The MVP Project To Boost Canadian Music Videos

RBC and the Academy of Canadian Cinema & Television (The Canadian Academy) have partnered on a new initiative called the Music Video Production Project (MVP Project). A press release states that "the MVP Project will support and promote emerging Canadian recording artists and filmmakers in the creation of music video content, increasing resources available within the national music community."

The MVP Project is expected to help fill the void left by the cancellation of the MuchFACT fund last year.

“RBC has worked closely with the music and film communities to create a program that specifically focuses on emerging artists, so they too have access to critical funding,” said Matt McGlynn, Vice President of Brand Marketing, RBC. “We’re thrilled to found the MVP Project alongside The Canadian Academy, which will boost Canada’s music economy.”

Established by RBCxMusic and the Prism Prize, the MVP Project will be administered by The Canadian Academy, aiming to enable Canadian creatives to explore their craft, hone their filmmaking skills, and encourage growth within their respective industries.

The MVP Project is open to recording artists and directors who identify as “Emerging Artists”. Two rounds of funding will offer music video production grants valued between $5,000 and $15,000. Each round will also include a curated component, which aims to foster an existing director/recording artist relationship. In addition to the grants, successful candidates will receive mentorship and networking opportunities.

“Canadian music video directors are bringing into the world some of the most exciting, creative and genre-busting visual stories of our time,” said Louis Calabro, Vice President Programming, The Canadian Academy and Founder of the Prism Prize. “We see an undisputed urgency and relevance to the work of music video, and we could not be more excited to welcome these often-overlooked filmmakers into the Canadian Academy fold.”

Applications will be assessed by a peer-based jury of music and media professionals. Submissions for the first round of the MVP Project open October 1, and close November 1. The second round of applications will open in January 2019. Successful applicants will be announced eight to 12 weeks after the final application deadline for each round.

In addition to this announcement, The Canadian Academy has officially acquired the Prism Prize, which will be fully integrated into the national organization. Founded in 2012, the Prism Prize is a national juried award recognizing the artistry of the modern music video in Canada. It is the richest cash prize for music videos in North America.

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