As Consul General of Canada in Sydney, you join BIGSOUND 2026 as Canada takes on the role of Featured Guest Country. What does this opportunity mean for you, and why is BIGSOUND an important platform for strengthening the connection between Canada and Australia’s music industries?
BIGSOUND is an incredible event that has a sense of history, after 25 years of connecting the industry, and of fresh new opportunity. It was a great experience to be there with our Canadian delegation, recruited by CIMA and MMF Canada. The experience confirmed how valuable these industry gatherings are as a platform to meet, network, discuss global industry issues, and establish pathways to partnership.
How was your experience at BIGSOUND, and what has stood out to you?
It was fantastic – so many conversations and experiences throughout the week in Brisbane and during the Gold Coast familiarisation program. I’m particularly encouraged by the response of our Canadian delegates, who had business meetings and are generating long-term trade opportunities for their companies and for their Australian partners.
Canada and Australia share strong music cultures and geographically diverse creative communities. What similarities do you see between the two countries?
As Commonwealth cousins, Canada and Australia share many similarities despite our geographic distance. From respect for Indigenous heritage and Reconciliation, to the protection of national content and copyright in the age of AI and tech expansion.
At a basic level, Canadians and Australians enjoy strong friendships, and that forms an excellent basis for collaboration, particularly in the arts.
What has impressed you most about Australia’s music industry since arriving in Queensland?
The dynamism, energy, and passion for music were evident everywhere, from the artists and industry discussions to the venues. It all started with the First Nations opening ceremony in the mall. That was so powerful and connected everyone present to the significance of music and culture.
Canada has produced an extraordinary number of artists who have gone on to become global names. What do you think Australia does particularly well when it comes to developing artists, and where could the two countries learn from each other?
I’m impressed with the national presence of music and championing of artists in both countries. Australia has a well-established network of industry associations at various levels, from Music Australia and the #AUSIFY campaign to powerful initiatives in the well-being space, such as SUPPORT ACT, and local council involvement, such as the City of Brisbane and Gold Coast support at BIGSOUND.
As we continue to enter new terrains of globalisation with the impacts of AI – both positive and negative – this is an area where Canada and Australia can share expertise and pragmatic solutions as allies with common goals for the sector.
Have you discovered any Australian artists at BIGSOUND 2026 that you think could find an audience in Canada?
Too many to name! I’ll leave this with my Canadian industry delegates to help define and develop projects. One of our delegates has a business focus on touring an Australian blues artist in Canada. We had so many genre interests covered in our delegation – from experts in Hip Hop, Indigenous, Reggae, Neo-Classical, Indie-Rock, Heavy Metal, and Country – there’s something for every taste, representing the diversity of our music market.
What opportunities do you see for Canadian artists and music businesses looking to build stronger connections with Australia?
The camaraderie and collaboration raise potential for outcomes in many areas – from AI impacts and policy collaboration to sharing touring opportunities and garnering the expertise within each market. It will be important for follow-up to build on the momentum of Canada’s participation at BIGSOUND. This may include return delegations in both directions, individual projects, and sector-specific discussions.
There are some areas that may require a closer look to address irritants. Stay tuned, as we’re already in discussion regarding mission follow-up!
On the other side, what opportunities does Canada offer Australian artists and music businesses looking to expand internationally?
Like Australia, Canadians love their music! Opportunities abound as a similar-sized nation, with an array of festivals, events, venues, and industry gatherings across the country. I’d encourage Australians interested in Canada to find their like-minded allies in the industry and explore what’s possible. A good place to start may be via the delegation that’s just attended BIGSOUND and has Australia top of mind. See list here.
Music can be a powerful form of cultural diplomacy. What can music achieve between Canada and Australia that traditional diplomatic conversations sometimes cannot?
Music provides us with a safe space to meet and understand each other in a way that few other industries can. It provides a platform to share stories, knowledge, and experiences.
The Welcome to Country ceremony is a constant reminder of the entwined value of music and culture. At BIGSOUND, this was diplomacy that reflected ancient traditions expressed in music, dance, and story.
Today, this firsthand experience, of being on Country in Canada or Australia, and sharing music together, opens doors to discussion that can only be positive for diplomacy. In my experience, cultural diplomacy provides access and influence that traditional diplomacy alone cannot achieve.
When BIGSOUND 2026 is over, what would make you look back and say Canada’s involvement was a success?
I can already say it was a success, given the positive feedback from our crew on the ground in Brisbane for BIGSOUND. I look forward to seeing increased music flow between both our countries through tours, distribution deals, and other partnerships that help our societies grow, both economically and culturally.
