Montreal, October 28, 2024 – To mark its 40th anniversary, the Jeunesses Musicales Canada (JMC) Foundation is launching a moving campaign in collaboration with director Evan Almighty and production company La Guérilla. This initiative, rich in gentle images imbued with passion, aims to raise public awareness of the importance of music education, while reinforcing support for JMC’s mission: to foster the discovery of classical music among young people, and to support the career development of young Canadian musical talent. A gesture which, beyond music, touches the future of every young person, offering them the tools to dream, create and fulfill themselves through the beauty of their art.
“Music has always been a powerful force that transforms and unites. Through this campaign, we want to remind people how essential it is to support the next generation of artists so that this force continues to inspire future generations. Together, we can offer young talent the opportunity to thrill the world with their art.” – Véronique Desjardins, Executive Director, JM Canada Foundation
A journey of wonder, connection and inspiration
Music has a transformative power. It awakens passions, nourishes the soul and opens up a world of imagination. Through moving scenes, the campaign highlights this unique power. A little girl, her eyes filled with wonder, attends her very first classical music concert, symbolizing the profound impact that music can have from the earliest age.
On stage, a young emerging artist, nervous but determined, prepares for his first professional concert. This moment illustrates the powerful connection between artist and audience, and JMC’s role in realizing these first opportunities for up-and-coming artists.
Backstage, an attentive staff member ensures that the concert runs smoothly, both for the artist and for the young audience. This moment testifies to JMC’s commitment to developing artists, as well as to young audiences discovering classical music for the first time.
Celebrating our heritage, securing our future
For 75 years, Jeunesses Musicales Canada (JMC) has played an essential role in nurturing young talent across the country. Founded in 1949 by violinist Gilles Lefebvre, the organization is part of the international Jeunesses Musicales movement, which aims to democratize access to music and foster the emergence of new artists. In 1984, the Jeunesses Musicales Canada Foundation was created to provide financial support for this mission. Working in synergy with JMC, the Foundation helps promote classical music to young audiences and ensures the career development of young Canadian musicians, thus guaranteeing the continuity of the organization’s artistic activities.
This major anniversary provides the perfect opportunity to recall not only JMC’s historic impact on the cultural scene, but also its invaluable contribution to the sustainability of classical music in Canada. It is more essential than ever to support culture and continue to invest in young artists in an ever-changing world, in order to preserve and enrich this musical heritage for future generations.
Why now?
The return to normalcy after the pandemic presents financial and logistical challenges for the cultural sector. At a time when support for young artists is more essential than ever, this campaign aims to reinvigorate efforts to ensure that they continue to shine on the Canadian music scene.
Together, let’s continue to build a future where music inspires, unites and transforms generations to come.
Our warmest thanks go to our partner Québecor for its invaluable support in the realization of this campaign.
About Jeunesses Musicales Canada
Jeunesses Musicales Canada is a talent incubator that propels the careers of up-and-coming musicians and helps bring classical music to audiences of all ages. Today, a JMC season represents over 1,200 musical activities across Canada, from chamber music concerts to stimulating musical activities for young people.
About the JM Canada Foundation
The mission of the JM Canada Foundation is to raise, create and administer funds to support JMC’s mission of promoting the discovery of classical music among young audiences and supporting the career development of young classically trained musicians on the national scene, and to support the career development of young Canadian musicians.
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MARELLE COMMUNICATIONS
Emma-Félix Laurin
elaurin@marellecommunications.com
450-559-9112
