RBC readies First Up with RBCxMusic promotion
RBC of Toronto has begun a new initiative called “First Up with RBCxMusic” intended to support Canadian musicians during the COVID-19 pandemic. Beginning in June, the effort will take the form of a virtual performance series featuring emerging artists from various genres of music. Artists can apply online at <https://www.rbcxmusicfirstup.ca>. Approximately 100 participants will be selected to participate through 2020, each of which will receive $1,000 for a 30-minute performance on Instagram. The initiative will also include promotional support as well as a mentorship program conducted in association with Live Nation Canada.
“With live events and paid performances currently on pause, the creative community is in need of support now more than ever,” said Matt McGlynn, vice-president of brand marketing at RBC. “‘First Up with RBCxMusic’ hopes to help fill that void, so emerging musicians and recording artists can continue to hone their craft, perform for fans and ultimately, progress their young careers.”