Steve’s music is a full line music store (“if we don’t have it, you don’t need it”) that was founded in 1965 and has been supporting local musicians ever since, for example by participating in competitions like Emergenza. At present there are three shops in Canada which are in Montreal, Toronto and Ottawa. David Ganz, one of the General Sales Managers of Steve’s Music in Montreal, says that if they do something they do it right. This is the way Steve’s Music treats Emergenza: with professionalism and hard work and last but not least with a lot of enthusiasm. The shop’s involvement is amazing. “Everyone is working hard so that the musicians will experience that the store employees really care about helping them while they are doing ‘their thing’ ”, Dave tells me while we are talking about his personnel attending the Emergenza concerts. The employees in the shop are qualified musicians themselves and the best salesmen you could meet if you want to be sure to buy the right thing. And no less important, for a good price as well! “We like to give musicians the best value for their dollar. We know how hard it is for musicians to come up with money”. According to Dave, the Canadian scene for up and coming bands is very hot. There are lots of bands playing many different types of music. Creativity, will, and desire to play are important qualities. But these are not enough to accomplish something great. “Playing songs is the most satisfying part of the job but you also have to deal with all the hustle that goes with it. You have to learn, know, and understand the music business and industry”. In Dave’s opinion, Emergenza is a great help to young musicians in finding their way in the music business. By making the bands pay to enroll in the competition, Emergenza is teaching them that they have to take a chance, which is also a challenge. Nobody knows what will happen but the bands have to aim for the best. Emergenza is giving them the opportunity to sell themselves in the music business “where it’s hard to even get people to listen to you”. Emergenza gives you more. Even for Dave, at his level in the organization, relationships are one of the benefits. Dave says, “personally, I have a bunch of new friends in Europe”. In summary: the partnership between Steve’s Music and Emergenza is more than just business, it’s a way to keep the spirit of rock and roll alive.