Music industry emerges from the pandemic

BY KAYLA GUERRETTE

Now that the pandemic is coming to an end and health care restrictions are ending, Michael Dawson is considering which programs SaskMusic initiated during the crisis are going to remain as the music industry returns to normal.

The SaskMusic executive director said the industry was constantly pivoting as they adjusted to the changing set of circumstances. The association, which represents, promotes and develops artists and the music industry in the province, was forced to plan and strategize new ways for artists to stay active. Staff helped members navigate the new world as the industry came grinding to a halt.

“The primary revenue for so many artists is performing live,” says Dawson. “As music moved to streaming services and away from selling physical products, it has been live performances that sustained a lot of careers. Without those

Saskatchewan artist Melodna is capturing attention with her two singles and debut EP. She was videotaped during one of SaskMusic’s Winter Showcases. (Photo: SaskMusic/ Moe Mugz)

opportunities, we had to ask ourselves what we could do to help support these artists.”

That meant re-inventing the wheel in a lot of cases. Dawson said SaskMusic looked at numerous options ranging from a relief fund to support struggling artists to raising the awareness of the many artists and venues across the province. These initiatives led to significant discussions about the impact the pandemic had on musicians and their importance and value moving forward.

As the province is re-opening, Dawson says they are now looking at the industry differently. The programming that was successful will remain and they are now looking to integrate some of their past programs as live music begins to reappear.

“We are always wanting to do more,” says Dawson. “You see these artists working so hard and have so much faith in what they are doing. As an organization we are always wondering how can we help. There were definitely a few instances where we helped in a really beneficial and impactful way, and I hope that it pays off down the road for some of the artists.”

It may have been a difficult and challenging year, but Dawson says that with some ingenuity and hard work, artists have been able to really elevate their voices during the pandemic. When Saskatchewan people are presented with a challenge, their greatest strength is the resilience they have to persevere and support one another through hard times.

The province may slowly be finding some form of normalcy, but Dawson says it will take time for the industry and live music to return to where it once was.

“A lot of tours that would typically come through the province are routed three to six months and even sometimes a year in advance,” says Dawson. “This means that a lot of live music still won’t be happening until well into the fall or early next year.”

He adds that there are also different re-opening rules for different provinces and there is still uncertainty regarding international travel. It leaves the industry finding their footing as they continue to explore new ways to innovate music.

“I really believe we are about to see some really great music coming out of our province,” says Dawson. “There are a lot of folks who have been working hard and writing in anticipation to be able to share new music and get out there. It is my hope that we will see a significant rise in the profile of Saskatchewan artists across the country and beyond.”

One of the first casualties of the pandemic was the Juno Awards and everyone in the province had been excited to play host to this Canadian music event. The decision to cancel the event still reverberates in the province.

“It unravelled so quickly but felt like everything was moving in slow motion,” says Dawson. “We are still dealing with the ramifications that this has had on our industry. “

But he is also hopeful that the Juno Awards will take place in the province again sooner rather than later.

“I do think it’s such a wonderful celebration and brings so much to the community. The dates for each Juno Award ceremony are set a few years in advance. It’s definitely something we look forward to having return to the province.”