SCENE + Universal Music Canada Announce New Partnership


The brand partnership, ‘SCENE Music’ will deliver exclusive music content to Canadians¬†commencing with a live-streamed event in¬†Toronto¬†this summer


TORONTO,¬†Aug. 17, 2020¬†/CNW/ – Today,¬†SCENE,¬†Canada’s¬†#1 Entertainment Loyalty Program, announced its¬†new¬†partnership with music label,¬†Universal Music Canada, to showcase top artists and emerging performers through interactive programming. Starting with a livestream music event on¬†August 26, the new initiative will introduce and feature a variety of artists and offer SCENE members exclusive content, socially distanced fan experiences and live events.


The inaugural SCENE Music event will be livestreamed from¬†The Rec Room¬†Toronto¬†on¬†August 26,¬†8:00 PM ET¬†for SCENE members across the country to join in. This will be The Rec Room¬†Toronto‘s first live event since closing its doors due to COVID-19 earlier this year, and marks the venue opening for safe music experiences in the coming months.

Headlining the event is JUNO Award-winning,¬†Toronto-based rock band¬†The Beaches, who have been making waves since their 2018 JUNO award win for Breakthrough Group of the Year. Along with performing at a number of¬†North America’s¬†biggest music festivals, including Osheaga, Festival d’√©t√© de Qu√©bec and Austin City Limits, and opening for the likes of The Rolling Stones, Foo Fighters and¬†Alanis Morrissette, The Beaches headlined their own highly successful The Professional Tour earlier this year, which culminated in three sold-out shows at The Danforth Music Hall in¬†Toronto. The Beaches will perform live at The Rec Room¬†Toronto¬†along with JUNO-nominated alternative pop group and Universal Music Canada band¬†Valley, who have garnered over 60 million global streams and spent 2019 touring¬†North America¬†as support for Lennon Stella and The Band Camino on sold out tours. Additionally, singer-songwriter¬†Soran¬†from Montr√©al will grace the stage virtually with his blend of dance music, reggae, funk and soul.

The event will be in support of Boys and Girls Clubs of Canada, where over the last month nearly $210,000 in donations from SCENE will provide kids across the country with unforgettable experiences to enjoy with their friends and families. The impact of these donations will be celebrated in a livestreamed segment during the SCENE Music event. Fans can tune into the music event through and get close to the action by participating in digital games and polls.

“We’re excited to partner with Universal Music Canada on this new endeavour,”¬†said¬†Matthew Seagrim,¬†Managing Director, SCENE GP.¬†As¬†Canada’s¬†top entertainment loyalty program, SCENE is committed to bringing unique and exciting experiences to our members. This new partnership will help foster the discovery of new artists and ultimately bring people together again through intimate concerts and exclusive content.”

“We’re looking forward to this partnership with SCENE to bring some of our exciting Universal Music Canada artists into the homes of music lovers across¬†Canada,”¬†added¬†Kristen Burke, EVP and General Manager of Universal Music Canada. “The Beaches, Valley and Soran all know how to put on a show and are the perfect artists to kick-off this new music program.”

Tune in on¬†Wednesday, August 26¬†at¬†8:00 PM ET¬†on¬†¬†and dance along to hit songs and new singles, right from home! It is time to show that we’re better together, even if we’re apart. Members can use the hashtag #BetterTogether or visit SCENE’s social channels on Facebook (, Twitter (@SCENECard) and Instagram (@SCENECard) to show how they are reconnecting with the people who matter most.