The Canadian music industry is currently debating the future of Canadian content

On January 18, 1971, the Canadian Radio and Telecommunications Commission enacted the Canadian content rules. From that day forward, 30% of all music played on Canadian radio between 6am and midnight had to be from Canadian artists. That number is now 35% with some stations required to play 40% under the terms of their licenses.

Despite grumbling from radio, that cultural and industry strategy has been insanely successful. Thanks to constant support from Canadian radio, the country built a monstrous infrastructure that has allowed Canada to become a global powerhouse when it comes to music. Determining a song’s Canadian-ness is often fraught with inconsistencies via the very bureaucratic MAPL system, but things have generally worked well.

That was all fine and good before the internet came along. Then everyone got into streaming, which is not regulated by the rules under which Canadian radio has to play. This is creating all kinds of fractures and problems throughout the music industry in general and radio in particular.

This week, the CRTC is holding consultations on what to do about Cancon in the digital era with the Path Forward hearings in Gatineau, Quebec. These are rightly being considered a once-in-a-generation chance at meaningful reform. Everything is on the table, including the MAPL system and the amount of Canadian music terrestrial radio stations must play. There are also discussions about the CRTC’s demand that streamers put money back into the system for developing Canadian talent. (They’re vehemently against that, by the way. The US government is also very, very pissed off at this.)

Stingray Radio, the largest operator of radio stations in the country, started things off. They proposed a reduction in Cancon (25% might be a good, natural “more realistic” level) and a new definition of what makes a song Canadian. That would mean much-needed changes to the MAPL system. (Don’t get me started on what the problem is with the “P” part of things. It’s insane.)

More is coming from the CBC, Corus Entertainment, Bell Media, Vista Radio, Rogers, Cogeco, Spotify, Amazon, and Apple.

What will result from all this? If I’ve learned anything from my dealings with the CRTC, we can’t predict anything with confidence. What’s certain is that the status quo is untenable.