As we look back on SponsorshipX Halifax 2024, it’s clear that this was no ordinary event. From March 22-24, the streets of Halifax pulsed with the energy of the JUNO Music Awards, setting the stage for an unforgettable experience that seamlessly blended industry insights, vibrant networking opportunities, with the electric vibe of Canada’s biggest night in music.

Day 1: Kicking Off with Inspiration and Candidness

The event opened on March 22 with a lively reception that set the tone for the days to come. Mark Harrison, Founder of SponsorshipX, and Keziah Myers, Executive Director of ADVANCE Canada’s Black Music Collective, delivered powerful remarks that resonated with attendees, fueling the excitement. But it was the fireside chat with LU KALA and Angeline Tetteh-Wayoe that truly captured the audience, offering a candid glimpse into the creative minds shaping today’s music scene.

The evening concluded with the JUNO Songwriters’ Circle, an intimate gathering at the Light House Arts Centre where Canada’s top lyricists, including 2024 JUNO nominees, shared the stories behind their songs. The raw performances and heartfelt conversations left everyone with a deeper appreciation for the artistry that defines Canadian music.

Day 2: A Symphony of Insights and Celebration

March 23 was a day packed with thought-provoking sessions and cultural celebrations. At venues like Daryâ and Pier 21, industry leaders like Julie Adam of Universal Music Canada and Spek of PopArabia took the stage, offering fresh perspectives on the future of music, fandom, and the ever-evolving creator economy. Discussions ranged from the impact of emerging markets to the socio-economic power of fandom, each session providing valuable insights that struck a chord with the audience. Key speakers include:

• Julie Adam, Chair, CARAS & Executive Vice President & General Manager, Universal Music Canada

• Katrina Lopes, Music Manager, KL Management

• Kayo Salton, Founder, Soulstice Sounds

• Robyn Stewart, Women in Music Canada

• Bernadette Osmow, President & CMO, Osmows Shawarma

• Fiona O'Brien, Director of Marketing - Plant Based Food & Beverage, Danone Canada

• Norm O’Reilly, Partner, The T1 Agency and Dean, Graduate School of Business, University of Maine

• Spek, Founder & CEO, PopArabia

• Amanda Dorenberg, CEO, Billboard Canada

• Maria Cortellucci, Top Creator Lead, YouTube Canada

• Carolyn Shaw, President and Chief Creative Officer, Humanity

• Ryan Hughes, Chief Strategy Officer and Head of Client Success, Humanity

• Julia Peristerakis, Curator, Canadian Museum for Human Rights

• Don Mayo, Global Managing Partner, IMI International

The day wasn’t just about talks; it was a celebration of Canada’s diverse musical heritage. The "In the Spirit of Tradition" Honouring Ceremony paid a moving tribute to Indigenous music and art, while JUNOFest turned Halifax’s intimate venues into vibrant hubs of musical discovery. With over 100 artists performing across the city, the festival showcased the best of music talent, from rising stars to established icons.

Day 3: The Grand Finale of SPX Halifax, plus JUNO 2024 Awards!

As we turned the final page of SPX Halifax 2024, the anticipation for the 2024 JUNO Awards reached its peak. March 24 was a day of visionary discussions at Pacifico, where speakers like Katrina Kernaghan of TikTok Canada and Colin Druhan of Pride at Work Canada explored the future of fan engagement and the new rules of pride marketing. These sessions were more than just talks—they were a call to action for the future of music and culture. The day included speakers like:

• Katrina Kernaghan, Head of Music, Canada, TikTok

• Laura Simpson, CEO, Side Door

• Kevin Melhuish, Senior Manager, Global Partnerships, Music & Live Events, MLSE

• John Murphy, Head of Music, Amazon Music

• Jorge Tatto, VP Partnerships, The T1 Agency

• Leslie Blachford, AVP, Marketing, TD

• Alannah David-Clark, Senior Manager, Marketing Communications, Nissan Canada Inc.

• Selina-Rachel Mendez, Manager, Marketing Audio and Visual Entertainment, CBC

• Andrés Mendoza, Vice-President, JUNOS

• Bernadette Osmow, President & CMO, Osmows Shawarma

• Ben Murphy, CEO, Murphy Hospitality Group/Whitecap Entertainment

• Fiona O'Brien, Director of Marketing - Plant Based Food & Beverage, Danone Canada

• Justin Bhangoo, Marketing Manager - Lifestyle, Pop Culture, Sports & Brand Partnerships, XBOX

• Laurie Lee Boutet, Founder, Wednesday Management

• Jeff Douglas, Host, CBC Radio

• Crispin Day, Owner, Good People Only

• Benjamin Dakota Rogers, Musician

• Jacob Tsafatinos, Musician, Good Kid

• Colin Druhan, Executive Director, Pride at Work Canada

• Imran Khan, Head of TD Invent

But the true highlight was yet to come. The 2024 JUNO Awards, hosted by the legendary Nelly Furtado at the Scotiabank Centre, was a night to remember. With show-stopping performances from stars like Charlotte Cardin, Josh Ross, and Maestro Fresh Wes, who was inducted into the Canadian Music Hall of Fame, the JUNOs celebrated the very best of Canadian music. The atmosphere was electric, filled with moments of joy, pride, and unity as the biggest names in the industry came together for Canada’s biggest night in music.

The celebrations didn’t end there: The official JUNO Awards After Party, in support of MusiCounts, kept the energy alive well into the night, with proceeds supporting music education across Canada. It was a fitting end to a weekend that was all about celebrating the power of music to inspire, connect, and transform.

Looking Back on SPX Halifax 2024

Reflecting on SPX Halifax 2024, it’s clear that this event was more than just a series of sessions and performances—it was a journey through the heart of music and culture. From the inspiring discussions to the unforgettable moments at the JUNO Awards, SPX Halifax was a celebration of the creativity and community that define our industry. As we closed this chapter, we’ve carried forward the insights, connections, and memories that will continue to resonate for long.

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