Canada has emerged as a formidable player in the global music scene, securing the third position in Luminate's inaugural "export power" ranking for 2024. This distinction underscores Canada’s significant influence on international music consumption, with its top markets being the U.S., the U.K., and Australia. However, the report also reveals complex dynamics within the industry, including shifts in streaming preferences and songwriter prominence.

Discover How Canadian Music Is Reshaping Global Tunes

The Rise of Canadian Musical Exports

Canada's robust export power places it behind only the United States and the United Kingdom. The country’s music finds a substantial audience in key regions like the U.S., the U.K., and Australia. Notably, Canada is the largest importer of American music, highlighting an interconnected market relationship. Despite this success, the data also shows that Canada experienced one of the most significant declines in premium stream share, dropping from 3.73% to 3.34%. This shift indicates a broader trend where non-English language music from the global south is gaining unprecedented popularity.The rise of non-English language content has particularly impacted English-speaking markets, which are increasingly consuming foreign-language music. In contrast, non-English speaking countries are favoring local content more than ever before. For instance, Mexico, Brazil, and India have seen substantial growth in their stream shares, while Canada, the U.S., and Nigeria have faced notable declines. This divergence suggests a changing landscape where diverse musical cultures are thriving.

Canadian Songwriters at the Forefront

Amid these shifts, Canadian songwriters remain a powerful force in the global music industry. Canada ranks third in songwriter representation among the top 1,000 most-streamed songs of 2024, trailing only the U.S. and the U.K. Artists like The Weeknd play a pivotal role in this achievement, ranking third in both prolificacy and stream count within the top 1,000 songs. The Weeknd's contributions highlight the enduring strength of Canadian talent in shaping global pop culture.Pop music has emerged as the fastest-growing genre in the U.S., driven by women artists such as Billie Eilish, Sabrina Carpenter, and Tate McRae, who ranks ninth on Luminate’s Pop Artist Rank for the U.S. This surge in female-led pop signifies a dynamic shift in the genre, reflecting broader changes in listener preferences and artist visibility.

Supporting the Community: Unison Fund's Relief Program

In response to the devastating Los Angeles wildfires, the Canadian music charity Unison Fund has launched a Natural Disaster Relief Program. This initiative provides $2,500 one-time payments to Canadian music workers affected by natural disasters, including those displaced by the fires. Established in 2010, Unison has been instrumental in offering emergency support during crises, disbursing over $3.5 million during the COVID-19 pandemic.The fires have had a profound impact on the Canadian music community, with numerous professionals losing homes and livelihoods. Grammy-winning producer Greg Wells, musicians Chantal Kreviazuk and Raine Maida, and Tim Darcy of Cola are among those affected. The relief program aims to provide immediate assistance, helping individuals rebuild their lives and careers. Applicants must have worked in the music industry for five consecutive years, with the majority of their income derived from music-related activities.

Navigating the Future of Music Exportation

As the global music industry evolves, Canada stands at a crossroads. While the country excels in exporting music and nurturing top-tier songwriters, challenges such as declining stream shares underscore the need for strategic adaptation. Embracing the growing popularity of non-English language music and supporting emerging artists can help Canada maintain its competitive edge. Moreover, initiatives like the Unison Fund's disaster relief program exemplify the resilience and solidarity within the Canadian music community, ensuring that artists and professionals can thrive amidst adversity.