Jägermeister x #ForTheLoveOfLive

Jägermeister x #ForTheLoveOfLive

PMA Canada News

Jägermeister Canada launches a $100,000 relief fund to help Canadian live music venues survive COVID-inflicted damage.


The live music industry has been shattered by COVID-19restrictions, 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.

More than 100,000 arts, entertainment, and recreation 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. 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 100recipients will be identified for financial assistance. All registration details can be found atjagermeister.com/music

Music is part of Jägermeister’s DNA. 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.”

-John Kelly, Senior Brand Manager, Jägermeister Canada

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.

Empty live music venue Empty Music venue 2 Empty Music Venue 3

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

Erin Benjamin, CLMA President and CEO 

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.

Key Facts:
  • 92% — Venues’ average revenue loss
  • 60% — Venues completely dependent on relief funds
  • 114,000 — Number of artists, technicians, marketing staff, arts administrators and other cultural workers who lost their job in 2020.

Jägermeister Canada and the CLMA 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 jagermeister.com. For more about the impact of COVID-19 on Canada’s live music industry, visit canadianlivemusic.ca

Let’s amplify our love of live! Help live music live on.

Jägermeister x #ForTheLoveOfLive campaign image

PMA is proud to represent the Jägermeister portfolio across Canada.