Music @ Work: The story behind The Tragically Hip’s 40th Anniversary

How do you honour four decades of one of the most beloved bands while keeping the story fresh and culturally resonant? In this conversation, Jake Gold, longtime manager of The Tragically Hip, is joined by the team behind the band’s year-long 40th anniversary campaign. Together, they unpack the strategy and storytelling behind a holistic rollout that blended physical product, documentary storytelling, live activations, and fan-first experiences—bridging generations and celebrating legacy without nostalgia fatigue. A rare look at how iconic catalog can be reimagined with intention, creativity, and care.