I’ll say it again, what’s wrong with Canadian Country Music? I mean there must be a problem if we need to turn to big American acts at events that are intended to celebrate our home grown talent…right? Can most Canadians even name a Canadian country artist without having to Google them first? Anyone wonder why that is?
A few weeks ago I visited Hamilton for a couple of days of Canadian Country Music Week. I was blown away by how much incredible talent we have in this country, I mean I already knew but it’s the first time I’ve seen it all in one place. There were so many showcases, many of them free, which included dozens of artists you wouldn’t even know existed if you only paid attention to what mainstream radio and the Canadian country music industry showcase.
Hailey Benedict performs in Edmonton photo by Mike Scott
Among the events I took in was the SXM Top of The Country finals at the Music Hall, I struck up a conversation with another couple that was sitting in my row and, ironically, it turns out we were both from the Brockville area. They were also in town on business and had no idea it was Canadian country music week, before they arrived. They commented that they had been busy much of the day taking in events across Hamilton and had seen and heard so many artists that they didn’t know existed because they never hear them on the radio. They even commented that some of the talent was better than much of what they hear on the radio and wondered why that was. I couldn’t answer them. But they’re not wrong.
Fast forward to Saturday’s main event, I was unable to stay for the awards as I was also only in town for work, conveniently scheduled to coordinate with country music week, a night that exists to showcase the best of Canadian country music and it was overshadowed by American artists. Nothing against any of the American artists that performed they’re all talented artists in their own right but what benefit is it to them to come to Canada to take over an event that, by design, is intended to showcase the best of Canada?
Lindsay Ell Receives the award at the CCMA Awards Show in Hamilton. Photo by Spencer Smye
Ok we did a little bit better on the awards front this year and gave some new deserving artists hardware rather than the lather rinse repeat from previous years. But why must we keep giving the same award to the same artist year after year after year? Don’t get me wrong Tenille Townes is incredible but so is Tenille Arts, Shania Twain, Mackenzie Porter (I watched Mackenzie rock out a killer set with really bad food poisoning this summer, tell me she doesn’t deserve an award just for that!). What about Lindsay Ell? How is it that the incredible Lindsay Ell who has toured across Canada and the US, more than once, only got her first CCMA Award for Single of the Year THIS YEAR?!? How has she not won Female Artist of the Year a dozen times already?
Ever wonder why the Fans Choice is often made up of the same 10, or so, artists? Because it’s those 10 artists that get recycled over and over on mainstream radio, sprinkled in between the Morgan Wallen’s and the Sam Hunts. And what’s this about there being only one female in the fans choice? You’re telling me that Tenille Townes is the only Canadian female country artist that has the potential to be a fan favourite? (not excluding Jenna Walker of the Reklaws of course, but I don’t count duos as a representation of female country)
Kudos to the industry for getting a few right last weekend. Kyle McKearney and Josh Ross were both equally deserving of their awards, was truly great to see some fresh faces finally get recognized. Josh Ross as Breakthrough Artist of the Year just made sense after the year he’s had. So that’s a few outside of the usual mold, can we do better in 2024?
What about the up and coming artists? They were drawing in the fans on Thursday and Friday to their showcases, some of which they organized themselves I might add. Where were they on the big night? Well some of them were playing at a showcase that was also organized by another artist. Why is it only 2, maybe, 3 (if we’re lucky) fresh faces break through every year and a couple of them only thanks to the SXM Top of the Country and the Boots and Hearts Emerging Artist showcase. Is it really necessary to win or qualify for one of these two events to make it as an indie artist? Are record labels really necessary to be noticed these days? I’ve heard from many indie artists that would rather just do it on their own, record labels are too restrictive I mean when a superstar like Brett Kissel choses to leave his label to go indie shouldn’t that tell you something?
Is this not the Canadian Country Music Association? Does this organization, of which I am a member, not represent ALL Canadian country recording artists? According to their website their mandate is as follows:
The Canadian Country Music Association (CCMA) is a membership-based, not-for-profit organization committed to the promotion and recognition of Canadian country music. Built upon the foundation to educate, elevate and celebrate Canadian talent, the CCMA progressively heralds the spirit, community and creativity that country music fosters.
Sam Hunt performs at the CCMA Awards Show in Hamilton. Photo by Spencer Smye
If we’re elevating and celebrating Canadian talent why must we take away spots from our homegrown talent at a celebration that is supposed to celebrate them and give them to American artists? This is no way is meant to take away from any of the American artists who took part in the Awards but from my perspective, the perspective of someone who has made it MY mandate and the mandate of my company to seek out, and discover new and exciting Canadian artists of all genres from coast to coast to coast, that money could’ve been spent on better programs and showcases to showcase tomorrow’s stars!
Shania Twain arrives on a dog sled at the Grey Cup Halftime show in Ottawa photo Renee Doiron
But it doesn’t end there. Canada has many things that we can call our own, from stronger beer, to Smarties, to Bryan Adams, to poutine, to the CFL (except, as Tim Hicks points out, we’ve got bigger balls, a longer field and one less down). Sure Football might be a huge game in the USA but they have the NFL and they have a huge Half Time show but we have an incredible Grey Cup Festival every year to coincide with our big game. I personally covered the Grey Cup Festival when it was in Ottawa, Canada’s Capital in case you forgot, and it was an incredible display of Canadian unity with Canadian football fans from across Canada all coming together to celebrate their favourite game (even if their teams weren’t in the actual Grey Cup match). Back then we had a lineup that celebrated Canadian music, from Jess Moskaluke to Trooper and April Wine and more. Shania Twain even rode in on a dog sled at a true Canadian half time show in a blizzard.
Today it was announced that superstar Canadian country artist Carrie Underwood would be headlining the 2023 Grey Cup Festival in Hamilton. Oops sorry I forgot the only thing Canadian about Carrie Underwood is her husband. Sorry were all of the other Canadian country superstars not available? To the Grey Cup Festival organizers this isn’t a dig at you, not directly anyway. You want to bring the best possible show to your city and kudos to you for that. This is more of a commentary about why we’re slowly pushing Canadian country music aside in favour of the larger, better known, US acts. Aside from Shania who was the last Canadian country artist that could sell out an arena at $1000+ a seat like Morgan Wallen just did in Ottawa last week?
If we don’t start paying attention to and promoting tomorrow’s stars TODAY something shocking is going to happen tomorrow….and that will be that there will be no Canadian country music left as these artists can not and will not survive if the very industry that is designed and mandated to support them doesn’t step up and do something NOW! I implore the members of the Canadian Country Music Association board of directors to search their souls and ask themselves what they want the future of our industry to look like. Do we want new artists to feel welcomed and embraced? or do we want to make them feel like they need to go south or overseas to awards like the Josie Awards, the ISSA Awards or the Holland Red Carpet awards…all of these award shows heavily showcase Canadian indie talent…so if the rest of the world can acknowledge the talent we have in Canada, why is it so difficult for us to acknowledge them here at home? This is the kind of thing that keeps me up at night, something is broken! The question is how; or maybe better yet, who can fix it?
To all you Canadian artists reading this I have always and will always have your backs, even if it’s unpopular. But I can tell you there’s others like me out there and I saw them before, during and after country music week in Hamilton. We need to unite our voices and bring Canadian country, make that Canadian, Music front and center again in Canada before we have nothing new to offer.
But don’t take my word for it…stream out Canadian Country playlist on Spotify and listen for yourself (the only requirement to get on this list is to be a Canadian country artist by birth)
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4 comments
Stellar article Hendrik, I said the exact same thing. I took in the events, the festivities, the showcases. Further to your point, we have so many exceptional and talented artists here…I’m beyond tired of the same 7 or 8 artists being nominated/winners each and every year.
Being on the road for almost 50 dates this year we have shared the stage with artists that I personally can’t believe haven’t been recognized or haven’t gotten farther in this industry than they have.
Also, being a member of CCMA and CMAO, most of this recognition and voting takes place from peers. Friends voting for friends. I’m certain the major labels have personnel to vote for their own also.
As for “The Board” might be time for some new unbiased faces there too. Maybe if we could get more artists on the the board (I think Don Amero is the only one) instead of record and label execs, could we see a shift? I think we would…
This is the very reason i left Country Music years ago. I was offered a country music deal through a label that required myaelf to pay for everything and give them a portion of the proceeds for slapping their logo on my cd. When i didn’t sign the deal my music stopped being played, shows dried up and i was pished out. Never to be supported unless i made the industry money while i struggled and could have very well ended up on the streets. Canadian Radio refused to play my muaic unless i was with a label and playing regular shows coast to coast which is extremely difficult to do without a label. I support all indie artists and give those struggling my full support as for labels and the ccma they should be ashamed how they treat those with dreams who only want to entertain and share their craft. I felt more accepted and part of something when i was writing in Nashville then i ever did in Canada and that is a huge shame.
All systems are in major flux right now. Government, finance ,energy, education, fuel systems, communications.
Music and entertainment are small subsets of these massive system changes.
Large systems(like ships) are slow to change direction…especially with old school captains at the wheel.
Talent has not been that important these past couple decades. It seems popularity drives the wheels on the current bus.
For too long Canadian country artists have been encouraged to be the next ” waylon, ,Alan , travis…” whatever. I know…old REFERENCEs.
And also , maybe at least a tiny bit of the responsibility should be shared by the artists. Write something from your experience and heart.
Maybe alot of Canadian country music fans throw up in their mouth a little bit every time they hear another song about 4×4 tailgate parties or some jilted lover keying their boyfriend’s truck.
Get original ! Quit going to Nashville to ”write a hit”. Look around our beautiful country for stories and inspiration. Quit worrying about an Accepted formula. Quit trying to copy the American model. Be genuine with lyrics and music.
Everyone has had it up the wazoo with designer, copycat , disingenuous sound alike crap. Quit chasing the style of the last Taylor swift song.
You want sht to change then get away from formulaic, so called country.
Excellent article, Hendrik. Absolutely agree. The output from canadian country artists over the past few years has been stellar, yet, it seems there are fewer canadian country songs landing on the Canadian Hot. 100. I’m a huge country fan at 21 years old, but i find that many country fans in my age range are unaware if the likes of Dean Brody, Dallas Smith, Brett Kissel, etc., untiL I introduce their music To them. The major power structures in the industry are not adequately supporting Canadian talent at the moment. This needs to change.