TORONTO, ON – Music fans know that some of the best talent is found in their own hometown – whether it be a big city or small community. Ontario Lottery and Gaming Corporation (OLG), Universal Music Canada and Bell Media’s ETALK, are bringing you closer to A-list talent while showcasing and celebrating some great Ontario-based bands, duos and solo artists on the cusp of stardom with a unique music experience called ‘OLG Hometown Sounds.’

‘OLG Hometown Sounds’, which will be featured on ETALK, gives viewers access to exclusive, intimate conversations with some incredible artists about the Ontario music scene, their careers, and the importance of local venues like Toronto’s Axis Club (formerly The Mod Club), The Opera House, and the Phoenix Concert Theatre.

‘OLG Hometown Sounds’ begins airing October 27, 2021 and starts off with Grammy Award-winning artist Alessia Cara. The Brampton native talks about her musical journey from hometown venues to the top of the music charts, and performs songs from her just-released album, In The Meantime. She highlights some of her current favourite acts and past collaborators, like Toronto duo, Locals Only Sound, who weigh-in on the importance of those first shows and the impact an artist like Cara has had on their career, and more.

On November 10, ‘OLG’s Hometown Sounds’ will bring insights and songs from Grammy-Award winning, multi-platinum band Imagine Dragons, who started playing small stages and now fill arenas. With their latest album, Mercury - Act 1 out now, they are no strangers to Ontario stages. This episode also tracks buzz-worthy indie band Valley, who are making waves online and around the world with their huge sound and pop-infused approach.

And on November 24, Grammy nominated, multi-platinum selling recording artist and songwriter, Julia Michaels, who dropped her long-awaited debut album Not In Chronological Order this past spring, will be featured alongside Scarborough-born, history-making JUNO Award-winning R&B artist, and soulful songstress Savannah Ré.

“OLG is always proud to support local music talent and the grassroots music industry in Ontario,” said Randy Weyersberg, OLG Vice President of Brand Management and Marketing. “We are especially pleased to work with Universal Music Canada’s SHED Creative and Bell Media to showcase the communities, local venues and experiences that have shaped these artists at all levels of their success. We know that when these artists play their music for us – they play for Ontario.”

“SHED Creative has a longstanding partnership with OLG and we’re thrilled to bring Hometown Sounds to life alongside the team at Bell Media,” said Dave Harris, Managing Director, Shed Creative for Universal Music Canada. “By bringing artists together to share stories about their communities and their favourite venues and the impact these ecosystems have on their art and career, this series gives the ultimate inside-look at what makes our music communities thrive. We customized this collaboration to enable our partners to tap into top talent from across Universal Music Canada’s roster while leaning into OLG’s continued support of local Ontario communities!”

A special contest is also part of the ‘OLG Hometown Sounds’ series. Register at OLGHometownSounds.ca beginning October 28, 2021 for a chance to win some great prizes such as exclusive merchandise or unique experiences from the featured artists. Must be 18 years of age or older to participate.

Watch ‘OLG Hometown Sounds’ on ETALK starting October 27, 2021.

About Shed Creative Agency

At Shed Creative Agency, we create authentic cultural connections based on a deep, lived understanding of audience passions. As a division of Universal Music Canada, Shed connects brands with strategic and cultural insights, offering solutions in the live experience, media, and content production space. With unfettered access to the biggest artists from around the world, Shed transforms brands into unique, authentic platforms that entertain and engage a culturally literate audience.

About Universal Music Canada

Universal Music Canada is Canada’s leading music company, engaged in recorded music, music publishing, merchandising, and audiovisual content. Home to the most comprehensive catalogue of recordings and songs across every musical genre, UMC is committed to artistry, innovation and entrepreneurship in broadening opportunities for our artists on both the domestic and world stages as well as creating new experiences for fans.

Universal Music Canada is part of Universal Music Group, the world leader in music-based entertainment.

OLG is a crown agency that develops world-class gaming entertainment for the Province of Ontario. Acting in a socially responsible way, OLG conducts and manages land-based gaming facilities; the sale of province-wide lottery games; Internet gaming; and the delivery of bingo and other electronic gaming products at Charitable Gaming Centres. OLG is also helping to build a more sustainable horse racing industry in Ontario. Since 1975, OLG has provided approximately $55 billion to the people and Province of Ontario to support key government priorities like health care; the treatment and prevention of problem gambling; and support for amateur athletes. Each year proceeds from OLG’s operations also support host communities, Ontario First Nations, lottery retailers and local charities across the province.

All for Here – 100 per cent of OLG’s proceeds are invested in Ontario
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