Touring Canada:
Understanding Music Markets North of the Border

By A-J Charron

Once your band has established itself and is playing routine gigs, you may still long to break new ground. Perhaps the gigs you’re being offered don’t fit your band’s mold and you want to try a different market. The answer may lie directly to the north: Canada. While the market in the United States is abundant, it is not necessarily easy to penetrate. Although Canada’s population is only a little over 30 million, compared to about 300 million in the United States, many opportunities await in this easily accessible and welcoming market.

Despite its small population, Canada is actually the second biggest country in terms of landmass in the world (the US is fourth). Since the vast region is not densely populated, a trek across the country might not be the best option. The key is instead to hone in on the sectors that best fit your band’s target market.

Roughly 75% of Canada’s population speaks English, and 25% speaks French. The large majority of French speakers live in Quebec. These two distinct cultures elicit very different audiences. Due to the sheer size of the country, people in the east do not have the same needs and desires as residents in the west or those land-locked in the center.

Canada is a huge country with few people, often far between. Therefore, the most economically efficient way to tour across Canada is to merely include these major Canadian cities in a US tour. You’ll be crossing the border often, but it makes more sense, especially when applied to the St. Lawrence Valley.

Let’s embark from the west. British Columbia (BC) is the westernmost province in Canada. It is also the warmest province; it does not get very cold in the winter, but does rain frequently. Its largest city, Vancouver, has a climate similar to Seattle (only 140 miles away), and is the city of interest for any band playing in BC. Vancouver’s population is about 600,000 and it is a business-oriented, modern city. It houses a diverse ensemble of people and therefore welcomes a large variety of musical genres, making it a viable destination for just about any band.

Venturing east, across the tumultuous Rockies, are the prairies and the province of Alberta. Six hundred miles east of Vancouver, along the banks of the Bow River in the south of Alberta sits Calgary. This city has grown exponentially over the past few decades, with a current population just over one million. Calgary has a tradition of country and folk music, but is gradually becoming a contemporary environment, introducing possibilities for other genres. In fact, Alberta has been home to several rock bands recently.

Three hours north of Calgary is Alberta’s capital, Edmonton. Its population is 700,000. It is more conservative than Calgary, and therefore is not a choice destination for more eccentric acts.

Our next eastern stop is Saskatchewan. This scarcely populated province relies almost entirely on wheat for its economy. Less modern than other destinations, it is not open to more novel acts, while remaining welcoming to country and folk.

A 355-mile drive away is Manitoba and its capital city, Winnipeg. The population here is 650,000, with limited activity. It remains a great place for country and folk, but other genres are advised to skip the territory.

Fourteen hundred miles east is Toronto, Ontario. Toronto is the largest city in Canada with a population of about 5 million. It is the financial center of Canada and half of its population consists of immigrants. Toronto is a commercial hub. The culturally-diverse population is receptive to all kinds of music. From the most conservative to the outlandish, Toronto accommodates just about any act.

Another twelve hours east is Montreal. This is the largest city in the province of Quebec, the largest Canadian province. The bulk of Canada’s French population resides in this area; out of 7.5 million people in the province, almost seven million are French Canadian. Quebec is actually one of the biggest music markets in the world, proportionally. A gold record in Canada equates to 50,000 copies sold, and a large portion of albums sold in Quebec go gold, platinum or multi-platinum without even selling a single copy in the rest of Canada.

Despite the fact that the majority of Quebec’s population speaks French, Anglophone acts are still welcome. A word of advice: take the time to learn a bit of French. You don’t need to learn it on a conversational level, just know the basics. In any French-speaking province, this elementary effort will help you gain the respect and admiration of the crowd. Before the gig, check with someone to make sure you know the correct pronunciation.

Montreal Island is home to three million people, with another million and a half in the surrounding area. Montreal is and always has been the artistic capital of Canada. For novel and out-of-the-ordinary acts, Montreal is the place to be. The dozen or so cities along the Toronto-Montreal axis, known as the St. Lawrence Valley, are also worth visiting. The entire region contains about 80% of the total population of Canada.

The last of our destinations is Maritimes. These four smaller provinces are not very populated, but remain accommodating; the modest population abates the common access barrier, opening the doors for more artists. Most genres are welcome, but it tends to be a safer bet for country, folk and rock.

WEATHER

Weather is a major factor if you plan to tour Canada. Apart from British Columbia, Canada is overall a country of extremes; summers tend to be extremely hot and winters extremely cold. As such, snow is another major commodity in Canada; if you’re planning to tour during winter, make sure your engine can handle the strain. Be prepared for the delays that inevitably accompany snow; sometimes entire highways are shut down. If you plan on touring in the summer, make sure you have air-conditioning; it can be very hot and humid.

WHAT YOU NEED

To cross the Canadian border, you only need a photo ID; a passport doesn’t necessarily matter. Expect to be searched every time you cross the border; it won’t happen every time, but be prepared just in case, and allow up to half a day of extra time for border crossing.

Make sure you have copies of any contracts you have signed for your upcoming gigs. Become members of the American Federation of Musicians (www.afm.org), an organization that will provide you with all the proper paperwork, making the process shorter and much less of a headache. As a member of the AFM, you can also take advantage of insurance for your equipment. Entrance into Canada is generally lenient; it’s returning to the US that can be a problem.

Also look for the Music Directory of Canada (www.musicdirectorycanada.com). The book offers contact information for Canadian agents, managers, festivals and clubs, and much more.