Samsung and Collective Arts Tap Complex Canada to Help Shape Canada’s Next Wave of Music Talent

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Bringing together culture, creativity, and one of the most influential platforms in youth culture to expand artist discovery across Canada

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MISSISSAUGA, Ontario — Samsung Electronics Canada, in collaboration with Collective Arts, today announced a strategic partnership with Complex Canada, part of the global Complex media juggernaut and a definitive platform for youth culture. The partnership supports the continued evolution of Samsung True North Tunes, an artist-first platform built to discover and elevate emerging Canadian music talent.

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Samsung True North Tunes is designed to live at the intersection of music, art, and culture, blending expert curation, community participation, and cultural credibility. Together, Samsung Canada and Collective Arts are building a platform that not only surfaces new talent but creates meaningful opportunities for artists to connect with audiences in authentic, culture-forward ways.

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By bringing Complex Canada into the partnership, Samsung Canada and Collective Arts are aligning Samsung True North Tunes with one of the most influential voices in contemporary culture. Complex Canada has a proven track record of shaping the zeitgeist through music, style, sports, and art, and connecting emerging talent with highly engaged audiences.

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This partnership will play a key role in how Samsung True North Tunes shows up in culture, amplifying emerging artists, curating storytelling, and driving discovery among tastemakers across Canada. With Collective Arts’ longstanding commitment to supporting artists and musicians, the platform is grounded in a deep understanding of creative communities and how culture moves.

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Through the partnership, selected artists will be featured on the Samsung True North Tunes platform and gain access to curated playlists, exclusive experiences, mentorship opportunities, and national exposure. In partnership with Complex Canada, the program will also include an invite-only industry event, bringing together participating artists, media, and key voices from across the music and culture landscape to foster connection, collaboration, and visibility.

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“Samsung True North Tunes reflects our belief that technology can help unlock creativity and connect people in more meaningful ways,” said Tafari Jilany, Head of Corporate Marketing, Samsung Canada. “By creating a platform for emerging artists to share their work, we’re opening new pathways for discovery. Partnering with Collective Arts and Complex Canada brings a powerful combination of cultural insight and creative credibility, helping us continue to build and grow the platform.”

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“Complex Canada sits at the intersection of music and culture, spotlighting the artists and moments shaping what’s next,” said Natalie Milne, SVP of Content and Operations at Complex Canada and Ideon Media. “Samsung True North Tunes taps into how discovery actually happens today, driven by fans, conversation, and real cultural momentum, and puts emerging Canadian talent directly in the mix.”

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“We’re excited to share that one of the ways our partnership with Complex Canada will come to life is through a limited edition Samsung True North Tunes beer, available this summer in our Groove Hunter packs,” said Toni Shelton, VP of Brand and Strategy at Collective Arts. “It’s a way to extend the platform beyond digital and bring even more visibility to the musicians involved.”

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About Samsung True North Tunes

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Samsung True North Tunes is a national, artist-first platform inviting emerging Canadian musicians to submit original work for the opportunity to gain exposure, mentorship, and fan support through a multi-stage selection process.

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Submissions are now open until May 15, with artists progressing from a curated longlist to a public-voted shortlist and final Top 3.

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For full program details and submission information, please see the official launch announcement.

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About Samsung Electronics Canada Inc.

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Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, digital signage, smartphones, wearables, tablets, home appliances and network systems, as well as memory, system LSI and foundry. Samsung is also advancing medical imaging technologies, HVAC solutions and robotics, while creating innovative automotive and audio products through Harman. With its SmartThings ecosystem, open collaboration with partners, and integration of AI across its portfolio, Samsung delivers a seamless and intelligent connected experience.

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About Complex Canada

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Complex is the definitive platform for global youth culture and music lifestyle, seamlessly integrating content, commerce, and live experiences at scale. Through innovative storytelling across music, streetwear, style, sports, and art, Complex engages audiences in a dynamic conversation that both reflects and shapes the zeitgeist of convergence culture. In Canada, Complex is represented by Ideon Media, bringing locally relevant content and programming to Canadian audiences.

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About Collective Arts

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Collective Arts is a lifestyle beverage company founded on the belief that creativity should be part of everyday life. Since 2013, the brand has supported and featured thousands of artists and musicians from around the world, using its platform to bring art, music, and culture into everything it creates.

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