Episode 315 dives into a conversation Canada needs to be having right now. Erin Benjamin, President and CEO of the Canadian Live Music Association, breaks down why live music is one of the most powerful and misunderstood economic engines in the country. This episode goes far beyond concerts and culture, unpacking how live music fuels jobs, tourism, talent attraction, and city growth, while contributing billions to Canada’s GDP. Despite its impact, the industry remains largely undervalued and underinvested, not because it lacks potential, but because b...
Episode 315 dives into a conversation Canada needs to be having right now. Erin Benjamin, President and CEO of the Canadian Live Music Association, breaks down why live music is one of the most powerful and misunderstood economic engines in the country. This episode goes far beyond concerts and culture, unpacking how live music fuels jobs, tourism, talent attraction, and city growth, while contributing billions to Canada’s GDP. Despite its impact, the industry remains largely undervalued and underinvested, not because it lacks potential, but because business and policy have failed to fully recognize what’s already working.
Drawing from more than three decades in the music industry, Erin Benjamin explains what it will take to unlock the next phase of growth and why Canada is standing at a critical inflection point. From de-risking promoters and venues to integrating live music into economic development and tourism strategies, this episode makes a compelling case for why now is the moment to act. If Canada wants stronger cities, better talent retention, and globally competitive cultural industries, this conversation makes it clear that investing in live music isn’t optional anymore, it’s strategic.
Rockstars, I just want to say thank you.
Three years ago, this show started as an idea and a conversation I felt needed to exist. Today, it exists because you kept showing up, listening, sharing, challenging ideas, and supporting the journey week after week. Your support has turned this podcast into a global community, and I’m incredibly grateful for every download, every message, every conversation sparked because of it.
Here’s to the last three years of growth, learning, and momentum and to what we’re building next. If you’ve been here since day one or you just joined us recently, know this: this show doesn’t happen without you. Appreciate you all more than you know. 🔥🎙️
Key Takeaways:
- Live music is not just entertainment, it is a serious economic engine driving jobs, tourism, and city growth across Canada.
- Canada’s live music industry generates billions in GDP and supports over one hundred thousand jobs, yet it remains largely undervalued and underinvested.
- The biggest missed opportunity is not talent or demand, it is the lack of coordinated policy and business investment supporting live music infrastructure.
- Venues, promoters, and festivals are the backbone of the industry, and without protecting this infrastructure, artist development and touring collapse.
- De-risking live music is not about bailouts, it is about enabling smart growth and allowing promoters to take calculated chances on emerging talent.
- Live music plays a critical role in attracting and retaining talent, making cities more competitive places to live, work, and build businesses.
- Music tourism is one of Canada’s most underleveraged advantages and has the potential to scale economic impact far beyond ticket sales.
- COVID exposed how fragile the live music ecosystem was, but it also proved what is possible when government, business, and industry align.
- Business leaders have far more to gain from supporting live music than they realize, from brand alignment to employee experience to city vitality.
- As Erin Benjamin makes clear, Canada is standing at a moment where investing in live music is no longer cultural support, it is a strategic economic decision.
Organizations & Partners Mentioned in This Episode
This conversation would not be possible without the organizations and leaders doing the real work behind Canada’s live music ecosystem. We’re grateful to highlight the groups Erin referenced throughout the episode and the impact they continue to make across the country.
The Canadian Live Music Association is the national voice representing Canada’s live music infrastructure, including venues, promoters, festivals, and suppliers. Their advocacy and leadership have helped reshape how governments understand the economic, cultural, and social value of live music in Canada.
https://www.canadianlivemusic.ca
The Hear and Now initiative delivered the first-ever comprehensive economic impact study of Canada’s live music industry, fundamentally changing the national conversation around music as an economic driver.
https://www.canadianlivemusic.ca/economic-impact-assessment
The Canada Music Fund, administered by the Government of Canada, played a critical role in delivering historic first-time support to the live music sector, helping stabilize venues and promoters during an unprecedented period of disruption.
https://www.canada.ca/en/canadian-heritage/services/funding/music-fund.html
Folk Canada continues to support artists, festivals, and presenters nationwide, helping develop sustainable pathways for Canadian music and live performance from the grassroots up.
https://www.folkcanada.com
The National Music Centre in Calgary preserves, celebrates, and amplifies Canada’s musical heritage while serving as a hub for education, performance, and innovation within the industry.
https://www.studiobell.ca
The Music Cities Events team is bringing the Music Cities Convention to Calgary, creating an important platform for city builders, policymakers, and industry leaders to collaborate on the future of music-driven urban development.
https://www.musiccitiesevents.com
https://www.musiccitiesevents.com/alberta-mcc-2026
West Anthem is helping advance music city strategies across Alberta, connecting municipalities, industry leaders, and cultural institutions to strengthen regional music ecosystems.
https://www.westanthem.com
A special thank you to Jake Gold for making the introduction and for his continued leadership through The Management Trust. When Jake connects people, it’s always with intention and impact.
https://mgmtrust.ca
And finally, thank you to our title sponsor Hypervac Technologies for their nonstop support of The Business Development Podcast. Their commitment to meaningful conversations, Canadian leadership, and long-term thinking makes episodes like this possible.
https://www.hypervac.com
Mentioned in this episode:
Hyperfab Midroll
