The Regent Park School of Music (RPSM) is a non-profit, after school community music program that gives over 1,000 youths aged 3-18 a quality music education in high-risk neighborhoods in Toronto through subsidized classes, while also providing them with positive mentorship to help build their confidence and keep them out of trouble.

RPSM relies on private donations and government support to keep running, including the Ontario Music Fund (OMF). With the OMF being slashed by 50%, RPSM needed a new way to acquire money in order to keep inspiring kids through music.

In the absence of an annual media budget, our first objective was to look beyond traditional fundraising methods to create a new revenue stream. With RPSM’s public profile being low, our second objective was to create a talk-worthy idea using earned media to help raise awareness of the school and its purpose, while prompting others to give.

Our idea was to create an album of original music samples performed by the students from RPSM, and have a portion of the dividends from sales, licensing and royalties get paid back to the school. As royalties are paid out regularly for the life of the song, we were creating an entirely new, reliable revenue stream for RPSM.

Our target began as music mavens, passionate experts of music culture. Our thinking was that these audio aficionados might be moved to donate to or share our initiative if it appealed to their sensibilities and values. We hoped these music mavens would become advocates for RPSM, amplifying our message within the music community. The nature of our idea prompted us to broaden our target from music mavens to musicians themselves; musicians with an equal amount of passion for music culture who could not only become advocates, but donors.

In the absence of a paid media budget, we would partner with an influencer in the music industry and leverage their following on social media to help spread the message about our album and use earned media to garner the interest of top tier musicians and get RPSM and Parkscapes on their radar.

We approached Toronto-born, Grammy winning producer Frank Dukes to compose the 11-track album titled “Parkscapes”. He loved the idea of turning a music library into a sustainable fundraising model. Dukes was a sound choice; not only had he produced for big artists like Drake and The Weeknd, his Kingsway Music Library website was already a popular hub for musicians looking for original samples to use in their music. By making Parkscapes available where musicians were already shopping for samples, the hope was that we would get used by a legitimate artist.

Dukes spent three days in a Toronto music studio working alongside 14 students to create the album. A combination of steel pan, harp, organ, voices, strings and horns were used to create the compositions.

Given Dukes’ reach and reputation within the music industry, we launched the album from his Instagram account in June 2019 which had over 77k followers.

Dukes is followed by many influential artists who shared their love for our idea and amplified our posts organically to over 62 million followers.

When we heard that we’d been sampled, we never predicted that it would be by the biggest pop star. Taylor Swift used our composition “Summer in the South” as the basis of her song “It’s Nice to Have a Friend” on her album, Lover.

Countless news outlets, national and international, picked up the story resulting with over 130 pieces of earned media garnering over 3.49 billion impressions. DreamWorks even licensed the song for the movie “Abominable”.

RPSM now has a model providing a one-of-a-kind mentorship program, giving students the opportunity to create future libraries. But there’s no metric for giving a kid from a high-risk neighbourhood with limited resources the feeling of being on the #1 selling album in the world. That feeling is immeasurable.