Bill C\u002D11 should focus on market\u002Dfriendly solutions that align with the on\u002Ddemand nature of streaming. Read more.
officially launched in Canada in late 2014, a full three years after its U.S. launch. During that interim period, Spotify dominated the front page on Can’tada – a website documenting cool things Canadians couldn’t access. The holdup, as in many markets at the time, stemmed from the fear that streaming would cannibalize Canada’s incumbent creative industries.
Before I was at Spotify, I was a government economist, so I’m well aware of policymakers’ tendency to overlook the unintended consequences of their actions. And while I fully support regulators’ aims to prop up Canadian music, they should be careful not to undermine the success ushered in by streaming.
Rather than helping artists in the long tail widen their exposure, the bill as written stands to help artists who already have the broadest reach. As the founder of Sound Diplomacy and Canadian policy expert Shain Shapiro puts it, requiring streaming platforms to meet obligations of how much Canadian repertoire they prominently surface can have a perverse hourglass effect. “Forcing more Canadian content from multinationals won’t expand the breadth of music being featured.
The best advice I can offer from afar to avoid such unintended outcomes is to mandate, rather than dictate. Rather than applying Canadian content thresholds that were designed for linear domestic broadcasters, the Bill should allow for market-friendly solutions that align with the on-demand nature of streaming. Spotify, for example, invested in the Momentum Music Fund in England and Deezer supports Bureau Export, French’s music export office. Mandate that streaming services help foster local economies, but don’t dictate how they do it.
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