On August 29th, HoneyJam will hold its annual showcase adding to its incredible roster of artists who include the likes of Nelly Furtardo, Haviah Mighty, Lu Kala and more.

Toronto is gearing up for an electrifying evening with HoneyJam, a showcase that has become a cornerstone of female empowerment in Canadian music. Founded in 1995 by Ebonnie Rowe, HoneyJam began as a spontaneous celebration, but has since grown into an artist collective that empowers, coaches and develops women in the industry. As the next showcase approaches on August 29th, we met with Rowe and two showcasing artists to get a behind the scenes look at the history of HoneyJam, its purpose, and what attendees can expect from Thursday’s performances.
The Genesis of HoneyJam
The inception of HoneyJam was anything but conventional. Rowe was initially driven by a desire to address the pervasive misogyny she witnessed. Her journey began with an issue of Mic Check magazine, where she highlighted the troubling portrayals of women in music.
“I was concerned about the misogyny, in the industry and particularly in certain lyrics.” Rowe recalls. “So I edited an all-female issue of an entertainment magazine to discuss these issues and then we had a wrap party. And everyone was like, ‘when's the next one?’ So I thought, ‘Let me just try this for a year,’ and here we are 29 years later.”

The initial focus of HoneyJam was on hip-hop, providing a platform for women in a genre that was predominantly male-dominated. The showcase aimed to create a space where female artists could perform with confidence and receive the respect they deserved. Looking back, Rowe reflects on the joy and exhilaration of artists who were finally given a stage to express their talents. “It was a place where women who were breakdancers, rappers, and DJs could step out of the shadows of a male-dominated industry and shine,” Rowe explains.
The Impact of Sisterhood
At the heart of HoneyJam’s mission lies a deep commitment to fostering sisterhood among female artists. Unlike traditional competitions that often pit artists against each other, HoneyJam emphasizes collaboration and mutual support. This approach has created a unique environment where artists form lifelong bonds and uplift each other.
Rowe describes this sense of sisterhood as integral to HoneyJam’s success. “[A lot of our artists] talk about [the sisterhood] as meaning almost more to them than anything, because it's like a lifelong sorority that never ends. You will always have that support. And that's one of the reasons it was important for us to not be a competition.”

HoneyJam artists often speak about the profound impact this supportive environment has had on their careers and personal growth. After being contacted by a fellow Toronto-based Black alt/folk musician who urged them to audition for the collective, Earth 2 Tiffany (@earth2tiffany), one of 2024’s showcase artists, says they have found connection, representation and support to grow. “The people that I've met within the program have been very helpful and a good presence in my career. Everybody has so much insight for me as an artist and just as a person…[they’re all] talented and inspiring for me.”

Showcase artist Elisha (@elishasound), echoes this sentiment, sharing how the network of support provided by HoneyJam has been invaluable. “Honey Jam has been really supportive. They've helped develop a community where I can meet other artists, other creatives and people who can help me in my career and guide me. A lot of mentors that I've met have contributed to what is going to be a beautiful journey leading up to 29th.”
Adapting to a Changing Industry
The music industry has evolved dramatically since HoneyJam’s inception. The rise of digital technology, social media, and new revenue streams like voice royalties and AI has reshaped the landscape for artists. HoneyJam has adapted to these changes by continually updating its programming to address current industry trends and challenges.

Rowe highlights the significant advancements and how HoneyJam has responded. “In the early days, artists had to rely on VHS tapes to promote themselves. Now, everything is digital, and artists have access to tools that were once unimaginable. We focus on equipping artists with knowledge about industry basics like publishing, management, and performance, and also introduce them to new concepts like AI and voice royalties.”

By providing panels, mentorship, and educational resources, HoneyJam helps emerging artists navigate the complexities of the modern music industry. Rowe likens this support to a comprehensive educational experience. “It’s like going to school for music. We cover the fundamentals and also adapt to new developments to ensure our artists are well-prepared.”
What to Expect at the August 29th Showcase
The HoneyJam showcase is a highly anticipated event that promises to be a celebration of female artistry and empowerment. This year’s event, set for August 29th, will feature a diverse array of performances from emerging artists across Canada. Attendees can look forward to a dynamic lineup of live music, supported by an enthusiastic and supportive audience.
Rowe is excited about the showcase and the special elements planned for this year. “You can always expect amazing live performances and a fantastic group of musicians. The energy is always positive, and the audience is incredibly supportive. This year, we’re adding some exciting tributes and features, including a tribute to Beyonce’s Cowboy Carter and a special dedication to victims of violence around the world.”
The showcase will also feature a tribute to Sarah McLachlan, who is being inducted into the Canadian Songwriters Hall of Fame. A performance of her iconic song “Angel” will honour victims of violence and celebrate McLachlan’s contributions to music.
Additionally, HoneyJam is welcoming two prominent DJs—DJ Mel Boogie, a long-time supporter of the event, and DJ Kila Kells, making her HoneyJam debut. “DJ Mel Boogie has been with us almost every year, and we’re thrilled to have DJ Kila Kells join the HoneyJam family,” Rowe says.

The Future of HoneyJam
As HoneyJam approaches its 30th year, the collective remains as dedicated as ever to its mission of empowering female artists. Rowe’s vision for the future includes continuing to adapt to industry changes, expanding the reach of HoneyJam, and strengthening the bonds of sisterhood among artists.
“Our commitment to supporting women in music hasn’t wavered,” Rowe affirms.
“We’re always looking for ways to innovate and improve, but the core of what we do—supporting and uplifting female artists—remains unchanged.”
The upcoming showcase on August 29th is more than just an event; it’s a testament to the enduring impact of HoneyJam. For fans and artists alike, it’s an opportunity to celebrate the power of sisterhood, the evolution of the music industry, and the incredible talent of women across Canada.

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