Repositioning the JUNOs from Canada’s
Biggest Night in Music to Canada’s Loudest

Problem & Insight

Young Canadians live for concerts and festivals, but barely notice the country’s biggest music award show. The JUNOs are still Canada’s biggest music awards, but to Gen Z, they don’t really exist.

The show brings in an average of nearly 700,000 viewers a night, but they aren’t necessarily the ones buying concert tickets, streaming young artists, or deciding what’s cool. The audience that defines Canadian music isn’t the audience watching its biggest night.

The insight was that young audiences don’t want to just watch culture happen. They want to be inside it. They value energy, connection, shared live moments, and the feeling of being part of something everyone is talking about.

Idea & Art Direction

The idea was to shift the JUNOs from a traditional awards show into a festival-style event that feels live, social, and built for today’s music scene.

The JUNOs will now give Gen Z a concert with the award show built into it. Not a ceremony with performances between categories, but a live music event that happens to hand out JUNOs along the way.

The visual system is based on the audio level meter, the most universal visual language of sound. Since the show is repositioned around being Canada’s loudest night, the brand is built from the very thing that represents loudness.