The Canadian Academy of Recording Arts & Sciences (CARAS), the not-for-profit organization that hosts the JUNO Awards and oversees music education charity MusiCounts and the Canadian Music Hall of Fame, has tapped Edelman as its new agency of record.

As part of its new assignment, Edelman Canada will support CARAS on brand strategy, content development and media relations. It will work in tandem with the non-profit on strategic communications related to its programming and events, and will aim to tell the stories of Canadian musicians while working to connect artists with their fans.

The goal of the new partnership is to expand CARAS’ reach and allow it to promote more Canadian artists and their music.

“Our team is passionate about the Canadian music industry and the great array of homegrown talent we have here,” says Bianca Freedman, CEO of Edelman Canada, who describes CARAS as “an important part of our cultural fabric.”

Edelman will “help Canadians see the JUNOs beyond an iconic broadcast,” she says, reframing it as “a music discovery engine and catalyst for artists across the country.”