Do Pregnant Teens Buy More Award Winning Music?

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For a second (?) year in row, CARAS and CTV have sent a post Juno Awards release hyping the sales increases enjoyed by the artists who performed in the televised awards show.

Clearly, the so-called "JUNO Effect" is clearly not the same Juno effect dubbed by Time Magazine in the fall of 2008 when examining teen pregnancy in the US, in the wake of a presidential campaign and a blockbuster movie that both featured pregnant teens.

The musical Juno Effect is claiming to have created a rise in album and single sales for the artists on stage. Here are the numbers for digital single sales increases:

  • Sam Roberts – “Them Kids” - 236% gain
  • City And Colour – “Sleeping Sickness” - 230% gain
  • The Stills – “Being Here” - 189% gain
  • Nickelback – “Something In Your Mouth” - 99% gain
  • Divine Brown – “Sunglasses” - 75% gain
  • Serena Ryder – “Little Bit Of Red” - 62% gain
  • Simple Plan – “Your Love Is A Lie” - 59% gain

Much of the music and the awards that I'm interested in are given away on the Saturday night, at a non-televised event. From what I heard it was a good show this year with quick pacing and great performances. I was in Winnipeg while this show was happening in Vancouver, and I thought at the time that it would be nice to have a radio or online video feed that I could follow

In addition, this would help raise the profile of the 'craft' side of the awards. The Awards take a lot of flack from the indie rock world for trotting out Nickleback and Bryan Adams, while under-representing the burgeoning indie scene, and missing the opportunity to celebrate the diversity that the jazz and folk categories bring.

This release from CARAS/CTV trumpeting the effect of the televised show for the artists involved makes me feel even stronger that some kind of increased profile for the non-televised awards would serve the artists and the institution well.


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