The MusiCounts Industry Exchange is a new program that will bring together up to 10 educators and 10 emerging artists from the Hamilton area for a one-of-a-kind experience combining community-building, celebrating Canadian music, and hands-on music industry learning.

Successful applicants will attend The 2026 JUNO Awards, participate in an in-person music industry education experience, and stay connected through ongoing mentorship and collaboration. Together, artists and educators will explore how the Canadian music ecosystem functions, understand diverse music careers, and develop practical insights to support their classrooms, careers, and communities.

• November 13: Applications Open
• December 18: Application Deadline
• March 27-30: JUNO Week
• May 8-10: The Exchange

Part One: The JUNOS (March 27–29, 2026)

Participants will experience The 2026 JUNO Awards up close, with complimentary access to select JUNO Week events in Hamilton. Educators will discover the music of new Canadian artists to bring into their classrooms, while emerging artists will gain insight into industry practices and engage in valuable networking opportunities. The cohort will also come together for designated community-building and reflection sessions during the weekend.

Part Two: The Exchange (May 8–10, 2026 – Dundurn Castle)

During a three day incubator-style event, participants will dive into the realities of working in Canada’s music industry through workshops, panels, and interactive sessions led by industry professionals. The Exchange is designed to connect the creative and business sides of music, helping participants understand how songs and ideas evolve into opportunities, audiences, and careers. Throughout each session, we’ll help translate real-world industry knowledge in ways that are relevant to students and teachers in the classroom, and artists in the early stages of their career.

Sessions will explore how artists and teams collaborate to bring projects to life, how music reaches listeners through live performance, media, and technology, and how creative work can be sustained through different revenue streams. By understanding how the industry operates behind the scenes, participants will gain a clearer sense of the many careers that contribute to making music possible. This knowledge offers valuable perspective for teachers guiding students toward creative futures and for emerging artists mapping out their own paths within Canada’s diverse music community.

Most of the weekend will be spent learning and discussing together, with breakout sessions giving educators and artists space to focus on their specific goals and next steps.

Part Three: The Continuum

To extend the program’s impact beyond the in-person events, participants will stay connected through virtual mentorship, follow-up meetups, and shared resource development. This ongoing engagement ensures the ideas, relationships, and learning from the program continue to grow, leaving a lasting legacy for Hamilton’s music community and beyond.

The MusiCounts Industry Exchange is designed for Hamilton-based individuals who are actively shaping or entering the world of Canadian music, whether in the classroom or on stage.

Educators

Hamilton-area educators who want to deepen their understanding of Canada’s music ecosystem are encouraged to apply. We’re looking for teachers passionate about helping students see what a career in music can look like today. Music, business, and career educators—as well as guidance counsellors and arts-focused education professionals—are all welcome. No prior music industry experience is required; just curiosity and an eagerness to connect classroom learning with the realities of the music world.

Emerging Artists

We’re seeking artists who are actively creating, performing, recording, or producing music and are in the early stages of building a professional career. You may have released music independently, played local shows, or begun developing your projects, but you’re still learning how to turn your creativity into a more sustainable path. This program will help you understand how Canada’s music industry really works—the roles, relationships, and opportunities that support an artist’s journey—while connecting you with peers, mentors, and industry leaders through the JUNO Awards experience.

Additional Eligibility Criteria

Applicants must:

• Live, work, or study in the Hamilton area, Six Nations of the Grand River, or Mississaugas of the Credit First Nation.
• Be available for JUNO Week events (evening of March 27, all day March 28–29) and The Exchange (evening of May 8, all day May 9–10).
• Be at least 19 years old as of March 20, 2026.

Applications are open until December 18, 2025. Click here to begin an application via the MusiCounts Application Portal.

In your application, you will be asked to:

• Outline your interest in the program, what you hope to gain from it, and how you will apply the learnings in your own context.
• Provide background on your work, including relevant experience and current projects.
• (Artists only) Submit one or two recent examples of original work (recordings, performance video, project you contributed to, etc).

Applications will be reviewed by a panel of industry professionals and educators, from the Hamilton-area and beyond. Selection will prioritize:

• A balance between educators and artists representing diverse genres, backgrounds, and communities.
• Demonstrated curiosity, collaboration, and commitment to learning.
• Potential to apply program learnings in classrooms, careers, and the broader Hamilton community.

This program will be totally free for selected participants.

If you have any questions, please reach out to applications@musicounts.ca.