What is it? Relationships and networking are about fostering and nurturing connections and relationships within and across industries or sectors. This includes connections to adjacent industries in the creative economy like film, marketing, the arts, software development, and other forms of entertainment, as well as to other industries such as tourism, sports, and health (e.g., expressive therapies).

What it looks like according to folks we talked to…

  • Musicians and arts communities are present and actively building community

  • City/town councils and chambers of commerce take active roles, for example:

    • Facilitating relationships between music and local businesses and organizations

    • Creating hubs for the creative community to gather and share ideas (e.g., a local annual arts conference)

    • Supporting (administratively and through funding) bids to host conferences and awards shows

    • Hosting “town halls” with music and arts organizations to identify needs and opportunities for improvement

    • Fostering relationships to attract more events

Keep scrolling for ideas and examples of bringing relationships and networking to life in your corner of Alberta.


Not sure where to start? Look for ideas with the colour associated with your role in the music industry: 




Include arts organizations and music industry workers in town halls, forums, committees, and roundtable discussions.

Host events that gather music industry feedback on town/city policies and programs.


Information & Examples



Local Example: The town of Okotoks hosts an annual arts-focused conference in conjunction with the local arts council

Local Example: The Allied Arts Council of Lethbridge creating pathways for musicians and other artists to participate in advocacy work through positions on community boards and committees. The City of Lethbridge supports these relationships as a direct funder of AAC.

Example: See example of Guelph, ON thought leadership event on music economy (pages 13-14) in Music Canada Music Cities Toolkit



Facilitate connections and collaboration between music communities and the broader business community.



Local Example: Mayor Aalbers of Lloydminster provided an example in which he encouraged local venue Vic Juba Community Theatre to connect with the Saskatchewan Country Music Association and they are now hosting their 2024 awards event.



Recruit musician entrepreneurs and music businesses to local chambers of commerce.



Resource/Info: Music Canada Music Cities Toolkit (a toolkit targeted at helping chambers of commerce support and leverage their local music scene)



Identify opportunities for sponsorships and cross-promotion between music events and local businesses.




Info: A number of participants shared that local events (e.g., Canada Day, Culture Days celebrations, etc.) were consistently enhanced by the inclusion of live music performances.

Info: How to Get Sponsorships: The Complete Guide (blog post with tips on how to secure sponsorship for events)

Resource: ATB Sponsorship Guidelines and Criteria (guidelines for ATB event sponsorship)

Resource: FACTOR Music Event Sponsorship (federal funding for music related events)

Resource: RBC Funding Guidelines and Eligibility (RBC sponsorship Guidelines)

Resource: TD Bank Sponsorship Guidelines (guidelines to TD’s Connected Communities sponsorship program)

Resource: Travel Alberta (information on Travel Alberta’s events and festivals fund)



Join associations and online groups to connect with industry professionals and artists within the province and across the country.



Resource/Info: Alberta Music (Here you can find a directory of other Alberta Music members, and opportunities for professional development and networking)

Resource/Info: Calgary Musicians Association (provides resources and information, including access to the Musicians Pension Fund of Canada—members can be from anywhere south of Red Deer and into the Kootenays)

Resource/Info: Canadian Independent Music Association (“CIMA” provides business and professional development to its members and advocated on behalf or the independent music industry)

Resource/Info: DIT Music Community (Online music community dedicated to connecting and educating industry professionals)

Resource/Info: Edmonton Musicians Association (provides resources and information, including access to the Musicians Pension Fund of Canada—members can be from anywhere north or Red Deer into the NWT)

Resource/Info: Regroupement artistique francophone de L’Alberta (“RAFA”, organization supporting the skills and practice of artists and cultural workers, raising awareness of the French-language arts community in Alberta and developing new markets for members)

Resource/Info: Music Managers Forum (MMF provides professional development and networking opportunities for artist managers and self managed artists)

Resource/Info: Music Publishers Canada (mission to create business opportunities for music publishers in Canada and to promote their interests)

Info: Article about the importance of networking in the music industry.


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