Jägermeister Canada Partners with CLMA to Provide $100K Relief Fund for Independent Music Venues

The live music industry has been shattered by COVID-19 restrictions, and Jägermeister Canada is partnering with the Canadian Live Music Association (CLMA) to provide a $100,000 relief fund to help independent music venues survive the downturn.

Around 114,000 artists, technicians, marketing staff, arts administrators and other cultural workers lost their job in 2020, and revenue cratered—down 92% year-over-year—as live event sites were forced to shutter. Even as vaccination efforts roll out across the nation, the industry’s future remains uncertain. Because live music venues were among the first businesses shut down and will be among the last to return to full business, 60% venues now report being completely dependent on relief funds. If these venues aren't there anymore when the pandemic is finally over, the entire music industry will be in a very tough situation.

Now, May 25 through June 2, independent music venues impacted by the pandemic can apply for assistance from the new fund, which Jägermeister Canada will run in partnership with the CLMA. Using a lottery system, up to 100 recipients will be identified for financial assistance.  Click here for application and eligibility details.

“Music is part of Jägermeister’s DNA,” says John Kelly, Senior Brand Manager at Jägermeister Canada. “Around the world, we celebrate every kind of artist, every sound that moves us and every song that brings us together. Live music needs a place to play, but the global pandemic has crushed the industry. Through our partnership with Canadian Live Music Association, our global #SaveTheNight initiative and a variety of other international relief initiatives, we’re committed to supporting independent live music venues. Music gets people out of their seats, but the pandemic has brought the industry to its knees. Let’s keep live music going so it can bring us all together again.”

Independent Canadian music venues play a vital role in the music ecosystem; these are creative spaces known for incubating the talent of tomorrow and bringing communities together. Many of today’s best-known artists started their careers on indie stages, and it is Jägermeister’s hope that this urgent relief fund will help keep the lights on and get the music going again.

“This is leadership. Thank you, Jägermeister, for taking your corporate and social responsibility to heart. I hope it inspires others who benefit from live music activity to help,” says CLMA President and CEO Erin Benjamin. “It’s partnerships like these that give our industry hope—and remind us that we are, indeed, all in this together.”

Prior to the pandemic, the Canadian live music industry contributed over $3 billion annually to Canada’s GDP. Since March 2020, the live music ecosystem in Canada has been devastated, with over 85 venues permanently closing their doors. Struggling to stay afloat, many venues are now incurring significant debt after depleting their savings and exhausting initial government relief. The financial strains of the past year will linger beyond the nation’s return to normal for the small businesses that survive.

Jägermeister Canada and the CLMA say they will work together throughout 2021 to bring greater attention and support to the suffering industry. In addition to the relief fund, Jägermeister is encouraging music lovers everywhere to join the movement by sharing their favourite live music memories, concert videos, and photos on social media, using the #ForTheLoveOfLive hashtag.

To learn more about what Jägermeister is doing to support live music in Canada, visit For more about the impact of COVID-19 on Canada’s live music industry, visit

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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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