The Canadian Association of Aboriginal Broadcasters (CAAB) appeared before the CRTC’s The Path Forward hearing Friday, making their case for a mandatory five per cent quota of Indigenous music on commercial radio, on top of existing Canadian content requirements.

Dave McLeod, CEO of NCI (Native Communications Inc.) in Winnipeg, told the hearing, the move is “the honourable way to move forward with changes to the Broadcast Act.”

The CAAB maintains that the quota is reflective of Canada’s Indigenous demographic, which stood at 5.0% of the total population, or over 1.8 million people in the 2021 Census.

McLeod told commissioners it also upholds “the spirit and intent” of the Truth and Reconciliation Commission’s Calls to Action, which while not explicitly mentioning Indigenous music, broadly address preservation of Indigenous culture, language and education.

A key point of contention addressed by CAAB is the perception by other broadcasters that there is an inherent lack of supply of Indigenous music that is “radio-ready.”

Bert Crowfoot, Founder and CEO of the Aboriginal Multi-media Society, which operates a number of stations in Alberta, countered that, noting his organization’s library of close to 10,000 titles.

McLeod added that NCI, which produces the long-running Indigenous Music Countdown, receives up to 30 new singles each week from Indigenous artists across the country. The show, which is celebrating its 20th anniversary and 10th year on SiriusXM, is carried on nine Canadian radio stations and two in the U.S.

“The IMC began as a Top 20 format and it expanded into a Top 40 format because we received so much music,” said McLeod. “We’re having discussions right now about even adding another 10 songs, because we have so much music.”

“The Indigenous music scene is rising,” Crowfoot added, with McLeod noting that the 2024 JUNO Awards included 10 Indigenous nominees outside of the traditional Indigenous categories, spanning genres like Contemporary Roots and Adult Alternative.

Tackling systemic barriers

The discussion also touched on the systemic barriers facing Indigenous artists. McLeod pointed out that the industry machine often favours artists backed by major labels. To combat this, the CAAB is proposing a collaborative effort with the Indigenous Music Office (IMO) to create a streamlined digital distribution portal.

The portal would host verified, “radio-ready” Indigenous artists’ music and profiles. That would be complemented by a “refinishing fund” to help emerging artists elevate selected tracks.

“Basically what that means is it’s a great song, but for commercial broadcasters…to enhance that song to meet quality levels,” said McLeod. “We would ensure that the best Indigenous music kick starts the radio-ready wave of Indigenous music.”

The CRTC hearing wraps up on Monday when Spotify and the Ontario Association of Broadcasters (OAB) will be among those presenting.