The Canadian music scene will never be the same.
MuchFact, the program that artists, videographers, and directors relied on to fund music videos has officially been dropped by Bell Media. This spring the CRTC dropped Bell Media’s requirement to fund the program for the first time since its inception in 1984.
In that time MuchFact has donated over $100 million for roughly 9,000 projects. Many of Canada’s most prominent artists have used funding from BellMedia to produce videos. Part of the closure includes BravoFact, a program that funds short-form scripted projects.
Past recipients of the program include Metric, PUP, Arcade Fire, July Talk, Born Ruffians, The Strumbellas and many, many more.
BellMedia President Randy Lennox and former President of Universal Music says the traditional model of music video consumption has changed. Music videos are primarily viewed online these days. For a long time the industry has relied on TV stations like MUCHMusic to air music videos. “The traditional viewing of a music video is … certainly not what it was,” Lennox said.
“We don’t owe anyone an explanation for this after giving $131 million,” he added. “I think after making hundreds, thousands of music videos and paying for them … I think we’re pretty good guys.”
This summer, a note was passed around from Canadian musicians pleading with Minister of Canadian Heritage Mélanie Joly not to throw out Bell Media’s requirement, citing MuchFact as part of the key to their success.
— July Talk (@julytalk) September 18, 2017
Lennox puts the blame and responsibility on streaming services like YouTube and Vimeo, saying “This is not on us…this is on the people who are playing music [videos] today who have not reached into their pockets.”