The MusiCounts Industry Exchange brings together up to 10 educators and 10 emerging artists from the Winnipeg 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 2027 JUNO Awards and participate in an in-person music industry education experience. Together, artists and educators will explore how the Canadian music ecosystem functions, understand diverse music careers, learn from each other, and develop practical insights to support their classrooms, careers, and the local Winnipeg music community.

• November 10: Applications Open
• December 10: Application Deadline
• April 2-4: JUNO Weekend
• May 14-16: The Exchange

Part One: The JUNOS (April 2-4, 2027)

Participants will experience The 2027 JUNO Awards up close, with complimentary access to select JUNO Week events in Winnipeg. 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.

Participants will experience The 2027 JUNO Awards up close, with complimentary access to select JUNO Week events in Winnipeg. 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 14-16, 2027 – Manitoba Music)

Over three days, the Exchange will bring educators and emerging artists together to explore the realities of working in Canada’s music industry and the many creative and professional pathways it offers. The weekend will balance workshops, panels, and interactive sessions led by industry professionals with peer-to-peer learning and collaboration, creating opportunities for participants to learn from both industry experts and one another.

Sessions will explore how artists and industry professionals work together to bring creative projects to life, how music reaches audiences through performance, media, and technology, and how careers are sustained through different revenue streams. Throughout the weekend, participants will consider how these insights can be applied to their own work, whether introducing students to music industry careers or navigating the early stages of an artistic career.

Dedicated collaborative sessions will give educators and artists opportunities to exchange perspectives, share expertise, and develop ideas together, alongside breakout sessions focused on their respective professional goals. This combination of industry learning and cross-sector collaboration is central to the Exchange, helping participants build practical knowledge, meaningful connections, and new opportunities to work together beyond the weekend.

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

Educators

Winnipeg-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 Winnipeg area or Treaty 1 Territory.
• Be available for JUNO Week events (evening of April 2, all day April 3-4) and The Exchange (evening of May 14, all day May 15-16).
• Be at least 19 years old as of April 1, 2027.

Applications are open until December 10, 2026. 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 Winnipeg-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 Winnipeg community.

This program will be totally free for selected participants.

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