First Ever 'Canadian Music T-Shirt Day' to Support Artists & Unison Fund

Canadian Music T-Shirt Day is being launched for the first time this year, in support and celebration of Canadian artists. The concept is simple - on Friday, July 30, all Canadians are encouraged to proudly wear their favourite Canadian music t-shirt, share a photo on social media, and donate what they can to the Unison Fund.

The Canadian Music T-Shirt Day website features a growing list of Canadian artists’ merch stores to help people find the perfect t-shirt for the day and all Canadian artists are welcome to add a link to their own store via the simple submission form. The initiative was launched by Adam Kreeft (Good Company) and Jo Lukis (Just Really Good). Lukis is originally from Australia where Aus Music T-Shirt Day has been going strong for years in support of the Australian music community and their industry charity Support Act.

Says Lukis, “Times are tough right now for Canadian artists and their teams with touring put on hold for over a year. The Canadian Live Music Association reports that the industry has suffered a 92% average revenue loss since March 2020. Selling merch is a huge part of touring revenue for artists, and while shows are cancelled, countless boxes of t-shirts printed for tours that never happened are gathering dust.”

This annual event, slated for the last Friday of every July, is, at its core, a reason for Canadians to get behind their favourite local talent, get together with friends (when safe to do so) and celebrate the music that soundtracks life here in Canada. Donations will be collected directly by Unison and will be used to help fund their broad support of music industry professionals nationally. In the past year, applications to Unison for emergency financial aid rose a staggering 3,021%. They have helped over 2,000 music community members with their programs, surpassing over $2.3 million in funds dispersed through their financial assistance program alone. They do incredible and necessary work to keep the music playing, and are a critical safety-net for an entire industry.

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Michael Raine is the Editor-in-Chief at Canadian Musician and Canadian Music Trade magazines. He also hosts the Canadian Musician Podcast.
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