These experiences are reflected across Samsung True North Tunes, a national music discovery program created to support emerging Canadian talent and help artists introduce their music and stories to new audiences nationwide. By bringing artists from communities across the country onto one national platform, the program creates another pathway for discovery, helping emerging talent build on the momentum they have already created and connect with listeners beyond their existing networks.

Responses from the program’s Top 20 artists offer a closer look at how emerging musicians are navigating these realities and building their careers today:

Building Careers from the Ground Up

For many emerging musicians, independence extends well beyond how their music gets released.

Across the Top 20 responses, artists described building their careers largely through their own initiative, creating opportunities to perform, connect with audiences and grow their presence within the industry. Their experiences show how emerging artists are taking an increasingly active role in shaping their own paths and building momentum on their own terms.

Navigating Multiple Paths to Music

The linear path into the music industry is officially a thing of the past. The Top 20 artists reflect a wide range of journeys into music, with some building their careers over time and others pursuing music as a new chapter after taking a different professional path.

These varied journeys demonstrate that there is no single path to progress in music and that sustained momentum relies on persistence, adaptability and the drive to build an audience step by step.

The Continued Importance of Community

Even as artists take greater ownership of their individual careers, community remains an important part of how they build momentum.

Local music scenes, collaborators, creative networks, and grassroots fans continue to provide essential foundations for emerging talent. These connections can create early performance opportunities, encourage collaboration and help artists establish audiences within their communities.

From major urban centers to smaller communities across the country, those local networks can provide the foundation artists need before reaching audiences on a broader stage.

From Local Momentum to Real Career Opportunities

Samsung True North Tunes builds on local artist momentum by bringing emerging artists from communities across Canada together on a national platform and connecting them with the audiences, industry relationships and opportunities that can help move their careers forward.

Through the program, Canadians can discover new tracks, learn about the creative journeys behind the music, and play an active role in supporting the next generation of talent as artists move through the competition.

For artists, that visibility is a starting point. True North Tunes is designed to help turn discovery into tangible opportunities to perform more live shows, learn from industry professionals, build new relationships and reach audiences beyond their existing communities.

 What Comes Next for the Top 3

With the Top 3 set to be revealed on October 2, True North Tunes is entering its next phase and for the selected artists, the opportunities are just beginning.

The Top 3 will gain access to one-on-one mentorship with Canadian music industry professionals, professional studio time and additional live performance opportunities. They will also be featured through a national campaign and take part in creative experiences designed to help them build their networks, reach new audiences and take the next steps in their careers.

Follow True North Tunes to meet the Top 3 on October 2 and follow what comes next in their journey.

This October, in recognition of Small Business Month in Canada, Samsung Canada is inviting local small business owners, entrepreneurs and freelancers to a series of complimentary learning and networking events at Samsung Experience Stores across the country.

Taking place October 19–22, these free, one-hour morning events will bring local business communities together over breakfast to connect with one another and explore practical ways AI and technology can help save time, simplify everyday tasks and support the way they work.

“Small Business Month is an opportunity to celebrate the entrepreneurs and small business owners who contribute so much to communities across Canada, but it’s also an opportunity to support them,” said Krista Collinson, Head of Direct-to-Consumer Division, Samsung Electronics Canada. “We look forward to welcoming them into our stores to connect, share ideas and discover practical ways technology can help make running a business a little easier.”

Practical Ideas Small Businesses Can Put to Work

Rather than simply hearing about the latest technology, attendees will have the opportunity to try it for themselves through interactive learning experiences focused on real-world business needs.

Sessions and demonstrations will explore topics including:

– Putting Galaxy AI to work for your small business

– Exploring productivity tools and features on Samsung devices

– Building a more connected workspace

– Helping keep your business secure

Attendees will be able to explore these topics through a hands-on Samsung Business Passport experience, visiting different learning stations throughout the store and speaking directly with Samsung store associates about their individual business needs.

The demonstrations will feature Samsung business technology including Galaxy AI, Galaxy S Series and Galaxy Z Fold devices, Galaxy Book6, Galaxy tablets and rugged devices. Participants will learn about connected productivity features, Privacy Display and Samsung Knox security solutions.

Connect with Your Local Small Business Community

These exclusive events all begin at 9:00 a.m. local time (one hour before store opening) with complimentary breakfast and refreshments and an opportunity to meet and network with other local business owners and entrepreneurs before taking part in the day’s learning experiences.

The following Samsung Experience Stores will be hosting their events on:

October 19

– Yorkdale Shopping Centre, Toronto

October 20

– Carrefour Laval, Laval

– CF Market Mall, Calgary

– Metropolis at Metrotown, Burnaby

– Montreal Eaton Centre, Montreal

– Richmond Centre, Richmond

– Sherway Gardens, Toronto

October 21

– Square One, Mississauga

October 22

– Scarborough Town Centre, Toronto

To register for a Small Business Month event at a participating Samsung Experience Store, click here.

Supporting Small Businesses Beyond Small Business Month

The learning doesn’t have to end when the event does. Samsung Experience Stores offer business customers an opportunity to speak with in-store specialists, explore technology firsthand and learn more about solutions that can support their individual business needs.

Whether it’s finding ways to save time with AI, creating a more connected workspace, staying productive on the go or helping protect business devices, Samsung store associates can help entrepreneurs explore technology that works for the way they do business.

Please visit, Samsung Canada Business solutions for more information.

Samsung Canada today named the Top 20 artists advancing in Samsung True North Tunes, narrowing a field of more than 2,000 submissions in its national search for emerging Canadian musicians ready to reach new audiences and build career momentum.

Selected by public vote from a 100-artist longlist, the Top 20 span genres, backgrounds, and communities from across Canada. The announcement marks the next stage of a program that will identify the Top 3 winners that will be announced on October 1.

For reaching this level, the Top 20 will participate in and receive:

• Live Shows (at Collective Arts or partner venues across Canada)
• Artists Workshops (Sessions with experts in the Canadian music industry)
• Exclusive Samsung True North Tunes Top 20 merchandise
• Samsung Tech

The Top 20 reflect the breadth of emerging talent across Canada, bringing together a dynamic mix of musical styles, genres and creative perspectives. Advancing to the next stage of Samsung True North Tunes are:

“The Top 20 reflect the originality and range of music being created across Canada today,” said Tafari Jilany, Head of Corporate Marketing, Samsung Canada. “The response from artists and fans across the country has been incredible. Thousands of Canadians have already helped shape this program through their votes, and we are excited to give them another opportunity to champion the artists they want to see advance.”

Created by Samsung Canada in partnership with Collective Arts and Complex Canada, True North Tunes is designed to help Canadian artists break through the noise with national exposure, mentorship, studio recording time, live performance opportunities, exclusive experiences, and Samsung technology – connecting them with new audiences and helping build momentum for what comes next. While the program will ultimately recognize a final group of artists, its broader goal is to encourage Canadians to discover and support emerging music throughout every stage of the journey. New to the program is the Canadian Elite Basketball League who have partnered with Samsung True North Tunes to further amplify our purpose and to elevate Canadian talent.

Canadians can explore the Top 20 artists and vote for their favourites at: truenorthtunesmusic.ca.

Launched earlier this year in partnership with Collective Arts and Complex, True North Tunes was created to give emerging Canadian musicians a platform to share their original music, reach new audiences, and connect with fans across the country.

The Top 100 artists represent a diverse range of genres, backgrounds, and creative styles, reflecting the depth of musical talent emerging across Canada. Each artist was selected following a review process focused on originality, creative expression, and artistic potential.

“At Samsung, we believe technology can help unlock creativity and bring people closer to the music, artists, and stories that inspire them,” said Tafari Jilany, Head of Corporate Marketing, Samsung Canada. “The True North Tunes longlist is an exciting reflection of the talent and creativity shaping Canada’s music scene, and we’re proud to help give these emerging artists a platform to be discovered by more listeners.”

The announcement of the Top 100 marks the next phase of the program, as Canadians will have the opportunity to discover the longlisted artists and participate in the public voting process (on truenorthtunesmusic.ca or @truenorthtunes.music on Instagram) to help determine the shortlist, which will be announced on July 10.

Through True North Tunes, the top 100 selected artists will gain national exposure through featured placement on the True North Tunes platform, alongside curated playlist inclusion and promotional support and mentorship to help grow their audience. From there, they will have a chance to unlock live performance opportunities at Collective Arts spaces across Canada and in-depth mentorship. The program will continue to build momentum throughout the summer, culminating in the announcement of the Top 3 artists on October 1.

“Canada is home to an incredible depth of creative talent, and programs like True North Tunes help create more space for emerging artists to be seen, heard, and supported,” said Toni Shelton, VP of Brand and Strategy at Collective Arts. “At Collective Arts, supporting Canadian artists is central to who we are, and we’re proud to help provide a platform that celebrates originality and helps new voices reach wider audiences.”

“At Complex, we’re always looking for the people and movements shaping what’s next in culture,” said Natalie Milne, SVP of Content and Operations at Complex Canada and Ideon Media. “The True North Tunes Top 100 shines a spotlight on the artists pushing Canadian music forward, and we’re proud to help introduce more fans to the talent that’s defining the future of music in Canada.”  

Canadians can explore the full True North Tunes longlist and vote for their favorite artists at https://truenorthtunesmusic.ca/

Program timeline:

• July 10: Top 100 artists announced
• August 12: Top 20 artists announced following public voting
• October 1: Top 3 artists announced following public voting

Samsung’s industry-leading TVs, mobile devices and tablets will help fans across the country watch, follow and celebrate Canada Soccer’s National Teams as excitement builds across the country.

“At Samsung, we’re passionate about using technology to bring fans closer to the moments that matter most. As excitement builds about soccer across Canada, this partnership with Canada Soccer allows us to deliver immersive viewing experiences that bring the energy and atmosphere of the match into Canadians’ homes, helping fans feel connected to the action, even when they can’t be there in person,” says Pat Bugos, Senior Vice President, Sales and Marketing, Consumer Electronics Division, Samsung Canada.

Samsung technology will integrate across marquee Canada Soccer events and fan environments supporting shared viewing experiences that bring Canadians together to celebrate the game. Fans will also have opportunities to engage through exclusive contests, prizes and VIP experiences, connecting them with Canada Soccer and the National Teams that represent the maple leaf on the global stage.

“Samsung Canada is an ideal partner as we continue to elevate how fans connect with our National Teams and the game across the country. Their leadership in technology and innovation will help deliver more immersive and accessible viewing experiences, bringing supporters closer to the action wherever they are. At a time of growing momentum for soccer in Canada, this partnership will play an important role in deepening fan engagement and celebrating the passion that unites Canadians behind our teams,” says Erin Crowe, Canada Soccer COO and CFO.

The partnership launches at a time of growing momentum for soccer across Canada. Fans across the country continue to rally behind Canada Soccer’s National Teams while engagement with the game expands across broadcast, digital and mobile platforms.

“Samsung is a global leader synonymous with innovation, and we are thrilled to welcome them as a cornerstone partner for Canadian soccer. This collaboration is about more than just technology; it’s about enhancing the way our fans and players experience the game. By bringing Samsung’s world-class products and visionary spirit to the pitch, we are ensuring that the fastest-growing sport in Canada is supported by a brand that truly understands innovation and performance,” says Michael Beckerman, Chief Commercial Officer, Canadian Soccer Media & Entertainment.

Samsung Electronics Canada has launched Samsung True North Tunes, an artist-first contest that gives emerging Canadian musicians a new opportunity to share their original music and reach listeners across the country.

Through the contest, selected artists will be featured on the Samsung True North Tunes website and gain access to opportunities — from curated playlists, exclusive experiences and swag, to mentorship and broader exposure for the top selected artists. Submissions are open to artists of all genres, with a focus on originality and creative expression.

Samsung True North Tunes is developed in partnership with Collective Arts, bringing together cultural and media voices to amplify emerging talent and connect artists with fans across Canada.

“At Samsung Canada, we believe technology can help unlock creativity and connect people to what matters most to them,” said Tafari Jilany, Head of Corporate Marketing, Samsung Canada. “Samsung True North Tunes is about creating more opportunities for emerging Canadian artists to share their music — and helping fans discover their next favourite artist.”

“Canada is home to an incredible depth of creative talent, and Samsung True North Tunes is about creating more opportunities for those artists to be discovered,” said Matt Johnston, CEO and Co-Founder, Collective Arts. “Since day one, Collective Arts has been rooted in music and art, using our platform to amplify emerging voices and bring creativity into the everyday. We’re proud to help bring this program to life and support a new generation of Canadian musicians.”

Open Call for Emerging Canadian Artists

Starting March 20, emerging artists across Canada can submit their original music through the True North Tunes website: truenorthtunesmusic.ca. Submissions are open to artists of all genres and backgrounds, and are free to enter, with a focus on originality and creative expression.

The program will take place across three stages. A panel of judges will first select the Top 100 artists, followed by two rounds of public voting to determine the Top 20 and final Top 3. As artists advance, they’ll gain access to mentorship, studio recording time, and live performance opportunities, including a series of live sessions and events curated and hosted by Collective Arts, alongside Samsung technology and additional prizing. For full program details and timing, please visit our website.

While the contest culminates in a final group of artists, its broader goal is to build momentum around Canadian music: encouraging participation, discovery and engagement throughout the journey.

Program timeline:

• March 20 – May 15: Artist submissions open
• June 15: Top 100 announced, curated by judges
• July 14: Top 20 announced following public voting
• August 11: Top 3 announced following public voting

About Collective Arts

Collective Arts is a lifestyle beverage company founded on the belief that creativity should be part of everyday life. Since 2013, the brand has supported and featured thousands of artists and musicians from around the world, using its platform to bring art, music, and culture into everything it creates.

Samsung Electronics Co., Ltd. is proud to announce it’s been recognized as Canada’s Top 100 Employers for 2026, by Mediacorp Canada Inc. This recognition underscores Samsung’s dedication to fostering a forward-thinking workplace that prioritizes the growth, well-being, and success of its employees.

“We are incredibly proud of this recognition, which is a true testament to the dedication and hard work of our team,” said Brian Shin, Samsung Electronics Canada Inc., President & CEO. “We are committed to building a resilient and forward-looking organization that empowers our employees to thrive both professionally and personally.”

Samsung has strengthened it focus on talent investments, ensuring employees receive the support and skills necessary to drive innovation and success in the years ahead. From comprehensive health and wellness programs to training and development opportunities, Samsung continues to strive towards high engagement and satisfaction.

On November 6, Samsung Canada employees came together for its annual ‘Day of Giving’ volunteer event, giving back to local communities and empowering youth through education.

This year, Samsung Canada has partnered with BGC Canada, one of Canada’s largest child and youth serving organization, assembling backpacks filled with more than 1,000 essential school items to support youth across Canada to thrive at school and beyond.

“At Samsung, we pride ourselves in being good corporate citizens and in finding ways to make a difference in the communities where we live,” said Brian Shin, Samsung Electronics Canada Inc. President & CEO. We are committed to youth education and leaving a positive impact on our community and we’re pleased to have joined forces with BGC to work together to do just that.”

Hundreds of Samsung employees in Canada participated in interactive activities, assembling and filling backpacks with essential school supplies. The initiative reflects Samsung’s ongoing commitment to empowering future innovators and supporting the next generation of leaders.

“It was a pleasure and an honour for BGC Peel to be selected as Samsung’s Day of Giving charity. As part of BGC Canada and our local Club, we are always striving to partner with the best, said Michael J. Gyovai, CEO, BGC Peel – Boys and Girls Club. Samsung’s values compliment our national mission to provide safe, supportive places where children and youth can experience new opportunities, overcome barriers, and develop confidence and skills for life, making our partnership a perfect fit. Thank you to Samsung for an amazing, energized impactful day.”

To learn more about Samsung Canada’s Corporate Citizen actions and plans, click here.

On August 21, Samsung Canada employees joined forces on its annual ‘Day of Giving’ volunteer event, giving back to local communities and empowering youth through education. As part of the company’s global corporate social responsibility vision, ‘Together for Tomorrow’, Samsung Canada rallied with Start2Finish and created a day filled with food, games, prizes, and more – to lend a helping hand by assembling over 1,000  backpacks to be distributed to  children in grades four to eight across Canada.

“We are grateful for the generosity and leadership displayed by the hundreds of Samsung team members who rolled up their sleeves and dedicated their time to another successful Day of Giving,” said Jihoon Lee, President and CEO, Samsung Canada. “Samsung is proud to stand behind our commitment to education and building a better future together.”

Hundreds of Samsung employees in Canada participated in interactive activities with community members where over 1,000 backpacks were assembled and filled with school supplies – all in honour of Samsung’s continued commitment in empowering future innovators to become the next generation of leaders.

“The Start2Finish Backpack Program is unlike any other program. It is a starting point for a comprehensive, year-long approach to eradicate low academic standards among Canada’s 1 million children living in poverty,” said Brian Warren, Executive Director and Founder of Start2Finish, and two-time Grey Cup champion. “We believe every Canadian child deserves the tools to succeed, and thanks to partners like Samsung Electronics Canada, we can provide those tools and make the achievable dream possible.”

Samsung Canada would like to thank its long-term partners Tim Hortons and Pizza Pizza for providing food and beverages to support the event.

To learn more about Samsung Canada’s Corporate Citizen actions and plans, click here.

“I’m glad to have taken part in such a fun and meaningful event,” said Seok-Nyoung Cha from the MX Division. “I hope we can all think deeply and act together to fight biases, stereotypes and discrimination.”

More than 700 employees took time to thank the female colleagues and family members in their life at another event. At the DX Division’s Female Executives’ workshop, hosted since 2021, female executives held candid conversations with the CEO to discuss the company’s vision and ways to foster female leaders. Additionally, a mentoring program for female developers will be launched this year.

Employees hold up heart hands — the official International Women’s Day gesture — in front of a photo wall set up by the DX Division.

Starting this March, the Device Solutions (DS) Division will organize monthly activities to build awareness of diversity, equity and inclusion (DEI) values among its employees. After selecting DEI topics centered on women, people with disabilities, caregivers and foreigners, the division will hold contests and training sessions each month that give employees a chance to learn how to show support for one another. Furthermore, the division will conduct interviews with female leaders in celebration of International Women’s Month and relay their thoughts on female leadership and how younger women can grow in their careers.

Outside of Korea, the company will partner with Dress For Success (DFS)[1] in five countries — the U.S., Canada, Mexico, the Netherlands and Singapore — to organize clothing donation drives to help women get jobs and gain financial independence. Webinars and seminars that raise awareness about DEI will be held as well.

Last November, the DX division established the DEI office to reflect DEI values in all areas of the business, identify areas of improvement and further promote an inclusive corporate culture. To this end, the office checks the company’s systems and culture for discriminatory practices and holds training sessions and campaigns to give employees an accurate understanding of these values. In addition, the office supports voluntary Employee Resources Groups (ERGs) dedicated to DEI that facilitate discussions on the company’s diversity status and improvement goals through the DEI Council, in which the company’s executives take part.

“It is of the utmost importance to operate a diverse and equitable system. We believe that innovative products and services can emerge from a culture where DEI is respected,” said Jinhee Nam, Secretary General of the DEI Office at Samsung Electronics. “Our office established a global DEI policy and plans to operate various programs to increase diversity and create an inclusive organizational culture.”

Jong-Hee Han, Vice Chairman and CEO of the DX Division at Samsung Electronics, and Kye Hyun Kyung, President and CEO of the DS Division at Samsung Electronics, delivered a company-wide message to employees calling for gender equality and highlighting the importance of DEI in honor of International Women’s Day. “I would like to express my gratitude to all the female employees in the DS Division who are doing their best,” said Kyung. “We will help all employees realize their full potential to achieve both personal and professional growth at Samsung,” Han assured.

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[1] Founded in New York City in 1997 to help unemployed and underemployed women achieve economic independence.