“In cities such as Toronto, Montreal and Vancouver, a growing number of concerts are popping up that are either free or dirt-cheap for fans. The catch? They’re sponsored by the likes of Mountain Dew, Red Bull or Converse. Corporate sponsorship has infiltrated almost every corner of music culture, from mega-sized festivals such as South by Southwest and venues such as the Molson Canadian Amphitheatre to the Polaris Music Prize. Riding this success, companies are increasingly seizing the chance to run shows of their own.”