Executive Summary
YYC ComeUp is a Calgary-based music discovery and artist platform that showcases emerging talent across Alberta and Western Canada. Through digital playlists, content creation, and storytelling, YYC ComeUp bridges the gap between underground music culture and mainstream audiences.
Our mission is simple: to elevate Western Canadian music by giving artists visibility, creative support, and a platform to connect with fans.
Vision & Mission
Vision:
To become Western Canada's leading grassroots music discovery brand while connecting artists, listeners, and culture.
Mission:
To grow a strong community-driven ecosystem through digital content, playlists, and artist features that celebrate and promote local talent.
Audience & Market
Primary Audience:
- Emerging and independent artists in Calgary & Alberta
- Music fans seeking new local sounds
- Creatives and event organizers in the Western Canadian music scene
Secondary Audience:
- Industry professionals (A&Rs, producers, promoters)
- Local brands and studios looking for collaboration opportunities
Market Opportunity:
Creating a major opportunity for YYC ComeUp to become the hub of discovery for Western Canadian music.
Brand Pillars
Discovery
Spotlighting hidden talent.
Community
Building artist-to-artist and artist-to-fan connections.
Authenticity
Showcasing raw, real, and creative stories from the West.
Growth
Helping artists build visibility and confidence.