been living in Canada for a year and a half, where I am studying for a diploma in Music Business in Durham College, An hour north of Toronto. It wasn't easy returning to the classroom at almost 55, especially studying with classmates who are mostly between 18 and 28 years old. However, it has been a very rewarding intellectual and professional experience so far. I have taken courses in Contemporary Music Industry Analysis, History of Popular Music, Contract and Copyright Law, and Networking and Event Planning.
I have over 25 years of experience as an artist manager in the Peruvian music scene. My clients have performed at Rock al Parque, Vive Latino, SXSW, have toured in Europe and have opened for artists from Paramore, Korn, Maroon 5 to Justin Bieber. One of them even had the honor of playing for the Rolling Stones at a private dinner in an exclusive Lima restaurant. However, I've discovered unexplored branches of the music industry that aren't very well known in Peru and that I'm interested in developing in the future, such as... music publishing.
Canada is the eighth largest music industry globally. Many great artists come from here, Celine Dion, Bryan Adams, Avril Lavigne, Justin Bieber, The Weeknd. They all had to make themselves known from the United States. Drake is the first Canadian artist to achieve global success without leaving his country. In a masterclass I attended last year, Drake's producer, Noah "40" Shehib, mentioned that their goal is that Toronto becomes a hub of the music industry like Los Angeles, New York and Miami.
Canada stands out because of its cultural policies and government support for the music industry, such as the Canadian Content Regulations (CanCon) that guarantee space for national artists on radio and television. I haven't had the opportunity to verify how effective and fair these regulations are, but I have seen a campaign led by Bryan Adams calling for them to be updated. since it doesn't seem to be very favorable to emerging artists, especially those who are doing global collaborations. In addition, programs like FACTOR and the Canada Council for the Arts They finance productions, tours, and artistic projects, which contrasts with the limited public investment in Latin American countries. This structure fosters an inclusive industry, reflecting the country's cultural diversity by combining indigenous, Caribbean, African, Asian, and European influences., while taking advantage of its proximity to the United States to expand its global reach.
In June of this year, I had the opportunity to go to Canadian Music Week (CMW). This event brings together emerging and established artists, industry professionals, record labels, producers, media, and music fans for several days of concerts, showcases, and informative panels. In addition to presenting live performances on multiple stages, CMW offers a platform to discuss trends, explore networking opportunities, and learn about innovations and challenges in the music world. It is recognized as a key meeting point for connecting local and international talent, boosting creativity and the development of the music industry globally. The event was sold out and in 2025 it has been “reimagined” as Departure Festival.
With a solid infrastructure that includes record labels, studios and renowned festivals such as the Montreal International Jazz Festival, Canada offers global platforms for its artists. Furthermore, the country's bilingual tradition enriches its musical offerings, with French-speaking artists such as Céline Dion and Coeur de Pirate crossing cultural barriers. The Canadian model prioritizes digital platforms and global markets where styles with international appeal such as pop, rock, and electronic music predominate.
Canada has a rich heritage of indigenous artists who have left and continue to leave a significant mark on both national and international culture and music. Among the legendary artists, the following stand out: Buffy Sainte-Marie, A pioneer of folk music and indigenous activist, known for her fight for the rights of native peoples and her impact on music since the 1960s. Another icon is Robbie Robertson, leader of The Band and of Mohawk descent, whose music fuses elements of rock with indigenous roots. In the contemporary scene, artists such as Jeremy Dutcher, Winners of the Polaris Music Prize, they have brought indigenous languages and traditions to a modern audience through their innovative fusion of classical music and traditional Wolastoqiyik chants. Other names such as Tanya Tagaq, known for her modern interpretation of Inuit throat singing, and A Tribe Called Red (now The Halluci Nation), a collective of DJs who mix electronic music with indigenous sounds, They continue to redefine Indigenous artistic narratives in Canada. Thanks to a research project, I discovered the Snot Nose Rez Kids, If I'm not mistaken It is the first indigenous hip hop group. These artists stand out not only for their talent, but also for being spokespeople for their culture and struggles, keeping traditions alive while taking them to new creative horizons.
Programs of Music Business These universities and colleges have the following: Centennial College of Applied Arts and Technology, Memorial University of Newfoundland, Algonquin College, Humber College, Durham College, Nova Scotia Community College (NSCC), Fanshawe College, Trebas Institute, McGill University and Metalworks Institute. These programs are designed to help students understand the business side of the music industry., including marketing, artist management, event production, etc.
The fundamental difference that Canada has with respect to many of the countries of the American continent This means that musical artists can access various sources of funding provided by the federal government, provincial governments, and private organizations. The Canada Council for the Arts offers programs such as «"Explore and Create", to support the research, development and production of artistic works, and «Arts Across Canada, to promote the dissemination of the arts at a national level. FACTOR (Foundation Assisting Canadian Talent on Recordings) It provides grants for artist development, recordings, live performances, and music video production, among other things. Each province has its own arts council that offers specific grants. For example, Ontario Arts Council provides support to musicians and musical organizations in Ontario and the Council of Arts and Letters of Quebec (CALQ) offers grants for the creation, production and dissemination of artistic projects in Quebec.
In addition, there are other organizations such as the Canadian Starmaker Fund, which is made up of the Canadian Association of Broadcasters (Canadian Association of Broadcasters) with the approval of the Canadian Radio-television and Telecommunications Commission (CRTC). It supports marketing initiatives and tours for emerging Canadian artists with a proven track record of music sales. Throughout its existence, it has awarded almost $170 million to Canadian musicians through 2024. SOCAN Foundation created by the Society of Composers, Authors and Music Publishers of Canada, It offers programs such as the "Travel Assistance Program" to support tours and presentations, and the "Professional Development Assistance Program" for professional development. MUSICACTION, In Quebec, it provides funding for musical projects, including production and promotion. In addition, there are specific programs such as the «Live Music Workers Fund», a $16 million fund launched to support live music workers in Canada.
In conclusion, a very different world from the one we have been used to dealing with in Latin America and where, theoretically, the planning and organization of a good work and marketing plan It helps emerging artists to continue their musical careers and not have to dedicate themselves to other pursuits.. I trust I'll be able to witness such beauty firsthand in the very near future, as I'm set to be managing the career of a Canadian artist very soon. Let's hope the winds and good fortune are in our favor!
