Junos' tune has changed from modest beginnings

 

The origin of Canada's annual Juno Awards was a 4-by-9-inch ballot that appeared in the Dec. 7, 1964, issue of the Canadian music trade publication RPM Weekly.

 
 
 
 
 

The origin of Canada's annual Juno Awards was a 4-by-9-inch ballot that appeared in the Dec. 7, 1964, issue of the Canadian music trade publication RPM Weekly.

It asked the periodical's subscribers "to help RPM pick our year-end notable Canadian artists and industry figures" for a poll called the RPM Gold Leaf Awards.

Topping the poll were Terry Black named as top male singer; Shirley Matthews as top female singer; and Ottawa's Esquires named the top group of the year. Also named were the late Gary Buck as top country male singer; and Vancouver's Pat Hervey as top female country singer.

The awards were the brainchild of RPM Weekly publisher Walt Grealis, a former record company executive, and Toronto record producer Stan Klees who was also the publication's special projects director.

The results were published later that month. The RPM Gold Leaf Awards went on to become an annual feature of the magazine. But there was no formal ceremony, or even actual awards to be presented to winners.

This would change.

The first RPM Gold Leaf Awards held in public were presented to the winners of the December 1969 poll at a reception in Toronto at the St. Lawrence Hall in February 1970. It was Klees who designed the 18-inch metronome-shaped wooden trophy made of solid walnut.

As Grealis later related, "We hired a catering firm and invited about 125 people. We didn't realize that we needed good security at the door and by seven o'clock, 250 people arrived. The food lasted about 20 minutes and then we closed the bar before the liquor ran out."

The first presenter was George Offer, president of Apex Records, who introduced the top female country singer award winner Diane Leigh. As the band played her current hit, I'm A One-Man Woman, Leigh needed a few moments to regain her composure after coming onstage.

In the '60s, American and British teenagers might have been accustomed to their music artists becoming international figures, but there weren't equivalents of Elvis Presley, Cliff Richards or the Beatles in Canada.

Still, there were Canadians who were bona fide stars -- singers Bobby Curtola, Catherine McKinnon, Pat Hervey, Debbie Lori Kaye, and Terry Black -- but mostly on a regional basis.

At the same time, the popularity of the Guess Who, Gordon Lightfoot and Anne Murray in the late '60s became a barometer that the Canadian music industry was changing.

Today, many music industry figures credit the growth of Canadian popular music in the coming years to the introduction of federal government legislation in 1971 that required commercial AM radio stations to play at least 30 per cent Canadian music during the broadcast day.

The immediate result of the regulations was greater exposure and popularity of Canadian talent, and recordings by Canadians including Bachman Turner Overdrive, Rush, Five Man Electrical Band, April Wine, Chilliwack, Lighthouse, Max Webster, Triumph and Trooper.

The regulations also led to a name change for the RPM Gold Leaf Awards. RPM Weekly held a contest in May, 1970 to name the trophies. The winning entry suggested that they be named the Juneau to honour then CRTC chairman Pierre Juneau. The name was shortened to Juno"

At the first Juno Awards ceremony in February 1971, Juneau was presented with an award that named him the Music Industry Man of the Year. Newcomer Anne Murray was named top female singer; Gordon Lightfoot was named top male singer; and the Guess Who walked away with the top group honours.

As the Junos developed and became more prominent in the early 1970s, conflict arose between Grealis and the Canadian Recording Industry Association (CRIA) that represented all of the major labels over the issue of putting the Junos on television.

"Record companies felt it was important to have national awards and that they be on television," said Brian Robertson, former president of the Canadian Recording Industry Association.

"We didn't think (the awards show) was ready for television, because Canada didn't have a star system in place," Grealis said at the time.

The conflict eventually led to the formation of another Canadian music industry organization, Maple Music Inc. (soon re-named the Canadian Music Awards Association) in 1974, consisting of major labels and key artist managers. It immediately announced a rival award show, the Maple Music Awards.

However, Grealis made concessions so the Canadian Music Awards Association wouldn't follow through with its plans for an alternative ceremony. First and foremost, he agreed to let the Junos be on television. He also agreed to establish some sales-based awards as well as awards for international artists.

The Canadian Music Awards Association administered the 1975 Juno Awards in co-operation with Grealis, who secured a deal with the CBC to televise the show.

After the 1975 ceremony, hosted by Paul Anka and held at the Queen Elizabeth Theatre in Toronto, the CMAA transformed itself into the Canadian Academy of Recording Arts and Sciences (CARAS). CARAS members, rather than subscribers to RPM Weekly, would now decide on the award winners. With the formation of CARAS, Grealis was virtually shut out of the awards he had created.

In 1984, CARAS negotiated the name and the rights of the awards show from Grealis.

Until the mid-'80s, CBC-TV had tight control over in-house television production of the Junos. Its first telecast in 1975 was an hour-long pre-taped show.

The 1976 Junos was a live 90-minute special. A decade later, CARAS shifted the Junos from being an in-house production by the CBC to being handled by an independent production company.

CTV took over the presentation of the show in 2002.

In 1995, the Juno Awards show was moved for several years from Toronto to Hamilton. It was only the second time in the show's history that it had been away from Toronto. The move was prompted by last-minute labour bickering with stagehand unions in Toronto.

Since 2002, several public entertainment events now accompany the Junos, including JunoFest, which kicked off last night. The awards are held over two nights. The non-televised Juno Gala Dinner and Awards Ceremony takes place tonight, preceding Sunday's big televised Juno Awards.

After being so wildly successful in St. John's, Newfoundland and Labrador, in 2002, organizers figured the annual Juno event could become a permanent road show. It had become almost cost-prohibitive holding the event in Toronto because, unlike in other regions, local and provincial government there would not subsidize the event.

So the Junos hit the road to Ottawa, Edmonton, Halifax, Saskatoon and now, Calgary.

Larry Leblanc is a veteran Canadian music journalist who has covered nearly every Juno Awards since its inception.

 
 
 
 
 
 
 
 

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