Celebrating Music Canada’s video streams integration for Gold/Platinum Singles Program
For years, music videos have possessed a magic and connection with pop culture. They’ve served as a backdrop for artists to bring their creative visions to life. They've allowed fans to connect more deeply with their favourite artist’s work. And they’ve helped to create a new level of fandom, creating conversations that continue long after the final frame fades.
Canada has no shortage of music talent, and we’ve seen many Canadian artists break through globally with a powerful music video on YouTube. The years may pass, but iconic visual narratives continue to play on. Views and conversation continue to roll in on epic tracks like Avril Lavigne’s Sk8er Boi, Karan Aujla’s Softly, or FouKi & Jay Scøtt’s Copilote. And globally, we're seeing over two billion logged-in viewers watch a music video each month on YouTube1.
Today Music Canada has updated their Gold/Platinum Singles Program to include video streams. This means that even more Canadian artists can break through and be recognized. We’re excited to see the new voices that will now certify, and we’ll continue to partner with Music Canada and the music industry so that more Canadian artists can build long lasting relationships with their fans and build strong music careers on the platform.
See the full release from Music Canada below.
Official video streams now eligible for Music Canada’s Gold/Platinum Singles Program
March 5, 2024, TORONTO: Music Canada is thrilled to announce that, effective today, official video streams now count towards certification in the Gold/Platinum Program for Single Awards. The expansion recognizes the breadth of artists achieving success with video and celebrates how fans are listening to their favourite music.
Music Canada’s Gold/Platinum Certification Program was launched in 1975 to celebrate milestone sales of music in Canada. The program honours the artists, and their teams, who create music that resonates with Canadians and achieves commercial success in Canada.
“This is an exciting moment for Music Canada’s Gold/Platinum Program – which is turning 50 in 2025. With this launch, we’re capturing the many innovative and licensed ways that Canadians enjoy music, and we’re recognizing deserving artists who have cultivated devoted fanbases through their music videos,” says Patrick Rogers, CEO, Music Canada.
Under the updated guidelines, official video streams within Canada from an approved digital service provider, such as YouTube, Vevo and Apple Music, and which were made available on or after January 1, 2020, can count towards certification.
In addition, streaming equivalents for audio and video have been updated to better account for the differing economics of ad-supported and subscription-based streams. Benchmarks to achieve certification remain the same, with singles eligible for Gold at 40,000 units, Platinum at 80,000 units and Multi-Platinum beginning at 160,000 units. Singles are eligible for Diamond certification at 800,000 units.
For more information on the updated guidelines, including and how to apply for certification, please see the FAQ.
