The Soundwaves Story

Canadian kids don’t have enough access to music outside of the classroom. And the after school programs that do exist severely lack in funding, instruments and equipment. SiriusXM and MusiCounts are trying to right this wrong and give all Canadian kids the gift of music. To raise awareness for their new joint community fund, Soundwaves, we tapped Toronto icon Kardinal Offishall to help us open a brand new music store in downtown Toronto. With store hours only operating after school was out, we surprised any and all young patrons with our unbelievable prices. For the low low price of $0.00 we gave away free instruments to anyone under the age of 18. Here’s hoping the next Drake, Avril, or Weeknd walked through our doors that day.