MusiCounts
By Louise Chatterton Luchuk
September 28, 2009
TORONTO, ON // The Rolling Stones, Céline Dion, Tina Turner and The Tragically Hip (along with countless other musicians covering a wide range of musical genres) have all lent their support to a Canadian music education charity. MusiCounts (associated with The Canadian Academy of Recording Arts and Sciences (CARAS)) dedicates itself to raising national awareness about the importance of music education.
It all started in 1997 with the Band Aid Grant instrument grant program that supports diverse school music programs - from concert and jazz bands to drum and guitar ensembles in elementary, junior high, and high schools in urban, rural, remote, and First Nations communities all across the country. Recipients receive a $10,000 cheque, an all expense paid trip to the annual JUNO Awards, and a handcrafted award commissioned by Canadian glass artist Shirley Elford, designer of the JUNO Awards statuette.
Bigger, stronger and more successful than ever
It's been over a decade since MusiCounts awarded its first ever Band Aid grant. "Today, the program is bigger, stronger and more successful than ever," remarks Melanie Berry, president of both CARAS and MusiCounts. "When the program started we awarded $100,000, and now $700,000 in grants is given out annually. We've had a steady increase - especially over the last five years with the implementation of our new awards."
These new awards include the MusiCounts Teacher of the Year Award. Schools that receive a Band Aid grant are eligible to nominate their music teacher for this award, which recognizes the incredible, dedicated and hardworking music teachers in Canada who help keep music alive for so many young Canadians. The recipient receives, among other things, a $10,000 cheque and a $10,000 contribution to the recipient's school music program. This particular award is sponsored each year by an artist, including Céline Dion, Michael Bublé, The Rolling Stones and The Tragically Hip.
MusiCounts also partners with 12 colleges and institutions across Canada to award annual scholarships to exceptional students enrolled in post-secondary music and recording arts and sciences programs. Recipients receive $1,000 each, a commemorative certificate, a one-year complimentary CARAS membership, and two tickets to the JUNO Awards.
Then there is the new Fred Sherratt Award, honouring broadcasting pioneer Fred Sherratt. This particular award recognizes the outstanding achievement, talent and leadership of 12 graduating students selected from music programs across the country. Each recipient receives $3,500 and a trip to Toronto to attend a reception for all 12 recipients, as well as spending an educational day at MuchMusic and CHUM Radio.
Through these four granting programs, MusiCounts has contributed more than $3 million to date and has had an impact on 190 post-secondary music program graduates and close to 200,000 individual students, their schools and communities across Canada. MusiCounts has also honoured four extraordinary music teachers through the Teacher of the Year Award.
Augmenting, not replacing government funding
Berry is quick to point out that MusiCounts dedicates itself to raising national awareness of music education: "Our goal is to make sure every child in Canada has the chance for music education. Funding cuts are being made but we are by no means to replace government funding. We are here to augment and to show the need and that it's not okay to cut the funding to music education. Music is important. Music keeps kids out of trouble, gives them focus, passion, the ability to believe in themselves." MusiCounts wants people to see how important music education is.
The organization's pitch is that music is a special language and music education benefits young people in many ways:
- impacts young people academically, socially and developmentally
- enhances cognitive development - has actually been proven to "make children smarter"!
- builds teamwork
- encourages creativity
- fosters discipline
- provides focus
- teaches positive attitude
- helps lower school dropout rates
- celebrates cultural diversity
- contributes to building vibrant communities
- is an investment in the future of young Canadians
...music can enlighten. empower. elevate.
A snapshot of... |
Who: MusiCounts, Canada's music education charity associated with CARAS
Mandate/Mission: To ensure that children in Canada, regardless of socio-economic circumstances and cultural background, have access to a comprehensive music program through their school. MusiCounts includes Band Aid musical instrument grants, the MusiCounts Teacher of the Year Award, scholarships, and other music education initiatives.
Location: Toronto, ON
When established: 1997
Number of staff: 2
Number of volunteers: 0
Budget: Since the Program’s establishment in 1997, more than $3 million has been donated, impacting 190 post-secondary music program graduates and close to 200,000 students, their schools and communities from coast to coast. MusiCounts has also honoured four extraordinary music teachers through the MusiCounts Teacher of the Year Award.
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It is exciting for Berry when she travels with a Canadian artist to present a Band Aid grant to a school (like Joel Plaskett, who jointly made a presentation with Berry to a Halifax school recently). As she explains, "When we go to make presentations it creates such a buzz in a community and it has ended up with communities or provinces matching our grants!"
Berry says that one of the organization's greatest successes is how it has expanded to partner with those outside of the music industry. She gives the example of The Keg Steakhouse, a corporate supporter of the Juno Cup - a fundraiser for MusiCounts held during Juno weekend. During the Juno Cup, National Hockey League (NHL) alumni square off with top artists and entertainers for an exciting two periods of hockey (along with a silent auction in support of MusiCounts). This past year, the artists beat the NHL players - for the very first time - in a shoot-out.
The vision for the future?
Looking back over the last 12 years, Berry sees that her organization has been fortunate with a steady pattern of growth. Like every charity, as a result of the economic downturn, it's been more challenging keeping supporters at the same level. Looking ahead, Berry is optimistic: "We are in a time of change. We have a new executive director starting this month. He comes in with great vision and can build on our previous ED, who stabilized, branded and created awareness for the organization. We are slowly diversifying. Band Aid is still core, but there are new initiatives we can support and we will continue to grow other programs."
Canada boasts an eclectic group of talented artists. The possibility of fostering the development of the next generation of Canadian talent excites Berry and is at the heart of MusiCounts mission to ensure that young Canadians, regardless of socio-economic circumstances and cultural background, have the opportunity to experience the joy of music, explore their talent, build self-esteem and, above all, dream big.
Louise Chatterton Luchuk provides research and resources for organizations that want to strategically move forward. She is a freelance writer and consultant who combines her love of writing with experience at the regional, provincial and national levels of voluntary/nonprofit organizations. You can reach Louise at info@luchuk.com.
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