Edelman Canada has been named AOR for the Canadian Academy of Recording Arts & Sciences, the not-for-profit organization that includes the Juno Awards and Canadian Music Hall of Fame.

The mandate includes brand strategy, content development, and media relations, helping to raise brand awareness and perception for the organization, which is focused on showcasing and promoting Canadian artists and music.

“This collaboration will undoubtedly elevate the Juno Awards to new heights, amplifying our message and connecting our Canadian music community with audiences around the world,” said Allan Reid, president and CEO, CARAS/The Juno Awards and music education charity MusiCounts.

Edelman will work with other brand and agency partners to develop communications campaigns around the various initiatives and events, to help tell the story of Canadian talent and “bridge the gap between artists, their fans and viewers.”

“We’re honoured to be part of promoting such an important part of our cultural fabric, and to help Canadians see the Junos beyond an iconic broadcast, to a music discovery engine and catalyst for artists across the country,” said CEO Bianca Freedman.