To support local Toronto bands, selling t-shirts for concerts-that-never-were

After two years of rescheduling, postponing and canceling concerts as consecutive waves of COVID-19 shut down venues, there's finally light at the end of the tunnel for live music. But for bands who depend on concerts and merch sales, there's a lot of financial catching up to do. 

To help out bands in Toronto, creative agency Juliet has produced a series of concert-that-never-was t-shirts for 11 local musicians whose shows were canceled. Each limited edition shirt was designed by an illustrator selected to match the band's vibe and features a specific date of a canceled concert. The t-shirts can be preordered from For the Love of Live for CDN 75, with shipping to follow in April. All proceeds will go to the artists.

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In its effort to support artists, Juliet is also tapping into our collective nostalgia for what could have been. COVID-19 devastated the live entertainment industry, and while concert calendars are filling up again, recovery won't be quick or easy. So there's still a need for innovative concepts that build on pandemic-time solidarity to get struggling artists, restaurants, bars and venues back on their feet.

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