The topic I would like to focus on is promoting indigenous music and musicians.

Music is one of the many art forms of Indigenous culture that represents a great significance of their identity and heritage. During the period of European colonization and cultural genocide in Canada, Indigenous communities were forbidden from performing their music and engaging in their traditional ceremonies. Fortunately for the last few decades, Indigenous music has been revived. Indigenous Canadian musicians believe that music, just like other forms of cultural expressions, has the extent to construct their cultural and social identity. In particular, contemporary Indigenous music in our younger generation would like to fuse Indigenous music with modern music styles to reach a wider range of Canadians and to express their tradition and history. Rapping is one of the musical forms they use to reach both Indigenous and non-Indigenous Canadian youth. Indigenous musicians also place an importance on having indigenous musicians in any music projects that involves indigenous culture, as they believe that the messaging and storytelling of their music has a political power and they would like it their music not be culturally appropriated by the general western music industry. Some of the reoccurring themes of their music and lyrics are loss of lands and culture, poverty, discrimination and the struggles of Indigenous life.

The strategy of this project is create advertising for a contemporary indigenous music festival. The audience would be both indigenous and non-indigenous Canadian youths. The advertising would come in the forms of music poster, tickets, banners and website for promotion.

References:

https://www.cbc.ca/news/canada/sudbury/indigenous-music-gathering-1.5039496

https://wiki.ubc.ca/Indigenous_Music_and_Identity

https://www.erudit.org/fr/revues/cumr/1999-v19-n2-cumr0468/1014450ar.pdf