Montreal, Faites du Bruit: A New Movement to Amplify Francophone Music

In an era where digital algorithms often dictate what we hear, the Quebec music industry is fighting back to ensure local voices aren’t drowned out. A powerful new coalition has launched “Montréal, faites du bruit” (Montreal, make some noise), a wide-reaching mobilization effort designed to put francophone music back at the center of the city’s cultural identity.

A Coalition of Cultural and Economic Powerhouses

The movement isn’t just a gathering of artists; it’s a strategic alliance of approximately 60 key players from the Quebec musical ecosystem. Led by Les Francos de Montréal and ADISQ, the initiative brings together an unusual mix of creative and corporate interests.

The coalition includes high-profile artists like Corneille, as well as record labels such as Bravo musique. To ensure the movement has real-world reach, economic actors have also joined the cause, including the Chambre de commerce du Montréal métropolitain and the advertising agency LG2. Other critical institutional supporters include:

• The Union des artistes
• The Association professionnelle des diffuseurs de spectacles (RIDEAU)
• Scènes de musique alternatives du Québec (SMAQ)
• Culture Montréal
• The Conseil des arts de Montréal

The Vision: Minor Gestures, Big Impact

The movement was spearheaded by Jacques-André Dupont, who serves as the president of the board for both the Francos de Montréal and the Montreal International Jazz Festival. Dupont’s philosophy for the project is rooted in the “butterfly effect”—the idea that small, concrete actions can trigger significant long-term impacts.

Unlike many cultural initiatives, “Montréal, faites du bruit” operates without a dedicated budget. Instead, it relies on the collective will of its members and the public to implement promotional initiatives using their own existing resources. The goal is to create a sustainable momentum of visibility rather than a one-time funded campaign.

The June 17 Summit at Maison symphonique

The movement will officially gain momentum on June 17 during a pivotal event at the Maison symphonique in Montreal. This gathering will serve two primary purposes:

1. Idea Generation: Members and citizens will present concrete, actionable initiatives to promote francophone music that can be realized within the year.
2. Strategic Reflection: The afternoon will be dedicated to a strategic exchange between musical and economic leaders to define a clear plan of action and track future commitments.

Eve Paré, Director General of ADISQ, compared the potential of this movement to “Je vois Mtl” (which later became “Je fais Mtl”), a 2014 initiative that generated 200 ideas to improve the city of Montreal.

Solving the “Discoverability” Crisis

At the heart of this mobilization is a critical industry challenge: discoverability. In a digital landscape dominated by global streaming giants, francophone artists often struggle to reach new audiences, particularly younger listeners.

To combat this, the movement is focusing on integrating local music into the daily fabric of city life. Eve Paré suggests that increasing the presence of francophone music in public spaces can create a vital point of contact with the public. Targeted areas for increased visibility include:

• Commercial businesses and retail shops
• Public buildings and government installations
• Sports facilities
• Advertising campaigns

Looking Ahead

By bridging the gap between the arts and the economic sector, “Montréal, faites du bruit” aims to move beyond mere discussion and into tangible action. The success of the movement will be measured not by funding, but by how effectively francophone music is woven back into the daily auditory experience of Montrealers.