A Juno award winner and Grammy-nominated artist, who has recently opened up about facing challenges in selling tickets for his upcoming tour, has sparked a broader dialogue regarding the current state of Canada's music industry. In a candid TikTok video, he expressed his embarrassment, stating, "If I don’t sell twenty or so thousand tickets to my tour in the next 48 hours, it’s going to be canceled."
The 32-year-old artist's honesty has resonated with many, resulting in over 1.3 million views on his TikTok post. In an interview with CityNews, he emphasized the importance of sincerity over ego, revealing that sharing his struggles was an opportunity to connect with his fans and encourage them to purchase tickets in advance to ensure the show's success.
In addition to his personal struggle, the artist is advocating for smaller musicians who typically perform in mid-sized venues. Many of these venues have closed in Toronto over the last few years, limiting opportunities for emerging artists. Music expert and YouTuber Alex Brewda provided insight into the changing behaviors of concert-goers, noting that fans are now more hesitant to spend money on tickets due to rising prices for major artists.
Brewda pointed out that smaller venues often offer tickets priced around five to ten dollars, making it easier for fans to justify those expenses. In contrast, tickets for mid-sized shows can climb into the hundred-dollar range, leading potential attendees to prioritize big-ticket concerts featuring major artists like Coldplay or Taylor Swift. This shift in spending habits has affected artists looking to fill their own venues.
Additionally, Brewda mentioned the trend of fans purchasing tickets last-minute, which Saxe addressed in his video. He expressed concern that waiting until the week or night of the show might not work in his favor, as there could be no show left to buy tickets for by that time. The urgency of his message underscores the precarious situation many artists find themselves in regarding ticket sales and concert viability.
Saxe articulated the broader implications of this trend, stressing that supporting only the most famous musicians financially may negatively affect the overall art landscape. He warned that if a sustainable career in music can only be achieved through widespread fame, then artists may be less willing to take creative risks, stifling innovation in the industry.
He urged concert-goers to make conscious choices when selecting which artists to support, stating, "If you have 10 artists that are your favorite artists and you’re deciding which tickets to buy, buy tickets for the ones that are playing the smallest venues."
If ticket sales improve and his "Make Yourself at Home" tour proceeds, Saxe is scheduled to perform at the iconic Massey Hall on October 1, 2025. He shared his excitement about the opportunity, revealing that playing at this legendary venue has been a dream of his since childhood.
