As the Junos spotlight Canadian talent, industry leaders are focusing on the underlying business pressures shaping the country’s music sector, from global competition on streaming platforms to rising touring costs and the early impact of artificial intelligence.
BNN Bloomberg spoke with Andrew Cash, president of the Canadian Independent Music Association, about how Canadian-owned music companies are competing globally while navigating structural challenges across the industry.
Key Takeaways
- Canadian music companies face intense global competition on streaming platforms, making it harder to stand out despite broader international reach.
- Touring remains essential for artist income but has become increasingly cost-prohibitive, especially for smaller acts.
- Live music and grassroots venues continue to play a critical role in developing artists and sustaining the industry ecosystem.
- Artificial intelligence presents both opportunities for business efficiency and risks around transparency and creative ownership.
- Regulatory and market challenges, including trade dynamics, are adding complexity for Canadian-owned music businesses.
Read the full transcript below:
ROGER: Ahead of the Canadian Music Awards — the Junos — we’re going beyond the red carpet to the business of Canada’s music industry. Is Canada riding a global wave or getting squeezed by streaming giants, rising costs and AI disruptions? Here to discuss this further is Andrew Cash, president of the Canadian Independent Music Association. Andrew, thanks very much for joining us today.
ANDREW: Yeah, nice to be here.
ROGER: I know you’re down in Hamilton for the Junos. What’s the atmosphere like down there?
ANDREW: Well, it’s very optimistic, and I think people are excited about Canadian music. It’s always great to bring the community together because the Canadian music industry is fairly tight-knit and relatively small in the grand scheme of the global music business — a small, tight community.
ROGER: You mentioned the optimism. Where’s it coming from?
ANDREW: In your setup, I think you accurately portrayed the situation. It’s both a time of interesting opportunity for Canadian music and a time when we’re heading into tricky waters, both on the regulatory and legislative fronts.
For Canadian-owned music companies — the folks I represent — it’s tough making a business in Canada because of the size of the market. With trade tensions south of the border, many companies are trying to find audiences globally. Streaming platforms have made that easier, but at the same time, it’s very difficult to stand out.
The challenge is really competing toe-to-toe with global players on those platforms. That’s how Canadian music builds audiences and reaches the world.
ALLAN: In a world of streaming revenues — I’m a concert kind of guy — are concerts still profitable? Are we still going to see artists touring? We’ve seen mega events like Taylor Swift, but those are rare. With higher costs, are concerts going away?
ANDREW: That’s a great question. There are the mega concerts like Taylor Swift, and those will continue. But as we think about AI and its impact on culture, one thing it can’t replicate is people coming together to share a live music experience.
On the live side — especially for emerging artists — finding places to play and build a community is vital. That’s the real value proposition for music, and I think we’ll see more of that.
ROGER: It’s a difficult situation because musicians say the only way to make money now is touring, but it’s become extremely expensive. And then there’s ticket reselling and the secondary market. Do measures in Ontario help keep prices manageable?
ANDREW: I think it’s a good step. Touring and live shows are expensive, and below a certain level, they can be cost-prohibitive. But bands are still doing it. Entrepreneurs are opening clubs and sustaining venues, and that’s vital.
Grassroots venues and small- to medium-sized clubs — where artists learn their craft — are key to a vibrant and economically important music sector in Canada.
ROGER: One more on AI. What kind of impact is it already having, and where do you see it going?
ANDREW: There are many ways to look at AI, and we’re still in the early stages. Many companies, including major labels, have struck licensing deals with AI firms, and licensing is likely the way forward.
At the same time, many artists don’t want to engage with it. Canadian music companies will look at how AI can help with marketing and data analytics. But for fans, it’s important to know that the music they’re լսening to is created and performed by human beings — and right now, that’s not always clear on platforms.
ROGER: We’ll leave it there. I agree — I want to hear a real person singing a real song they wrote. Andrew, enjoy the Junos in Hamilton. Thanks for joining us.
Andrew Cash is president and CEO of the Canadian Independent Music Association.
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This BNN Bloomberg summary and transcript of the March 27, 2026 interview with Andrew Cash are published with the assistance of AI. Original research, interview questions and added context was created by BNN Bloomberg journalists. An editor also reviewed this material before it was published to ensure its accuracy and adherence with BNN Bloomberg editorial policies and standards.
