“Music has always been my lens for understanding the world. It’s a universal language that transcends borders, time, and experiences, showing me how interconnected we all are. Whether it’s the protest songs of the 1960s or a pop anthem that makes you want to dance, music teaches empathy and resilience.”

Eric Alper: That … Artist and Music First

Eric Alper is a Canadian music correspondent, blogger, radio host and former director of media relations, at eOne Music Canada based in Toronto, Ontario. 6-time nominee for Publicist of the Year during Canadian Music Week, a 16-time JUNO Award winner overseeing PR campaigns, and have also been truly honoured to work with some of the biggest and most important artists of our time. Since 2016, Alper has run his own music public relations company, That Eric Alper, and is the host of @ThatEricAlper show on SiriusXM. From 1998 till 2016 Alper was the director of media relations for eOne Music Canada. He has appeared as a music correspondent on numerous Canadian television and radio networks including on CTV, CBC Radio 2 and SiriusXM. Alper has been named to Billboard and The National Post's Best on Twitter. He is a prolific and highly organised prompt tweeter on Twitter with a 2021 Billboard article reporting that he posts more than 50 prompts a day, every day.                                                (Photo: Eric Alper)

Eric Alper has been at the forefront of the Canadian entertainment industry – making the Public in Public Relations his business. His enthusiasm, encyclopedic knowledge of the past and present have made him the go-to for music in Canada. Past and present clients include Ringo Starr, Jerry Lee Lewis, Ray Charles, Barry Manilow, Bob Geldof, Pete Seeger, Jerry Garcia, Monty Python, Randy Bachman, Sinead O’Connor, Steve Miller, Dr. John, Dwight Yoakam, Downchild Blues Band, Mick Fleetwood, Third World, Tom Russell, The Guess Who, Duke Robillard, Judy Collins, Alex Chilton, The Drifters, Colin James, Kris Kristofferson, Allman Brothers, Ben E. King, Alpha Blondy, and many others.

Interview by Michael Limnios

How has music influenced your views of the world? How does music affect your mood and inspiration?

Music has always been my lens for understanding the world. It’s a universal language that transcends borders, time, and experiences, showing me how interconnected we all are. Whether it’s the protest songs of the 1960s or a pop anthem that makes you want to dance, music teaches empathy and resilience. It lifts my mood when I’m down and amplifies my inspiration when I’m motivated. It’s the driving force behind my creativity and the way I relate to others. Without music, the world would feel so much smaller and less vibrant.

As a veteran publicist, what characterizes the “That Eric Alper” philosophy? What do you think is key for a good Media & Public Relations service?

The “That Eric Alper” philosophy is about putting the artist first. It’s about celebrating what makes them unique and connecting them with audiences in a way that feels authentic and meaningful. For me, the key to great PR is storytelling—every artist has a story, and it’s my job to help tell it in a way that resonates. Transparency, passion, and building genuine relationships are essential. It’s not about selling a product; it’s about creating a narrative that makes people feel something.

”Today, music feels more immediate, but sometimes it’s missing that ritual. My hope for the future is that we continue to embrace all the ways technology can bring music to people while finding a balance that keeps the magic alive. My fear? That algorithms might overshadow artistry.” (Photo: Eric Alper,  Canadian music correspondent, blogger, radio host and publicist / ‘That Eric Alper’ logo)

What moment changed your life the most? What are some of the most important lessons you have learned from your experience in the music paths?

One life-changing moment was realizing the power of social media to connect with people directly. Suddenly, I wasn’t just working behind the scenes—I was part of the conversation. The most important lesson I’ve learned is that kindness and consistency always win. Relationships in this industry are built on trust and collaboration. Another lesson? Music isn’t just about numbers or charts; it’s about how it touches people’s lives. Stay genuine, and the rest will follow.

Why do you think the Canadian music scene continues to generate such a devoted following around the world?

Canada has a unique gift for storytelling, which shines through in our music. Artists here are grounded in authenticity, and there’s a diversity of voices—from the raw, poetic honesty of Leonard Cohen to the pop perfection of Carly Rae Jepsen. The Canadian music scene is also a community; it nurtures and celebrates its own, which creates a ripple effect worldwide. Add in our multiculturalism, and you’ve got a melting pot of sounds that resonate globally.

Which meetings and collaborations have been the most important experiences for you? What’s been the highlight of your life and career so far?

Every meeting with an artist is a gift, but working with Canadian icons like 54-40, Andy Kim, Randy Bachman, Liona Boyd and so many more and major international talents like Ray Charles, Bob Geldof, and Ringo Starr taught me so much about perseverance and passion. One highlight of my career has been helping artists I’ve admired reach new heights. Whether it’s seeing an artist land their first big feature or connect with fans in a new way, those moments are golden. Collaborating with people who share your vision is what makes this job so fulfilling.

”For me, the key to great PR is storytelling—every artist has a story, and it’s my job to help tell it in a way that resonates. Transparency, passion, and building genuine relationships are essential. It’s not about selling a product; it’s about creating a narrative that makes people feel something.” (Photo: Eric Alper)

What do you miss most nowadays from the music of the past? What are your hopes and fears for the future?

What I miss most is the anticipation—waiting for an album release, reading liner notes, and discovering something new by flipping through vinyl at a record store or reading about the album months in advance of release in Rolling Stone Magazine or Q Magazine. Today, music feels more immediate, but sometimes it’s missing that ritual. My hope for the future is that we continue to embrace all the ways technology can bring music to people while finding a balance that keeps the magic alive. My fear? That algorithms might overshadow artistry.

If you could change one thing in the musical world and it would become a reality, what would that be?

If I could change one thing, it would be ensuring that every artist gets paid fairly for their work. In an era where streaming dominates, we need to reimagine how musicians are compensated so they can sustain their craft. Music has the power to heal, unite, and inspire, and the people creating it deserve to thrive, not just survive.

Let’s take a trip with a time machine, so where would you really want to go—and what memorabilia (albums, books, etc.) would you take with you?

I’d go back to 1967 and witness the Summer of Love in San Francisco or see The Beatles record Sgt. Pepper. I’d bring a stack of vinyl, from Joni Mitchell’s Blue to Nirvana’s Nevermind, just to watch how those classics would influence a different era. Books? The Rolling Stone History of Rock & Roll would be a must—imagine reading that alongside the people who were living it.

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(Photo: Eric Alper)