In light of several reports highlighting Quebecers’ lack of interest in local music, a number of groups are calling for improved “offline discoverability” of artists, particularly in shops, restaurants and various public spaces. Thirty-four organizations from the music sector, including the Society of Canadian Authors, Composers and Music Publishers (SOCAN), Les Francos de Montréal and the Gala alternatif de la musique indépendante du Québec (GAMIQ), have signed an open letter published on Monday, in which they recommend moving beyond online streaming platforms to return to the “tangible physical environment” of those who listen to music. “The discoverability of our music is not solely determined by digital platforms,” they write. “It is also determined in schools and educational institutions, in shops, restaurants and hotels, in tourist attractions, public and institutional spaces, concert halls, festivals, as well as in state-supported events and projects, or in key cultural outreach initiatives.” According to them, the Quebec government has “numerous levers that could be utilized more fully.” The groups echo a recommendation by the French-language Commissioner, who called for greater exposure of Quebec and francophone music in public spaces. In his report published last week, Commissioner Benoît Dubreuil stated that Quebec was one of the markets where domestic artists were least listened to, with a share of 6 to 12 per cent. According to the organizations, this finding highlights “the urgent need for action.” “Our audiences do not live in the computer chips of the algorithms used by major technology companies. Our audiences live here, in a tangible physical environment, which we know and understand better than anyone else in the world,” they argue. “We have unique opportunities to reach local audiences using local resources.” - This report by The Canadian Press was first published in French on Oct. 19, 2026.
