As the music industry begins to recover from COVID-19, the MVP Project provides emerging Canadian talent with critical funding, exposure and mentorship
TORONTO, June 23, 2021 — Today, RBC and the Academy of Canadian Cinema & Television announced 11 grant recipients for the sixth round of the MVP Project, a program that provides support to emerging Canadian musicians and filmmakers for music video creation and production. A joint initiative between RBCxMusic and the Prism Prize, to date the MVP Project has awarded 64 grants to emerging artists to support the creation of 31 music videos, with more to follow this year. Eligible emerging recording artists and filmmakers are encouraged to apply for Round 7, which will open on October 1, 2021 at MVPProject.ca.
While live music begins to return in parts of the world, the MVP Project recognizes how important it is to support Canada’s creative community through the recovery and lingering impact of COVID-19. With the pandemic accelerating a digital music environment, supporting the creation of high-quality music videos is essential for recording artists and filmmakers to gain exposure, connect with audiences, and share their unique perspectives and experiences. MVP Project grants have not only helped provide emerging talent with the necessary resources to bring their creative vision to life, but have also helped contribute to their success. Recently, three MVP Project grant recipients were nominated for the 2021 JUNO Awards, including Toronto-based recording artist, TOBi, who received Rap Recording of the Year.
“As an emerging artist, securing dependable support is everything. The MVP Project has provided our team with the foundation to create the music video of my dreams using a level of professionalism that is industry standard,” said British Columbia-based recording artist, and MVP Project Round 6 recipient, Phöenix Lazare. “Without this financial assistance, we wouldn't be in this position.”
Recent MVP Project releases include the cinematic clip for Bad Child’s “Rouge” by director Clara Milo, the expressive video for Nunavut-based musician Joey Nowyuk’s “Pray (Tussiaq)” by director Aida Maigre-Touchet, and Ebhoni’s “Xting” by director Christine Boachie, which has gone on to garner more than 350k views. In addition, Toronto-based rapper and Round 6 grant recipient Haviah Mighty recently released her MVP Project-funded music video for “Protest.” Haviah also performed at the 2021 Juno Awards in a tribute to 30 years of Canadian hip-hop. MVP recipient projects from Adria Kain, Nate Husser, Joyia and more are expected to drop this summer.
“This incredible lineup of recipients showcases the abundance of diverse creative talent we continue to celebrate across Canada,” said Matt McGlynn, Vice-President, Brand Marketing, RBC. “RBC is strongly committed to empowering our country’s young creatives to fulfil their dreams and we’re proud to continue providing a powerful platform through the MVP Project that helps amplify new talent and diverse perspectives.”
The MVP Project is committed to supporting the holistic growth of the Canadian music video production community, providing opportunities for both MVP Project grant recipients and applicants who don’t receive funding. These applicants are offered access to learning tools focused on music video production on topics such as treatments, budgeting, and grant-writing tips, and are regularly invited to participate in virtual mentorship sessions.
“As we embark on our sixth round of funding for emerging Canadian musicians and filmmakers, one thing is abundantly clear: there is no shortage of talent in this country, “ said Beth Janson, CEO, Academy of Canadian Cinema & Television. “We continue to be inspired by the creative works that have come out of this difficult time, and look forward to seeing these 11 talented teams bring their ideas to life.”
The recipients selected for Round 6 represent a diverse collection of musical genres and filmmaking styles, and were selected by a jury of industry professionals. Recipients include:
· Recording artist and Director Uyemi (Calgary, AB) and Producer Samantha Selci (Calgary, AB)
· Recording artist Desirée Dawson (Vancouver, BC), Director Alexander Farah (Richmond, BC) and Producers Shyam Valera and Kashif Pasta (Surrey, BC)
· Recording artist Phöenix Lazare (Salt Spring Island, BC), Director Deanna Milligan (Victoria, BC) and Producer Yael Wand (Salt Spring Island, BC)
· Recording artist T. Thomason (Halifax, NS), Director Meaghan Wright (Halifax, NS) and Producer Amy Trefry (Halifax, NS)
· Recording artist Amaal (Toronto, ON), Director Dan Lemoyne and Producer Stephanie Sonny Hooker (Toronto, ON)
· Recording artist Haviah Mighty (Brampton, ON), Directors Kit Weyman and Chrris Lowe (Toronto, ON) and Producers Carina Mak and Joaquin Cardoner (Toronto, ON)
· Recording artist Jon Vinyl (Pickering, ON), Director Alimzhan Sabir (Toronto, ON) and Producer Xavier Tu (Toronto, ON)
· Recording artist Saya Gray (Toronto, ON), Director Jennifer Cheng (Richmond, BC) and Producer Sarah Pufek (Alliston, ON)
· Recording artist Magi Merlin (Montréal, QC), Director MAÏLIS (Montréal, QC) and Producer Miquela Houle (Montréal, QC)
· Recording artist Yu Su (Vancouver, BC), Director and Producer Jordan Minkoff (Montréal, QC)
· Recording artist Katie Tupper (Saskatoon, SK), Director and Producer Mashie Alam (Toronto, ON)
The MVP Project is part of RBC’s ongoing commitment to supporting emerging creatives through the RBC Emerging Artists Project. Since 2015, over 25,000 alumni have been supported by the RBC Emerging Artists Project, with support from the RBC Foundation totaling over $9 million each year to hundreds of arts organizations across Canada.
For more information, visit www.mvpproject.ca.
