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There was an unmistakable current of Canadian nationalism running through the 2025 Juno Awards, which aired live on CBC from Vancouver’s Rogers Arena on Sunday (March 30).
The awards gala – and its night-before invite-only gala where most of the awards are given out – is always a chance for the music industry to tout its successes. This year, those affirmations had a different flavour. Canada has a wave of national pride that tends to arise when the country is threatened, and with tariffs imposed by the United States among threats of annexation by U.S. President Donald Trump, it was ever-present at this year’s Junos.

Here is how it played out.

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“Canada Is Not for Sale”

“Canada Is Not for Sale” has become a defiant slogan of pride of late, opposing Trump’s repeated threats of turning the country into the “51st state.” Junos host Michael Bublé was the latest star to use the phrase recently sported on a t-shirt by Mike Myers on Saturday Night Live. In an opening monologue that echoed the famous “I Am Canadian” Molson ad of the early 2000s, Bublé asserted a number of vaguely political affirmations of what he called “the greatest nation on earth.” “When they go low, we go high,” he said. “We love this country, and when you love something, you show up for it,” he said.

Allan Reid, president and CEO of CARAS, the organization that administers the Junos, also asserted culture as a form of Canadian identity in his speech at the industry gala on Saturday. Canada is the third largest exporter of music to the world, he said, likely referring to Luminate’s recent year-end report, and that’s an important distinction. “It is our culture that defines who we are and it is the touchstone of what it means to be Canadian,” he said. The music crosses borders, and that strengthens Canada internationally.

Winning the Walt Greilis Award, which recognizes individuals who have strengthened the growth or development of Canadian music, Live Nation Canada chairman Riley O’Connor echoed that sentiment. “It’s a time not to retreat, but to show innovation and talent,” he said. He was recognized for playing a big part in building the national touring network in Canada and showing international acts that there are fans in the country who want to hear the world’s music on live stages. He quoted Rush‘s “The Spirit of Radio,” then said, “now it’s time to turn up our Canadian volume.”

Behind-the-Scenes Success Stories

There is a tendency for the Canadian music industry, and the Junos, to speak to itself. That can be a problem when some of the biggest international stars strive for international success but don’t always show up for Canadian recognition.

While the Junos were a building block of a self-sufficient Canadian music industry, along with Canadian Content regulations and a strong system of government arts funding through organizations like FACTOR, it now has an issue of star power. Tate McRae was this year’s biggest winner with four awards, but wasn’t there to accept, and stars like The Weeknd and Shawn Mendes were also missing.

Some of the country’s biggest recent success stories, however, are behind the scenes, and this year they got an important overdue gesture of recognition. The Junos introduced the inaugural songwriter of the year (non-performer) category, and the winner was Lowell. The same winner of the Billboard Canada Non-Performing Songwriter Award, which she also accepted at the Billboard Canada Power Players in 2024, Lowell has been pushing for the category for years. “I’ve been here [at the Junos] eight or nine times before and watched hits I wrote win,” she said on Saturday night. “But never moi.” She shouted out her Canadian co-writer Nate Ferraro and all the other artists who should have won the award before her.

Lowell co-wrote some big hits recently, including Beyoncé’s “Texas Hold ‘Em,” and that shows a major impact made by Canadian musicians behind the scenes. Jack Rochon won the producer of the year award for his work with major international artists like Beyoncé, Kehlani and local R&B favourite Charlotte Day Wilson. Serban Ghenea, meanwhile, won recording engineer of the year for work with two of the biggest charting artists of the last year, Sabrina Carpenter and Teddy Swims (Ghenea has been nominated for 50 Grammys and won 21). Producer Boi-1da, meanwhile, won the international achievement award for work on some huge songs by stars like Drake, Rihanna and Eminem.

Canada is a heavy hitter for its relatively small population, and its fingerprints are on some of music’s biggest hits. It’s a good time to bring those accolades into the open.

Diversity as a Strength

There’s no one distinct Canadian sound, but the country has a cultural fluidity that is well-suited to the increasingly globalized music industry. There is music being made in multiple languages, well beyond even English and French.

Canada has become a global hub for the ascent of Punjabi music – what Billboard Canada coined the Punjabi Wave – and that’s become a big part of the Junos over the last few years. This year, the awards introduced the South Asian recording of the year award, which AP Dhillon won for “The Brownprint.” Unfortunately, the category was not televised and Dhillon wasn’t there to accept, but there was still a Punjabi performance by Gminxr, Jazzy B, Inderpal Moga and Chani Nattan.

Elisapie, meanwhile, won alternative album of the year for Inuktitut, an album of covers of songs by artists like Blondie and Pink Floyd in the title language. Accepting, she said she was proud to be an Inuk woman, singing in her language. Winning rap album of the year for their album RED FUTURE, Snotty Nose Rez Kids talked about Indigenous excellence and creating a vision for Indigenous people to see themselves in the future. In a year when Buffy Sainte-Marie had her awards revoked amidst questions of her own Indigenous identity, the Junos also recognized new and present cultural voices.

“Elon Musk Is a Piece of Garbage”

While many of the criticisms of the U.S. were more subtle or centered around Canada – the name Trump was barely spoken – there were a couple of sharper criticisms. One came from bbno$ on Sunday’s televised broadcast. After saying his thank yous for winning the fan choice award, he had one last thing to say: “Also, Elon Musk is a piece of garbage.” The crowd cheered for the jab at Trump’s head of DOGE [Department of Government Efficiency]. Introducing the next segment with Max Kerman of Arkells, Bublé said he didn’t hear what was said but could tell the crowd loved it. “I heard it,” Kerman said. “And it was right.”

At Saturday’s gala, Montreal band NOBRO brought real punk energy to their performance while lead singer Kathryn McCaughey sported a tank top that said “Pussies Against Fascism.” They won rock album of the year for their album Set Your Pussy Free and advocated for equal representation of women and for abortion as health care. “No pussy is free until they all are,” they proclaimed.

Made in Canada

In recent weeks in response to tariffs, American products have been pulled off liquor store shelves and grocery stores have hung signs letting shoppers know which products are Canadian-made. The messaging of the Junos also touted Canadian success stories, but there was a criticism below the surface of overrepresentation of major label acts in both the nominations list and televised performances. Sony, Universal and Warner all have Canadian offices and are thriving Canadian operations, but are also adjuncts of American companies.

There were some notable exceptions, however. The Beaches, who won group of the year for the second year in a row, gained bigger success after splitting with their former label, Universal Music Canada.

Sum 41 have been a major-label band throughout the majority of their career, but remarked on the strangeness of getting industry recognition. “We’re not really an award show band,” Deryck Whibley said. Being honoured with an induction into the Canadian Music Hall of Fame, they remembered sending their demo to every label and having it turned down by all of them. “One even told me it was the worst he had heard in a decade,” he said. “Maybe he’s here tonight.” They persisted, though, and became a major-label success story.

If resilience was a theme of the Junos, Nemahsis provided a different example. The Palestinian-Canadian artist told the story of being dropped from her major label shortly after Oct. 7 and releasing her breakout album Verbathim fully independently with the help of her manager Chass Bryan.

“So many labels are being thanked and mentioned,” she said on Saturday night accepting the alternative award, right in front of many major players of the Canadian music industry. “Labels have money. Money pays for albums. Artists need money to make art. I was cut off and left with nothing, and this album still came out because of Chass and my parents and the people of Palestine.”