Radio NL’s parent company, Stingray Music, is giving millions of dollars to promote and develop Canadian musical talent.

The 6.7 million dollar donation will go to various festivals and groups across the country.

Artists like Justin Bieber and Shawn Mendes have gone from rags to riches with a lot of the credit going to support from within our own country.

Senior VP of brands and content for Stingray Radio, Steve Jones stresses the importance of keeping that support. “Our proximity to the U.S. means that we’re continually inundated with American Culture and it would be easy to get lost in that shuffle.”

“So, when you see a number like 6.7 million and you see names like the ones we’ve mentioned, you can get a big appreciation for the kind of talent in Canada that exists and the kind of infrastructure that exists around them in order to help them thrive.”

Jones says one vital group is the Canadian Music Incubator, they teach musicians how to manage their careers and money so they can make a living creating their own music.