SiriusXM celebrates new program by partnering with icon Kardinal Offishall to open the SiriusXM Soundwaves Music Store, gifting free instruments and musical equipment to children in Toronto
TORONTO – December 5, 2023 /CNW/ – SiriusXM Canada today announced a new partnership with MusiCounts, Canada’s leading music education charity to launch SiriusXM Soundwaves: A MusiCounts Community Fund. The program is the evolution of the MusiCounts Community Music Program and will help support youth music programs across Canada with grants of up to $20,000 for instruments, equipment and resources provided to community groups or not-for-profit organizations.
To celebrate and bring awareness to the importance of community music making in Canada, SiriusXM is opening the SiriusXM Soundwaves Music Store pop-up in Toronto today, December 5, with renowned Canadian rapper, producer, music executive, TV personality and philanthropist Kardinal Offishall playing host. The Music Store will open to the public between 3:00PM – 6:00PM EST, welcoming youth under the age of 16 to select a free instrument or piece of equipment to support their musical journey and is located at 1604 Queen Street West, Toronto*.
“I’ve seen firsthand the transformational power of music and it’s a thrill for me to be here with SiriusXM and MusiCounts to see kids pick out a brand-new instrument to help them explore their musical self-expression,” said Kardinal. “This program is not just about creating artists; it’s about nurturing creativity and self-confidence among young people.”
This initiative is consistent with SiriusXM Canada’s passion for promoting and elevating Canadian artists and emerging talent through its significant financial contributions and North American-wide reach. SiriusXM Canada is a longstanding supporter of MusiCounts, having donated more than $2 million over the last 15 years, and through the fund will seek to raise awareness of the importance of music education across Canada, and to support and empower youth.
“We are thrilled to celebrate our partnership with MusiCounts and host the SiriusXM Soundwaves Music Store, which aligns with our commitment to support the vibrancy and diversity of Canadian music,” said Rob Keen, SVP, Sales, Marketing & CCD, SiriusXM Canada. “Making music and music education programs more accessible at the community level across the country is an investment we are proud to make to develop the next generation of Canadian musical talent.”
Kristy Fletcher, President of MusiCounts, shared her enthusiasm for this partnership. “Music has the power to transform the lives of young people, which is why the MusiCounts partnership with SiriusXM is so crucial. Through this partnership, we will be able to support music programs across Canada, ensuring kids who need it most have access to music-making in their communities.”
The fund strives to make music education at the community level accessible to youth in need, who wouldn’t otherwise have a chance to learn to make music. Community programs often satisfy children’s unique needs: cultural representation and celebration, music therapy, language preservation, and more. As funding for music programs continues to decrease across the country, this partnership will help bridge gaps, create opportunities, and make music more accessible to young people across the country.
To learn more about SiriusXM and MusiCounts’ partnership, please visit www.siriusxm.ca/musicounts. A special thanks to Long & McQuade Musical Instruments.
* All minors must have a parent or legal guardian complete and sign a release form prior to attending the Store. Release forms can be found here and will also be available on-site for parents or legal guardians to complete. Store will be open until 6:00 pm EST or until inventory is depleted.
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About SiriusXM Canada
Sirius XM Canada Inc., operating as SiriusXM Canada, is the country’s leading audio entertainment company. SiriusXM creates and offers ad-free music; premier sports talk and live events; comedy; news; podcasts; and exclusive talk and entertainment. SiriusXM is available in vehicles from every major car company, as well as on smartphones and all connected devices on the SiriusXM app. For more information, visit siriusxm.ca.
Join SiriusXM Canada on Facebook at facebook.com/siriusxmcanada, on Twitter at @siriusxmcanada, on Instagram at @siriusxmcanada and on YouTube at youtube.com/siriusxmcanada.
SiriusXM radios and accessories are available from retailers nationwide and online at SiriusXM. In addition, SiriusXM Music for Business provides ad-free music to a variety of businesses. SiriusXM is also a leading provider of connected vehicles services, giving customers access to a suite of safety, security, and convenience services including automatic crash notification, stolen vehicle recovery assistance, enhanced roadside assistance and turn-by-turn navigation.
SiriusXM Canada has been designated one of Canada’s Best Managed Companies 14 years in a row and is currently a Platinum Club Member.
About MusiCounts
MusiCounts is Canada’s music education charity associated with CARAS and the JUNO Awards. MusiCounts’ vision is to ensure that all youth in Canada have access to music education through their schools and communities. This vision is realized through grant programs that invest directly into schools and communities across Canada that put musical instruments into the hands of kids who need them the most.
Additionally, MusiCounts creates educational resources for teachers and students; empowers young people to pursue music as a career; and celebrates teachers, artists, and philanthropists who champion music education.
MusiCounts is funded by many of Canada’s most dedicated individuals, events, and corporate citizens. Since 1997 MusiCounts has awarded over $16,000,000 in support of music education in Canada. These funds have benefitted over 1,500 schools and communities, supported over 290 post-secondary music program graduates, and honoured 18 extraordinary music teachers and seven MusiCounts Inspired Mind Ambassadors.
For media inquiries, please contact:
SiriusXM Canada contact
Jennifer Charlebois
Senior Manager, Communications
416-528-6678
jennifer.charlebois@siriusxm.ca
MusiCounts Contact:
Kate Bangay
Director, Marketing & Communications
416-436-7808
kate@musicounts.ca