ALLEGRA SWANSON

Allegra Swanson has over a decade of experience in the non-profit arts sector. She is currently the Executive Director of Music Nova Scotia and Vice Chair of the Creative Nova Scotia Leadership Council. 

Motivated by her passion for Canadian music, talent, production, and the music industry, Allegra led the initiative to bring the 2024 JUNO Awards to Halifax. Once the bid was won, Allegra volunteered her time, energy, and effort as the Chair of the Host Committee for the Halifax JUNO Awards. 

The event was felt across Halifax, with numerous venues for live music, a week of programming, and many free events for the public. The estimated economic impact was $7 million for the province, with lasting legacy programs in music and education for years to come.

WHY THEY DID IT

The JUNO Awards is Canada’s national award show. It’s Canada’s biggest night in music. It features an incredible show of the best artists in Canada, nominated for awards in their genre in music. “Music events are so important to come to this region, because building our music scene locally is incredibly important to the development of artist careers, but also the capacity building in our music industry.”

“Halifax has such a unique proposition when it comes to music really being from here. We are music. It’s deep in our bones, and so to be able to showcase that on national and international stages is so important.”

BIG OUTCOMES

The JUNO Awards were a sold-out event, with thousands in attendance, and a 36% increase in broadcast viewers from 2023, at 672,000 viewers. Beyond the awards themselves, the city of Halifax came alive in the week leading up, with a free live music waterfront stage, programming at many local venues across the city, and an estimated $7 million in economic impact.

“Seeing the music industry grow so much during the event, and then the legacy that has followed having the JUNOS here has been incredibly impactful.”