Samsung Electronics Canada, in collaboration with Collective Arts, today announced a strategic partnership with Complex Canada, part of the global Complex media juggernaut and a definitive platform for youth culture. The partnership supports the continued evolution of Samsung True North Tunes, an artist-first platform built to discover and elevate emerging Canadian music talent.

Samsung True North Tunes is designed to live at the intersection of music, art, and culture, blending expert curation, community participation, and cultural credibility. Together, Samsung Canada and Collective Arts are building a platform that not only surfaces new talent but creates meaningful opportunities for artists to connect with audiences in authentic, culture-forward ways.

By bringing Complex Canada into the partnership, Samsung Canada and Collective Arts are aligning Samsung True North Tunes with one of the most influential voices in contemporary culture. Complex Canada has a proven track record of shaping the zeitgeist through music, style, sports, and art, and connecting emerging talent with highly engaged audiences.

This partnership will play a key role in how Samsung True North Tunes shows up in culture, amplifying emerging artists, curating storytelling, and driving discovery among tastemakers across Canada. With Collective Arts’ longstanding commitment to supporting artists and musicians, the platform is grounded in a deep understanding of creative communities and how culture moves.

Through the partnership, selected artists will be featured on the Samsung True North Tunes platform and gain access to curated playlists, exclusive experiences, mentorship opportunities, and national exposure. In partnership with Complex Canada, the program will also include an invite-only industry event, bringing together participating artists, media, and key voices from across the music and culture landscape to foster connection, collaboration, and visibility.

“Samsung True North Tunes reflects our belief that technology can help unlock creativity and connect people in more meaningful ways,” said Tafari Jilany, Head of Corporate Marketing, Samsung Canada. “By creating a platform for emerging artists to share their work, we’re opening new pathways for discovery. Partnering with Collective Arts and Complex Canada brings a powerful combination of cultural insight and creative credibility, helping us continue to build and grow the platform.”

“Complex Canada sits at the intersection of music and culture, spotlighting the artists and moments shaping what’s next,” said Natalie Milne, SVP of Content and Operations at Complex Canada and Ideon Media. “Samsung True North Tunes taps into how discovery actually happens today, driven by fans, conversation, and real cultural momentum, and puts emerging Canadian talent directly in the mix.”

“We’re excited to share that one of the ways our partnership with Complex Canada will come to life is through a limited edition Samsung True North Tunes beer, available this summer in our Groove Hunter packs,” said Toni Shelton, VP of Brand and Strategy at Collective Arts. “It’s a way to extend the platform beyond digital and bring even more visibility to the musicians involved.”

About Samsung True North Tunes

Samsung True North Tunes is a national, artist-first platform inviting emerging Canadian musicians to submit original work for the opportunity to gain exposure, mentorship, and fan support through a multi-stage selection process.

Submissions are now open until May 15, with artists progressing from a curated longlist to a public-voted shortlist and final Top 3.

For full program details and submission information, please see the official launch announcement.

About Complex Canada

Complex is the definitive platform for global youth culture and music lifestyle, seamlessly integrating content, commerce, and live experiences at scale. Through innovative storytelling across music, streetwear, style, sports, and art, Complex engages audiences in a dynamic conversation that both reflects and shapes the zeitgeist of convergence culture. In Canada, Complex is represented by Ideon Media, bringing locally relevant content and programming to Canadian audiences.

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 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.