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.

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