| Our plan
CANCON Pro, for
We are proposing that CANCON remains at today's CRTC's
target level of
40% and that radio stations receive incentives, called
CANCON CREDITS, for promoting Canadian artist development.
When a radio
station plays a Canadian International
Artist, like Alanis Morissette or Celine Dion for example, they
will be credited for playing 0.75
CANCON song. This
credit is slightly reduced from its current value of 1.
When a radio station plays a Canadian Established
Artist, like Blue Rodeo or The Tragically Hip, they
will be credited for playing 1.00
CANCON song. Established
artists will remain at today's standard CANCON credit.
When a radio station plays a Canadian National
Artist, like Kathleen Edwards or The Arcade Fire,
that are signed but have yet to make lasting impression
on the Canadian public, that station will be credited with playing 1.25 CANCON song.
When a radio station plays a Canadian Developing
Artist, otherwise known as unsigned or independent,
that station would be credited with playing 1.50
CANCON Pro is
to be successful, it will require clear definitions and
designations for all Canadian artists. Here is how
we propose to define it:
are known to all of us. We are suggesting a
formula based on international radio
play. Once an artist has
reached a fairly high level of international success
on radio, and that success has resulted in heavy
Canadian radio play, they will be designated as an International
Artist. We are currently doing a research study that will
lead to our final formula. We can
say this; we are setting this bar very high so that
there is no doubt whatsoever when an artist reaches this
are artists not reaching International
Artist designation, but with household name status in
Canada. Our ongoing study is focusing entirely on
Canadian radio spins. Once an artist reaches a
certain level of commercial radio Canadian spins, they
will be considered established.
are artists not reaching International
Artist or Established Artist designations, but having
National distribution with a FACTOR Recognized Distributor.
If an artist is
signed to a distributor certified by FACTOR (Foundation to Assist
Canadian Talent on Record), they automatically qualify for
larger grants and loans. The entire Canadian music industry and the government
of Canada already recognizes FACTOR's Recognized
Distributor list as the defining line between National
Artists and Developing Artists, so we will as well.
artists not qualifying for any of the above.
at all. MAPL is a recognized standard that will
still be required to define what qualifies as Canadian.
Remember, all music qualifying for CANCON CREDITS will
need to first pass the MAPL test.
find out more about MAPL, click here.
will arm radio station music directors with legitimate
business cases for adding developing Canadian artists.
In today's environment, when music programmers must choose
between the "safe bet" international star and the "risky"
established, national or developing artist, with both songs meeting CANCON
/ MAPL requirements and both considered excellent songs, there is
simply no incentive for choosing
the lesser known artist.
Our proposal will level the playing field and stir more
debate during programming meetings. This proposal will
encourage bolder decision-making and ultimately more Canadian
especially local ones, will receive more attention and
opportunity to receive more local radio play. This
will help create a strong minor league system for record
will benefit from an improved CANCON system as they continue
to build their success stories. They will receive
the extra push they need as they try to become an Established
will hold steady with standard CANCON credit and will
continue to benefit from Canada-wide name recognition
and established careers.
will continue to receive lots of airplay in Canada, will
still sell out concerts and make millions of dollars.
They will be nearly unaffected by these changes.
will return to the business of breaking bands and could
potentially return to its glorious past as an exciting
medium. Radio will enhance its role as a friend
and partner to the music business, including independents.
will hear a broader array of Canadian music and less repetition.
will benefit from a stronger "minor-league system"
that introduces them to up and coming Canadian talent.
should help reduce their risk.
plan may be simple, but it has the potential of having
a lasting positive impact on the entire Canadian music
industry. We believe the implementation of this
proposal will be a major turning point in the history
of Canadian music.