Victoria Music Strategy Grants

The Victoria Music Strategy (VMS) Grant program is dedicated to funding innovative

projects that realize the VMS vision “to make Victoria a dynamic music hub and a global 

music destination.” Victoria has all the elements to be a world class music city. The 

combination of natural beauty, mild climate, Indigenous culture, DIY, indie-folk island vibe 

and our positioning between two major music hubs, Vancouver, and Seattle, provide the 

foundation to celebrate what is already distinct and unique about the Victoria music 

scene.



The Victoria Music Strategy includes five priorities and 27 action items to build 

on industry strengths and address challenges to realize the potential of our local music 

ecosystem.



The five strategic priorities in the VMS are:

1. Connecting People and Spaces: Create space for music

2. Nurture the Talent: Support musicians and music organizations

3. Grow the Audience: Everyday musical encounters

4. Be Future-Ready: Music innovation and the creative economy

5. License to Create: Music friendly policy and licensing 



Victoria has a rich legacy of music festivals and music training and education programs 

that provide opportunities for local musicians to develop their talent and engage with 

diverse communities at neighbourhood events and large-scale celebrations. However, 

within this context, Victoria’s music ecosystem has been facing barriers and challenges 

including the loss of small and mid size live music venues and rehearsal and recording 

facilities during the global pandemic, and an ongoing affordability crisis.



Some of these strategic priorities and action items are being actioned by the City through 

a combination of increased funding for the Festival Investment Grant program, new paid 

public performance opportunities for musicians, regulatory policy improvements to reduce 

barriers, and increased information, networking, and promotion to support musicians and 

music sector collaboration. The Victoria Music Strategy grant program has been created 

to provide funding for community participation from the music sector to help support City 

initiatives and accelerate the implementation of the Victoria Music Strategy.

This annual program provides $150,000 in grant funding to leverage what we currently
have and address gaps in the music ecosystem with a focus on activating affordable 
spaces for music production, rehearsals, and performances, professional development 
opportunities for local musicians and industry professionals, and innovative projects in 
collaboration with the technology and creative sectors.

Grant funding will empower community groups to incubate and realize unique projects 
that bring forward sustainable solutions for the music sector to thrive

Applicants must meet all eligibility criteria listed below to have their application reviewed 

for funding under this grant program. Contact Andrea Collins, Arts, Culture and Events 

Liaison, at acollins@victoria.ca if you need to confirm organization and project eligibility 

prior to applying.

• Be registered as a not-for-profit society, non-profit cooperative, charitable 

organization, Songhees and Esquimalt First Nation Council, or a registered Urban 

Indigenous not-for-profit society operating within the Capital Regional District

(CRD);

PLEASE NOTE: If you are a musician, band, or a commercial venue, you 

will require a Sponsor or Partner not-for-profit or charitable organization to 

be the applicant. Please see Partnerships and Collaborations section below 

for more information;

-Not-for-profit organizations must be operating within the CRD, however, 

projects must take place within the City of Victoria.

• Have operated as a registered organization for one full year prior to the date of

application;

• Be in good standing with the B.C. Society Act and have met all the terms and 

conditions of all previous City of Victoria grants, including submission of final 

reports; 

• Submit a complete application package including all required materials prior to the 

deadline; 

• Each eligible organization can apply for funding for one project.

Partnerships and collaborations between individual musicians, bands, artist collectives,
commercial venues, music sector professionals and not-for-profit organizations are
encouraged. Individual artists, bands, and/or music sector professionals will require a
Sponsor or Partner organization (eligible not-for-profit society or registered charity) to
apply for funding and be involved in supporting the project. 

The Sponsor or Partner organization will be responsible for submitting the application and 
meeting the terms of the grant. If successful, the Sponsor or Partner organization must 
be responsible for submitting final reports and project documentation. A Letter of Support 
outlining the responsibilities and terms of the collaboration of all parties must be provided 
as part of the application package.

Eligible projects that address specific VMS strategic priorities with clearly defined
outcomes and benefits for the music sector will qualify for funding review. Included below 
are a selection of strategic priorities and action items that will receive priority funding.

1) Connecting People and Spaces: Create Space for Music 
Applicants seeking to create space for music can request funding up to a maximum of 
$50,000 per project. Projects that preserve existing affordable live music venues and 
develop new small and mid-sized performance venues, rehearsal and recording facilities
in underutilized and/or vacant spaces will be prioritized for funding.

Funding can be used to cover project related venue costs for new and existing live music
venues (insurance, audience development, professional artist, and technician fees, etc.), 
recording studio and rehearsal venue costs to develop new music (songs and album 
recordings) and content (music videos and demo reels, etc.). Successful outcomes would
increase the number and types of music venues, artist development opportunities 
(rehearsals, recordings, and/or performances) and/or reduce financial barriers for 
audiences to attend more music programming.

2) Nurture the Talent: Support Musicians and Music Organizations
Applicants seeking to support musicians and music organizations can request funding up 
to a maximum of $15,000 per project. Projects that provide professional development, 
mentorship and training to expand opportunities for emerging artists, prioritizing
Indigenous and equity-seeking groups; and projects that develop youth and all age 
programming in publicly accessible spaces will be prioritized for funding. 

Funding can be used to cover professional development and training opportunities for 
musicians (fundraising and grant writing, professional mentorship, marketing and 
audience development, business development including artist representation, licensing,
copyright, and industry networking).

3) Grow the Audience: Everyday Musical Encounters
The City is actioning this strategic priority by increasing funding for the Festival 
Investment Grant program, increasing programming budgets and public realm
infrastructure to expand opportunities for musicians to perform in public spaces.

Applicants seeking to create new everyday musical encounters can request funding up 
to a maximum of $10,000 per project. Applicants that have a project idea to address this 
strategic priority must contact staff to discuss their project, prior to applying for grant 
funding.

4) Creative License: Create Music-Friendly Policies and Regulations
The City is actioning this strategic priority by reviewing regulatory policies and 
requirements that create barriers for indoor and outdoor music venues and increased 
programming. The Industry, Arts and Innovation District action plan, along with the Ship 
Point Master Plan will provide music friendly policies and infrastructure for increase public 
performances. 

Applicants seeking to support development of music friendly policies and regulations can
request funding up to a maximum of $15,000 per project. Applicants that have a project 
idea to address this strategic priority must contact staff to discuss their project, prior to 
applying for grant funding.

5) Be-Future Ready: Music Innovation and the Creative Economy
Applicants seeking to collaborate with the technology and creative economy sectors to
create innovation for the music sector can request funding up to a maximum of $25,000. 
Projects that develop a music innovation hub with accelerator, incubator, and labs for 
musicians in collaboration with technology and innovation sector partners to realize new 
models for growth, exposure and attracting and retaining music industry talent in Victoria 
will be prioritized for funding. 

Funding can be used to cover business plan development, networking and professional 
development events for music and technology sector professionals, and venue costs for 
a physical hub, lab, or incubator facility. 

Applicants cannot apply for funding under this grant program to cover any of the following: 

• Capital projects or expenses: equipment purchase or facility infrastructure

upgrade projects. These projects and activities are funded through the

City’s Cultural Infrastructure Grant program.

• Music festivals, cultural and community music performances or 

celebrations. These projects and activities are funded through the City’s 

Festival Investment Grant program.

• Annual or ongoing music programming, community choirs and events.

• Projects receiving funding from other City grant programs (i.e.: Festival 

Investment Grant, Cultural Infrastructure Grant, My Great Neighbourhood

Grant, etc.)

• City funding will not exceed 50% of the project budget up to the maximum 

amount of the strategic priority funding limit. 

• Project expenses that have been incurred prior to submission of the grant 

application.

• Fundraising activities.

• Projects where the majority of expenses and resources are non-music 

focused.

• Projects that include profanity, violence, pornography, public incitement or 

promotion of hatred, or any forms of discrimination as defined by the 

Canadian Human Rights Act. 

The City of Victoria’s Cultural Policy guides decision-making on how we do our work. The 
City is strengthening its commitment to equity, diversity, and inclusion by embedding 
these considerations into City’s polices, programs and practices through the mandate of 
the Office of Equity, Diversity and Inclusion and the Equity Framework.

The City defines equity as treating everyone fairly by acknowledging their unique situation 
and addressing systemic barriers. In keeping with our Cultural Policy Statement, the City 
is working to ensure that everyone has fair access to equal benefits and outcomes by 
being able to participate fully in the creative life of the city, which is essential to an 
equitable, inclusive, and human rights-oriented society. 

When planning your project, consider the possible barriers that people face to ensure that 
all residents have equal access and opportunity to participate. This will help people feel 
welcomed and valued, while creating a meaningful and enjoyable experience. 
If you require support in connecting with a not-for-profit Sponsor or require assistance
with the application process, contact Andrea Collins, Arts, Culture and Events Liaison, 
acollins@victoria.ca. 
 

1. Review Program Guidelines to confirm organization and project eligibility.
2. Complete the online application form.
3. If you are a first time applicant, please contact staff to confirm organization eligibility and to discuss your project. City contact: Andrea Collins at acollins@victoria.ca.
4. Submit all required supporting materials to acollins@victoria.ca.

•  Application Intake: This program has a single intake period. Send completed applications along with all required materials via email to Andrea Collins at acollins@victoria.ca.
•  Review: Staff will review all complete and eligible applications that are submitted. 
•  Notification: All applicants will be informed on the results of their application within eight weeks of the grant deadline.
•  Funding terms and conditions: Each successful applicant will receive a digital copy of funding notification by email along with terms and conditions of the grant funding.

All eligible applications will be evaluated based on the following assessment criteria. 
Applicants should demonstrate how the proposed project addresses each of the four
evaluation criteria: 
a) Music Ecosystem Development and Impact (50%) 
• Project alignment with VMS strategic priorities and action items, with priority for 
projects that create and/or increase affordable venues for artist production, 
rehearsal and live music performance, and professional development. 
• Demonstrates long-term impact with measurable outcomes and benefits for the 
music sector.
• Innovation and originality of project.
• Clear project vision and objectives that reflect a need within the music ecosystem;
measurable goals and outcomes that result in long-term benefits for specific
groups in the music ecosystem.
• Demonstrates community participation with collaboration and/or support from the 
music sector and other stakeholders. 
b) Feasibility (20%) 
• Application demonstrates a project team with organizational capacity and a track 
record of proven project delivery and necessary expertise, skills, and capacity to 
oversee and deliver the project as per the project scope and timeline outlined in 
the application. 
• Application demonstrates project viability with realistic and balanced project 
budget, diverse sources of funding and a detailed project timeline.
c) Equity, Diversity, Reconciliation & Accessibility (20%) 
• Project identifies barriers that people face and has proposed strategies in the 
project plan to ensure equal access and opportunities for benefits and 
participation, especially for Indigenous and equity seeking groups.
• Application addresses accessibility of project which can include physical, 
economic, and/or cultural accessibility for underrepresented, marginalized, and/or 
equity-seeking communities and/or Indigenous groups that experience barriers to 
participation and representation in the music sector.
• Applicant demonstrates respectful and inclusive approaches and actions to 
support reconciliation with the Songhees and Esquimalt Nations and Urban 
Indigenous communities. 
• Applicant considers cultural and physical safety, demonstrating how the project is 
safe for all who participate, especially those who may face greater risk of violence.
d) Community Benefit (10%) 
• Extent to which project contributes to the social, economic, and cultural 
development of Victoria.
• Demonstrated knowledge and understanding of potential audience and/or 
participants.
• Appropriate stakeholder engagement and outreach strategies.

Applicants awarded a grant will be required to agree to the following terms and conditions: 
• Successful applicants are responsible for securing all required permits and 
approvals to meet all Federal, Provincial and Municipal legislation, guidelines, and 
by-laws. The award of grant funding may in no way be construed as providing for 
other City approval.
• Successful applicants will receive 80 percent of their grant within 30 days of 
receiving confirmation of the grant award. The remaining 20 percent of grant 
funding will be provided after receipt and approval of the final report. 
• The applicant must submit a final report within 30 days after the completion of the 
project. A Final Report template will be provided to all successful applicants.
• The information provided in the project proposal, and related documents is 
accurate and complete. Any change in scope, timing or deliverables of the project 
as presented in the application, must be discussed, and receive approval in writing 
from the Arts, Culture and Events Liaison in advance of implementation. 
• Grant recipients must return any unused portion of City funding at the end of the
grant term (September 30, 2025) unless an extension in writing has been obtained 
from the grant administrator prior to the end of the grant term.
• The City’s support must be acknowledged in all promotional or public materials 
related to funded activities, including all print and online media. Applicants will be 
provided electronic copies of the City of Victoria’s logo and usage standards. 
• Grant recipients agree that the City shall not be liable for any incidental, indirect, 
special, or consequential damages, injury or any loss of use, revenue or profit of 
the Society arising out of or in any way related to the project.

All documents submitted to the Victoria Music Strategy Grant become the property of the 
City of Victoria. The City will make every effort to maintain the confidentiality of each 
application and the information contained within, except to the extent necessary to 
communicate information to staff and assessment committee members for the purposes 
of evaluation and analysis. The City will not release any of this information to the public 
except as required under the Province of British Columbia Freedom of Information and 
Protection of Privacy Act or other legal disclosure process. 

Before preparing your application, please ensure your organization and project are
eligible. Staff can provide feedback and review draft applications to support applicants 
with limited capacity and/or previous grant writing experience. 
Andrea Collins
Arts Culture and Events Liaison 
Phone: 236-464-8672
2024 Victoria Music Strategy Grant | 10
Email: acollins@victoria.ca