RESEARCH SAMPLE:

To establish the 75 best selling Canadian titles for the 1997 calendar year, a sample of the top selling 600 music titles had to be surveyed. The resulting data was analyzed to determine the share level of Canadian content additionally to the current MAPL criteria.

TOP 20 RESULTS:
Of the 20 top selling Canadian titles (which account for over 80% of Canadian sales) revealed the following statistics:
• 70% of the artists were signed directly to multinationals.
• 30% of the artists were signed to Canadian labels.
• 40% were new artists (first time charted on top 75 radio airplay chart).
• 60% were recorded in foreign studios.
• 40% used non Canadian producers.
• 50% were recorded with non Canadian musicians and technical staff.
• 85% of the titles were distributed in Canada by multinationals.
• 15% of the titles were distributed by Canadian distributors. (all were francophone artists with the majority of sales in Quebec).
• 0% of the Anglophone artists were distributed by Canadian distributors.
• 86% were resident artists.
• 85% were signed to SOCAN.

TOTAL SAMPLE RESULTS:
Of the entire list of the 75 best selling Canadian titles the following averages are confirmed:
• 67% of the artists were signed directly to multinationals
• 33% of the artists were signed to Canadian labels
• 47% were new artists (first time charted on top 75 radio airplay chart)
• 42% were recorded in foreign studios
• 33% used non Canadian producers
• 25% were recorded with non Canadian musicians and technical staff.
• 83% of the titles were distributed in Canada by multinationals.
• 17% of the titles had Canadian distributors. (all were francophone artists with the majority of sales in Quebec).
• 0% of the Anglophone artists were distributed by Canadian distributors.
• 90% were resident artists
• 87% were signed to SOCAN

CAAMA SURVEY

CAAMA provided its constituency with the Canadian Music Study results plus highlights of the New Radio Policy. Members were then surveyed on their opinions and recommendations. CAAMA presents the following conclusions:

1. Canada is losing control of a Cultural Industry
The majority of Canadian artists are not signed to Canadian Labels nor do they have Canadian distribution in Canada. 70% of the very top selling artists are signed to multinationals. Of the remaining 30% that are signed to Canadian independent labels, half are in Quebec, and non of the Anglophone labels use Canadian owned distributors.
Recommendation: It is time to fine tune the MAPL system to level the playing field for Canadian companies by giving a leveraged advantage on radio to records that are MORE Canadian ie. Artists that are signed to Canadian labels and who are distributed by Canadian distributors. Identify Canadian Independent Labels and Distributors as priority one for the New Promotion & Marketing Fund.

2. The Canadian Recording infrastructure is shrinking though attrition.
Canadian recording Studios are losing out business to foreign studios. 60% of the top titles were recorded in foreign studios Unfortunately the lack of work in Canada has contributed to a creative brain drain. Many of Canada's best producers and engineers have gone to Nashville or LA. Recording projects outside of Canada also deprives Canadian session musicians of much needed work.
Recommendation: As many records didn't use the "P" (production) to qualify as cancon, those that did should receive more credit for being MORE Canadian, ie. Artists that have more than 2 essential parts cancon should be rewarded. Canadian producers should be a consideration for extra credit. Identify Canadian Productions with Canadian producers as priority two for the New Promotion & Marketing Fund.

3. More emphasis on NEW Artists
47% of all best selling titles were new artists (first time charted on top 75 radio airplay chart) New music is the lifeblood of the music industry. With close to half of music sales being attributed to new artists, discovery, development and exploitation of new artist is one of Canada's most important renewable resources.
Recommendation: Help encourage radio to support new music by giving incentive play credit for new artists. ie: Artists that have not previously charted top 75 radio airplay chart). Identify Canadian Talent Initiatives and Associations that specialize in NEW music as priority three for the New Promotion & Marketing Fund.

4. Redefining a Canadian Selection
Currently a musical selection must meet at least two of the five essential criteria:
• M - Music - 1 credit
• A - Artist - 1 credit
• P - Production - 1 credit
• L - Lyrics - 1 credit
• Collaboration, half-writing, credited composer and lyricist - 1 credit

Recommendation: We propose that this minimum requirement stay in place. (Essential) To encourage a stronger domestic recording industry, selections should given extra consideration for being More Canadian. ie: selections that meet more than two of the essential criteria should be recognized. In addition we propose an E to MAPLE which stands for Extra or Expansion or Enhancement or Endemic criteria. This extra criteria is non-essential, that would give the broadcasters further credit
• New Canadian - 1 credit
• Canadian Label - 1 credit
• Canadian performing rights society - 1 credit
• Canadian Producer - 1 credit
• Artist (resident) - 1 credit
• Canadian Distributor - 1 credit
• Canadian Publisher - 1 credit

Songs would still have to meet the original criteria to be a Canadian Selection but would get a percentage of extra credits for being More Canadian .

Although it is possible that this system would reduce the total number of selections being played, it would increase the rotation of those records that are "More Canadian". Broadcasters applying for any relief of the new percentage would be responsible to provide documented back up.

As a safeguard, there could be a minimum floor requirement of 30% during prime hours.