The Canadian Live Music Association (CLMA) has launched a campaign to bring awareness to the plight of Canadians who rely on the live music industry to make a living.

Titled “For The Love of LIVE”, the CLMA is encouraging all Canadians to share their favourite live music memories on social media with the hashtag #ForTheLoveOfLive (or #PourLAmourDeLaSCENE in French) in an attempt to keep musicians and industry workers in mind during any pandemic-related recovery efforts.

The initiative comes on the heels of the results from a recent joint survey by Music Canada and Abacus Data.

The survey, which polled 2,000 Canadians 18 and over between December 28, 2020 and January 1, 2021, found that 85% of Canadians recognized that the pandemic has had a negative effect on arts and culture. Results also showed that half of Canadians fear that their favourite live venue stands a strong chance of closing. And lastly, respondents also expressed concern with the amount of jobs that continue to be impacted.

In an online statement, President & CEO of the Canadian Live Music Association, Erin Benjamin said, “direct financial support today from governments is urgently needed; it can keep more venues alive, helping us to preserve as much of our vital cultural infrastructure as possible until the industry can fully recover.”

The CLMA touts itself as “the voice of Canada’s live music industry, advancing and promoting its many economic, social and cultural benefits.”

More about the CLMA at canadianlivemusic.ca.