The National Indigenous Music Impact Study aimed to “better understand the current contributions (economic, cultural, social) of the Indigenous music community working in Canada and a general overview of the current landscape this community operates within.” The Indigenous music community includes anyone (Indigenous and non-Indigenous) who creates, promotes and/or supports music by Indigenous peoples in Canada, in every musical genre.
The study was led by APTN, a non-profit charitable broadcaster, with support from funders. The full list of funders is available at www.aptn.ca/musicstudy.
APTN contracted an Indigenous consulting company, NVision Insight Group, to undertake the study. NVision partnered with Nordicity and Environics Research Group to carry out the study.
Indigenous musicians and those who support them are in every facet of the music and television industry and all areas of the country, yet to date, no national study had ever been conducted. The study presents opportunities, successes and challenges that the Indigenous music community faces and estimates how Indigenous music impacts and contributes to Canada.
The results of this endeavour assist APTN and its funders to better understand the current state of the Indigenous music community and where opportunities exist to foster its success and growth. This study is being made public and shared widely with organizations who support the Indigenous music community.
The study had three parts.
- Qualitative research: This included face-to-face and/or telephone interviews and in-person or video conference/teleconference group discussions. NVision put together an all-Indigenous team of regional coordinators and strategic advisors who engaged with the Indigenous music community across Canada.
- Survey: This was an online survey, open to anyone who is part of the Indigenous music community or who promotes and supports the Indigenous music community.
- Quantitative research: This was an analysis of data, statistics and information to estimate how the Indigenous music community contributes to Canada’s economy.
In total, 620 industry insiders completed the online survey, several group discussions took place and 70 interviews were held to gain unique insight into the industry.
NVision sought input into the questions for the interviews, group discussions and survey from APTN and the project partners as well as national and regional Indigenous music community advisors.
The National Indigenous Music Impact Study is posted, in French and English, on www.aptn.ca/musicstudy and the results will be presented at various music conferences.
This study will be the starting point for in depth and informed discussions that will help the industry reach its full potential by breaking down barriers faced and opening up opportunities for the Indigenous music community.