For Immediate Release
THE CANADIAN COUNTRY MUSIC ASSOCIATION® (CCMA®) AND RBCxMUSIC ANNOUNCE NATIONAL COLLABORATION TO SUPPORT EMERGING CANADIAN COUNTRY TALENT
- Country Crawl, supported by RBCxMusic, will showcase emerging artists through a series of free performances in Saskatoon, SK during Country Music Week 2026 (September 16–19). All Country Crawl events are free and open to the public.
- CCMAU – the CCMA's professional development platform – expands with support from RBCxMusic, including an in-person session in Montreal on May 28, 2026.
Toronto, ON (May 19, 2026) – The Canadian Country Music Association® (CCMA®) today announced a new national collaboration with RBCxMusic, rooted in a shared commitment to help strengthen Canada’s country music community and support the next generation of artists and industry professionals. This collaboration will deliver a combination of live performance and year-round professional development opportunities designed to foster sustainable careers in the country music industry.
As a collaborator , RBCxMusic will support two cornerstone CCMA initiatives: Country Crawl and CCMAU. Together, these programs create meaningful opportunities for emerging talent to help connect with audiences, build industry relationships, and develop the skills needed to navigate today’s music landscape.
Country Crawl, supported by RBCxMusic, will take place during Country Music Week 2026 in Saskatoon, SK (September 16–19), transforming the city into a vibrant celebration of Canadian country music. The program will feature developing artists performing at a variety of local venues, including cafés, libraries, and small businesses. Free and open to the public, Country Crawl is designed to bring music directly into the community - connecting fans with rising talent while supporting local spaces and economies. Participating artists will be selected through CCMA membership submissions, alongside input from local industry voices to help ensure a diverse and representative lineup.
Complementing these live experiences, RBCxMusic will also support CCMAU, the CCMA’s education and professional development platform. Through a mix of virtual and in-person sessions, industry roundtables, and networking opportunities, CCMAU provides accessible, relevant learning for artists and industry professionals at every stage of their careers.
Upcoming programming includes an in-person session in Montreal on May 28, with additional sessions planned throughout the year, including a dedicated series during Country Music Week. Together, Country Crawl and CCMAU offer a comprehensive approach to artist development - combining exposure, education, and community connection.
“At its core, country music is about community, storytelling, and connection,” said Amy Jeninga, CCMA President. “RBCxMusic’s support allows us to expand opportunities for emerging artists to be seen and heard, while also investing in the development and infrastructure that sustain long-term careers.”
"RBC believes in the power of music and ideas to inspire and help build stronger communities," said Andrea Barrack, Senior Vice President, Sustainability & Impact, RBC. "That's why we're thrilled to work with CCMA to bring more platforms, mentorship and momentum to the emerging Canadian country artists who are shaping the future of this industry. Through Country Crawl and CCMAU, we're supporting both the talent and the infrastructure needed to help artists thrive – and in the communities that come alive when they do."
This collaboration will also come to life through community-focused activations in Saskatoon during Country Music Week – further extending the reach of live music into everyday spaces.
Additional details, including calls for Country Crawl artist and venue submissions, will be announced in the coming weeks. CCMA members and fans can participate in CCMAU programming year-round and attend Country Crawl events during Country Music Week.
About the Canadian Country Music Association® (CCMA®)
Established in 1976, the CCMA® is a membership-based, not-for-profit organization committed to promoting and recognizing Canadian country music. Now in its 50th year, the CCMA celebrates the spirit, community, and creativity fostered by country music through year-round initiatives, culminating every fall with Country Music Week and the Canadian Country Music Association Awards.
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Media Contact:
For the Canadian Country Music Association
Red Umbrella P.R. | press@redumbrellapr.com 
