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Exclaim!

Exclaim! is a Canadian alternative music and entertainment magazine headquartered in Toronto, Ontario, that provides in-depth coverage of emerging artists, independent music scenes, film, comedy, and cultural events across the country. Founded in 1991 by a group of campus and community radio programmers and musicians associated with Toronto's CKLN FM, including Ian Danzig, the publication debuted its first print issue in April 1992 as a free black-and-white zine distributed locally to promote new Canadian talent. By 1994, Exclaim! had expanded nationally. It distributes over 105,000 copies monthly to more than 2,600 locations across and has maintained its status as Canada's only nationally distributed general-interest , publishing seven issues annually. James Keast joined as the first full-time editor in 1995, helping solidify its focus on underground and cutting-edge artists, such as early coverage of in 2004 and before their mainstream breakthroughs, while avoiding major commercial acts. In 2001, the magazine launched its digital platform at exclaim.ca, which as of 2025 attracts approximately 300,000 unique monthly users and generates a significant portion of its , complemented by mobile sites, integration, and live event sponsorships like national concert tours and regional showcases. As of 2025, Exclaim! continues to operate as a key authority on Canadian music, , and , with its Fall issue featuring artists like and annual lists such as the best albums of the year, emphasizing its enduring commitment to fostering independent voices in .

Overview

Founding and Early Mission

Exclaim! was established in and launched its first issue in April 1992 in by a group of campus and programmers and musicians, including Ian Danzig and co-founder Ron Anicich. Danzig, then the arts director at Ryerson University's CKLN , spearheaded the initiative as a part-time endeavor while working a day job at , drawing together like-minded individuals passionate about amplifying voices in the local music scene. The publication debuted as a free, black-and-white , initially titled “!*’#” before adopting its current name, and was distributed at and events across . Its first issue launched alongside a featuring and , setting a pattern of tying releases to live music gatherings to build grassroots engagement. This modest format emphasized accessibility, with copies handed out at over 100 locations in the city, including record stores, bars, and radio stations, targeting music fans, DJs, and emerging artists. At its core, Exclaim!'s early mission centered on delivering in-depth coverage of new across diverse genres, with a strong emphasis on and scenes that often ignored. The aimed to support overlooked Canadian talent by spotlighting lesser-known bands and fostering a platform for authentic discourse, prioritizing community-driven over commercial interests. This ethos of championing independent artists helped establish Exclaim! as a vital resource for Toronto's . Over time, it transitioned to a more structured monthly print format to sustain its growth.

Current Operations and Reach

As of 2025, Exclaim! publishes seven print issues annually, including seasonal editions such as Spring, Summer, and Fall, with a national circulation exceeding 105,000 copies distributed to over 2,600 locations across Canada. Based in Toronto, the publication operates as an independent entity dedicated to music, film, and entertainment coverage, maintaining its status as the last major standing Canadian alternative music magazine. Exclaim!'s reach extends nationally through its print distribution in urban centers and internationally via its digital platform, which provides open access to content worldwide. The outlet emphasizes Canadian perspectives, as seen in features like its "25 Best Albums of 2025 So Far" list, which highlights domestic artists including the Anishinaabe duo Ribbon Skirt. Ongoing activities include annual initiatives such as the "Class of 2025" concert series spotlighting emerging talent like , Gaijin Smash, Chinese Medicine, and Palm Sander, alongside event tie-ins with festivals and high-profile cover stories, exemplified by Tame Impala's feature in the Fall 2025 issue.

History

Inception and Expansion (1990s–2000s)

In the 1990s, Exclaim! transitioned from its origins as a local Toronto-based zine into a more established publication, expanding its distribution footprint across to include major cities such as and , while maintaining a focus on and scenes. By 1994, the magazine had reached over 2,600 distribution points nationally with a monthly circulation exceeding 100,000 copies. By the mid-1990s, the magazine had hired key editorial talent, including James Keast as editor in 1995, which helped solidify its reputation for in-depth artist interviews and coverage of emerging Canadian talent. This period also saw the founders' backgrounds in campus and influencing the content's emphasis on promotional support for new artists through reviews and features. Entering the 2000s, Exclaim! underwent significant format upgrades, evolving into a full-color monthly magazine that boosted its visibility and appeal. The publication launched associated events, including music showcases and partnerships with festivals, to complement its print coverage and foster live exposure for independent acts; these initiatives included national concert tours and regional performances for up-and-coming performers. Business developments during this era included securing funding from the Ontario Media Development Corporation (now Ontario Creates), which supported the magazine's mission to promote independent music through sustained editorial output. Reflecting on this foundational growth in its 25th anniversary coverage in 2017, Exclaim! highlighted early profiles of rising stars such as , which featured on the magazine's cover in September 2004 prior to their mainstream breakthrough, as well as . The anniversary retrospectives also emphasized long-term relationships with bands like and , underscoring the publication's role in chronicling Canada's evolution from the 1990s onward.

Challenges and Evolution (2010s–Present)

In the , Exclaim! confronted significant challenges from the rise of online media, which eroded traditional print advertising revenue across the publishing industry as digital platforms captured ad dollars and reader attention. To ensure long-term sustainability amid these pressures, the magazine reduced its print frequency from monthly to seven issues per year by , allowing it to maintain quality while adapting to a hybrid print-digital model. As of 2025, Exclaim! continues to publish seven issues annually. This shift reflected broader industry trends where independent outlets like Exclaim! prioritized financial viability without compromising its commitment to emerging and artists. Key evolutions during this period included the magazine's 30th anniversary celebration in , which underscored its enduring impact on Canadian music by spotlighting artists such as , , , and the Human Serviette, whom it had helped elevate from obscurity to prominence. The COVID-19 pandemic further accelerated adaptations, with Exclaim! ramping up online content production—including weekly playlists like "The A-List" to showcase new Canadian music—and supporting virtual events and livestreams to keep audiences connected during lockdowns. These efforts not only sustained engagement but also highlighted accessibility features, such as captioning and ASL interpretation in digital performances. By the up to 2025, Exclaim! has emphasized amplifying underground voices in the streaming-dominated era, featuring in-depth coverage of Canadian indie scenes that often get overlooked by mainstream platforms, from experimental acts to revivalists in regions like and . Despite widespread consolidations—where many competitors folded or were acquired—the publication has preserved its independence, earning the moniker of the "last Canadian standing" through a free-distribution model and refusal to chase corporate sponsorships or mainstream coverage. Strategic shifts have included an expanded focus on to attract younger audiences, such as the launch of the Exclaim! for in-depth artist conversations and Exclaim! TV on for video interviews and live performances, complementing its core print and web offerings. These initiatives position Exclaim! as a resilient, multifaceted platform dedicated to music discovery in an increasingly fragmented media landscape.

Publication Formats

Print Edition

Exclaim!'s print edition is a full-color that publishes nine issues and three specialty guides annually, each exceeding 100 pages and featuring dedicated sections for reviews, interviews, and in-depth features on trends. The publication is distributed free of charge to over 2,600 locations across , including targeted urban centers where copies are available at independent record stores, live music venues, and coffee shops to reach engaged audiences in music and culture hubs. With a circulation audited at more than 105,000 copies per issue, the magazine emphasizes accessibility and community connection through its nationwide network. The three specialty guides—Summer Music Festival Guide, Hangout Handbook, and Holiday Gift Guide—provide focused content on events, trends, and recommendations. Production occurs in , utilizing high-quality glossy paper suitable for vibrant full-color printing and occasional specialty inserts, such as comprehensive festival guides that provide event lineups, pricing, and recommendations for summer music events. These inserts enhance the tactile experience, often including pull-out sections or promotional materials tied to major cultural happenings. The edition has evolved from its origins as a zine into a polished, eco-conscious format that prioritizes sustainable printing practices where feasible. Unique to the print format are its cover stories spotlighting emerging and established artists, such as in the Summer 2025 issue, where the band discussed crafting "love songs cool" and themes of resistance, and Tame Impala's Kevin Parker in the Fall 2025 edition, exploring his influences and gear obsessions. Themed issues, like seasonal roundups of anticipated albums or film releases, further distinguish the publication by curating content around timely cultural moments, ensuring readers receive a curated, collectible snapshot of Canada's landscape.

Digital Platform

Exclaim!'s digital platform, centered on its exclaim.ca, was established in the early , with evidence of its online presence dating back to at least 2000. The site has evolved to provide daily articles on , , and , incorporating embeds such as embedded videos and curated playlists to enhance content delivery. Searchable archives of past issues are accessible through , allowing users to browse historical content digitally. Key sections of the website include dedicated areas for music news, listings, and film reviews, facilitating easy navigation for users seeking timely updates. Supporting tools such as newsletters and integration enable real-time notifications and sharing, keeping audiences engaged with breaking developments. The platform operates on a free access model supported by , ensuring broad reach without subscription barriers. It features mobile optimization for seamless reading across devices and feeds for subscribing to content updates on the go. This digital offering complements the print edition by extending access to interactive and on-demand materials. In March 2024, Exclaim! underwent a significant website upgrade to a modern platform powered by and a headless , enhancing overall performance and capabilities, particularly for Canadian-focused searches.

Content Focus

Music and Artist Coverage

Exclaim! has established itself as a leading platform for in , with a core emphasis on in-depth album reviews, artist interviews, and genre spotlights that prioritize independent and emerging acts across styles such as , , and music. The publication's reviews often delve into the artistic and cultural contexts of releases, particularly those by Canadian artists, providing critical analysis that highlights innovation and authenticity over commercial appeal. Interviews with musicians, ranging from established figures to newcomers, explore creative processes and industry challenges, fostering a direct connection between artists and audiences. Genre spotlights, such as those on Canadian 's or experimentalism, underscore underrepresented scenes and contribute to broader discussions on musical diversity. Signature features of Exclaim!'s music coverage include annual lists that celebrate standout releases and profiles that spotlight rising talent. The "Best Albums of the Year" compilations, such as the 2025 mid-year top 25, prominently feature Canadian indie and alternative acts like PUP and Great Grandpa, emphasizing national contributions to global sounds. Similarly, year-end retrospectives like the favorite Canadian music of 2024 highlight albums such as Bibi Club's Feu de garde, reinforcing Exclaim!'s role in curating influential playlists and rankings. Profiles of emerging artists appear in monthly series like "5 Emerging Canadian Artists You Need to Hear," which in September 2025 introduced acts blending and influences, and the "Class of [Year]" initiative, a series and feature set launching talents like and Amelia Maxwell in 2025. Exclaim!'s journalistic approach centers on championing underground and boundary-pushing voices, avoiding mainstream hype in favor of authentic storytelling and historical context. This is evident in long-term coverage of bands like , with features tracing their evolution from indie roots to modern collaborations since the magazine's inception in 1992. Similarly, punk icons have received ongoing attention through album critiques and live reviews, such as the 2016 analysis of First Ditch Effort, which praised their satirical edge while critiquing formulaic elements. The publication's commitment to authenticity is rooted in its editorial philosophy of elevating niche Canadian talent, as seen in genre-deep dives that connect past influences to contemporary scenes. A notable example of this coverage is the 2022 retrospective "The 30 Artists Who Defined Exclaim!'s First 30 Years," which profiled influential Canadian figures like —whose 2004 debut was an early focus—and , spotlighted for her 2012 breakthrough Visions as an "accidental pop star." This feature encapsulated three decades of advocacy for underground innovation, from Eric’s Trip's 1990s to Nardwuar's eccentric interviewing style, illustrating Exclaim!'s enduring impact on documenting Canada's musical heritage.

Film, TV, and Broader Entertainment

Exclaim! has expanded its coverage beyond music to encompass , with a particular emphasis on festival reporting and reviews of independent cinema. The publication provides in-depth coverage of major events like the (), where it highlights standout films through annual roundups of the best and worst entries. For instance, in 2025, Exclaim! reviewed TIFF selections such as No Other Choice, a exploring job market pressures and traditional masculinity, praising its outrageous humor and innovative . Other notable critiques included Mile End Kicks, described as the "Exclaim!-iest" film for its narrative about aspiring musicians in Montreal's scene, and If I Had Legs I'd Kick You, which was commended for evoking emotional depth in its character-driven story. These reviews often tie film narratives to musical elements, such as soundtracks or concert documentaries featured at the festival. In addition to festival dispatches, Exclaim! focuses on indie film reviews and director interviews that intersect with its music roots, spotlighting works where scores or themes enhance storytelling. Publications frequently feature conversations with filmmakers whose projects incorporate original music or explore artist lives, such as the 2025 International premiere of Middle Life, directed by Pavan Moondi and involving musicians from bands like and in a rom-com format. This approach underscores Exclaim!'s unique lens, blending cinematic analysis with auditory appreciation to appeal to its core audience. Exclaim!'s television coverage includes critiques of series and streaming content, often evaluating narrative innovation and cultural relevance. In 2025, the outlet reviewed Apple TV+'s Murderbot, noting its avoidance of derivative robot tropes through strong character development despite familiar sci-fi premises. Broader entertainment features extend to comedy specials and pop culture trends, such as a 2025 analysis of a Saturday Night Live episode hosted by Nikki Glaser, which lauded her and musical guest Sombr for revitalizing the show's erratic season with sharp wit and dynamic performances. Essays on intersecting media, like books adapted into visual formats or visual arts influencing TV aesthetics, appear when they align with entertainment shifts, maintaining a concise yet insightful tone. A distinctive aspect of Exclaim!'s entertainment reporting is its prioritization of Canadian productions and diverse voices, particularly Indigenous filmmakers and queer representation. Reviews highlight Indigenous-led projects, such as Wildhood (2022), directed by Mi'kmaq filmmaker Hannam, which was praised for its authentic portrayal of queer youth on a journey of self-discovery, blending tropes with grounded performances and a resonant soundtrack. Similarly, coverage of The Grizzlies (2018) critiqued its familiar white-savior elements while acknowledging its role in centering community stories through as a metaphor for resilience. This focus amplifies underrepresented narratives, often linking them to broader cultural essays on inclusivity. In 2025, Exclaim! featured content on crossovers, emphasizing music's role in scores and biopics to bridge its foundational music interests. Articles explored soundtracks in films like Erupcja, which integrated Charli XCX-inspired vibes into its experimental narrative, and streaming recommendations that highlighted musical biopics for their emotional and auditory impact. These pieces illustrate ongoing trends in storytelling, with music serving as a connective thread across visual media.

Personnel

Founders and Editorial Leadership

Exclaim! was founded in 1991 in Toronto by Ian Danzig, who has served as publisher since its inception, and Ron Anicich, the founding editor, both of whom met as radio programmers at Ryerson University's CKLN-FM community station. With backgrounds in campus and community radio, the founders aimed to create a platform for emerging music and arts coverage, drawing from the DIY ethos of zine culture prevalent in Toronto's independent scene at the time. James Keast joined as an early contributor and became editor-in-chief in 1995, succeeding Anicich, a role he held until 2020 and in which he emphasized journalistic rigor, music discovery, and building direct relationships with artists through in-depth interviews and reviews. Under Keast's leadership, Exclaim! maintained its focus on underground and Canadian talent, providing early exposure to acts like Arcade Fire and Feist, while fostering a mentorship environment for editorial staff. He oversaw key milestones, including the magazine's 25th anniversary coverage in 2017, which highlighted its evolution while preserving its independent voice. Ian Danzig has focused on the publication's business sustainability, securing grants from Ontario Creates (formerly the Ontario Media Development Corporation) through its Magazine Fund to support print expansion and digital growth, including the redesign of Exclaim.ca for web and mobile platforms. These efforts enabled a hybrid model blending nine issues and three specialty guides distributed to over 2,600 locations with a robust online presence attracting 380,000 unique monthly users, ensuring financial viability amid industry challenges. As of 2025, editorial leadership includes Alex Hudson, who oversees daily operations and content strategy; Print Magazine Editor Calum Slingerland; and Allie Gregory, all contributing to Exclaim!'s ongoing commitment to independent, artist-centered coverage without corporate influence. This team has continued Danzig's and Keast's foundational mission, adapting to digital trends while upholding the publication's role in talent discovery and cultural advocacy.

Notable Contributors

Exclaim! has benefited from the contributions of several prominent writers and personalities who helped define its distinctive voice in Canadian . , an early music columnist for the publication, conducted in-depth interviews with emerging acts, providing readers with insightful profiles of the scene during the magazine's formative years. His work at Exclaim! served as a key stepping stone in his career, leading to his current role as host of CBC Radio One's The Current. In the realm of punk and alternative scenes, Sam Sutherland emerged as a notable chronicler, authoring reports and features that captured the raw energy of Canadian bands and subcultures. Hip-hop coverage was bolstered by dedicated editors such as Del Cowie, who served in the role for over a decade and focused on spotlighting Canadian artists through reviews and interviews that highlighted their contributions to the genre. Similarly, Erin Lowers, editor from 2015 to 2020, advanced this emphasis by profiling urban and rap talents, including Toronto's rising acts, and advocating for greater recognition of diverse voices in Canadian . The publication's writers also demonstrated genre diversity through formative profiles of major artists, such as early coverage of in 2011 that explored his mysterious rise from mixtapes to mainstream potential, and a 2012 feature on portraying her as an "accidental pop star" amid her experimental breakthrough. Unique artist insights were further enriched by the Human Serviette, whose eccentric, research-driven interviews—often inspired by his own archival style—became a hallmark of Exclaim!'s engaging approach to celebrity encounters. Many of Exclaim!'s contributors have parlayed their experiences into prominent roles at larger media outlets, crediting the magazine for launching their careers; alumni like Anupa Mistry (now a freelance for The Guardian and Rolling Stone), Melody Lau, and Andrea Warner have advanced to national and international platforms, underscoring the publication's role as an incubator for Canadian talent.

Impact and Legacy

Cultural Influence

Exclaim! has played a pivotal role in elevating emerging Canadian artists, often providing early exposure that propelled their careers to national and international prominence. For instance, its coverage of in 2004, coinciding with the release of their debut album , helped ignite Montreal's renaissance and positioned the band as a global force, with later topping Exclaim!'s list of the decade's best albums. Similarly, the magazine's 2011 feature on built pre-album hype that contributed to his breakthrough, with fans later crediting it as one of his first major press outlets. The also benefited from early profiles in 2000 and 2003, which Carl Newman acknowledged as key to their initial Canadian success and trajectory. Through free digital access and ties to live events, Exclaim! has fostered scenes across , creating platforms for community engagement and discovery. Initiatives like nationwide tours, including the Spring Fling and genre-specific showcases, have connected artists and fans, amplifying local talent in cities like , , and . The publication has positioned itself as a vital voice for marginalized creators, prominently featuring artists such as in 2016—whose work aligned with an "Indigenous renaissance"—and queer Black rapper in 2020, thereby supporting , , and diverse subcultures often overlooked by mainstream outlets. Exclaim!'s emphasis on local and alternative acts has strengthened Canada's distinct music identity, countering U.S. cultural dominance by prioritizing homegrown innovation over two decades. Its 2022 30th anniversary retrospective highlighted this legacy, reflecting on 300 issues that championed boundary-pushing artists and solidified the magazine's status as a "long-running centrepiece of Canadian music media." In the streaming era of 2025, Exclaim! maintains its influence through curated features like "New Faves," which spotlight emerging talents—including Indigenous power pop from Treaty 7 and post-hardcore acts—guiding fan discovery amid algorithmic saturation.

Awards and Recognition

In 2017, the National Post highlighted Exclaim! in a feature article titled "Freedom of the press: How Exclaim! became the last Canadian music magazine still standing by giving a voice to the underground," praising its resilience as one of the few remaining print music magazines amid the shift to digital media. This coverage emphasized Exclaim!'s role in championing independent and emerging artists, solidifying its industry standing. Exclaim! has been recognized by funding organizations such as Ontario Creates for its contributions to artist development and support within the Canadian music ecosystem. This body has featured Exclaim! in success stories, noting its impact on helping artists like Arcade Fire and Feist gain broader audiences through dedicated coverage and industry partnerships. Ontario Creates specifically credited funding support that enabled Exclaim! to enhance its digital platform while maintaining print distribution. The publication has formed notable industry partnerships that reflect its influence, including its role as an Emerging Musician Program with , where it promotes Canadian talent nationwide. Additionally, Exclaim! serves as a supporting for the Prism Prize, an annual award celebrating excellence in Canadian music videos, contributing to the event's promotion and jury processes. Specific achievements include honors for its digital presence, with contributors earning recognition for specialized coverage, such as in and urban music genres through editorial features that have influenced industry discourse. In 2025, Exclaim! continues to garner acclaim for its persistence in print publishing during the digital era, as evidenced by ongoing media discussions and its selection of top albums and artists that shape cultural conversations.

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