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Canadian Live Music Association begins campaign

The Ottawa-based Canadian Live Music Association has begun a campaign called “For the Love of Live.” The initiative is intended to raise awareness of the impact of the COVID-19 pandemic on the Canadian live music industry. It consists of a social media component in which consumers are invited to submit images, videos or descriptions of their favourite live music events. This is being supported with out-of-home advertising in Toronto, Vancouver, Montreal and Calgary. The retail store-based displays and street posters are being provided by Grassroots Advertising.

“Live music is a major economic driver across the country, and we know that Canadians will want to return to live music venues when it is safe to do so,” said Erin Benjamin, president and CEO of the association. “Real people in your community are at risk of losing their jobs forever. They need additional, ongoing targeted support from governments to ensure that when COVID measures are lifted, Canadians continue to have access to the artists and live music experiences they know and love.”

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