Raise your voice
Toronto’s Red Music Rising reps Indigenous talent in the Canadian music biz
Matt Maw knows the music business inside and out; he has worked in it for almost a decade in everything from label operations to concert promotion. “The lack of Indigenous representation behind the scenes is real,” says Maw, who is Anishinaabe of the Chippewas of the Thames First Nation. “Historically, our artists simply haven’t had access to the networks and infrastructure of the traditional Canadian music industry.”
The annus horribilus of 2020 managed to yield some joy: the formation of Indigenous-owned and -operated record label and artist management company Red Music Rising. The co-founders, Coalition Music and the Aboriginal People’s Television Network (APTN), tapped Maw to be the director and lead artist manager of the new venture. “Red Music Rising is a chance to build something that creates space and opportunities not only for Indigenous artists but [also for] Indigenous music industry professionals,” he says. “We’re here to uplift the entire community.”
The label is working with artists including Anishinaabe DJ Boogey The Beat of Winnipeg and Montreal singer Angel Baribeau, who is Cree, along with some artists who hail from closer to home, such as Anishinaabe synth-pop breakout Wolf Saga of Toronto. Witnessing his artists’ resilience and adaptability inspires Maw every day: “Even without the liveconcert component, everyone is working and doing their best to build what they can at this time.”
Toronto, says Maw, is also the perfect base of operations for Red Music Rising to flourish. “We’re the hub for music in Canada. Toronto is where you cut your teeth as an artist. We have such a wealth of history here, along with a rich diversity of sound and scene. I’m looking forward to the bounce back! This city possesses a spirit of resilience and grit that will shine through when the time comes.”