September 2, 2025 Submissions
General Expert Panel comments
Comments made by the panel during its assessment of applications submitted to the September 2, 2025 deadline are outlined below. Please note that these comments provide a summary of the panel's assessment and do not necessarily relate to every application submitted to this deadline. The panel does not provide individual comments.
Project description
- The panel recommends starting early in your project description what your activities are and what you are seeking funding for.
- The panel appreciated proposals that were genuinely written and did not rely on AI for content.
- The panel showed support for applications that were well written, provided clear project viability, and had detailed budgets and strong supporting material.
- Always answer the WHO, WHAT, WHY, WHEN, WHERE with specificity (i.e., names, definitions, justifications, dates, and locations).
- The panel favoured applications where there was strong details and no unanswered questions.
- For all types of activities, the panel recommends project dates and timelines are consistent throughout documents.
- The panel recommends accessing AFA resources when writing and preparing an application.
- Marketing: Supporting documentation should outline the marketing plan with clear and relevant goals. Focus on how you will achieve those goals, why it is the right time for this project, and how this will benefit the trajectory of your career.
- Clearly specify other expected funds, grants, revenues and support you plan to receive and if these are guaranteed or pending.
- The panel appreciated applicants that demonstrated an understanding of their target audience.
- For applications requesting tour support, the panel preferred projects with at least one confirmed tour date(s).
- For applications requesting digital ad support, the panel preferred applications that demonstrated an ability to undertake digital campaigns themselves of those who partnered with experienced individuals/companies that have successfully undertaken digital campaigns, and include realistic budgets.
- Training: The panel supported applicants who demonstrated a clear vision with realistic goals and expected outcomes for their future post education.
- The panel encouraged applicants to not only explain the program and scope of study, but to also explain how this program will impact the artist's career trajectory and how they plan to use their skills and training post education.
- Support was also shown for training which would develop new knowledge that could potentially benefit the applicant's community.
- Art Production: The panel favoured applications that illustrated the project would have a lasting effect beyond project's completion.
- The panel encourages applicants to consider and clearly explain their goals and how the project will influence their career. Why is this the right time to be doing the project?
- Applications with clear timelines and logistics were favoured by the panel. Along with explaining the project, applicants are encouraged to include specifics such as who will be recording the project, the full production schedule, expected release dates, distribution methods, and other key dates. Break this down and show how the project is being set up for success.
- If the project is planned to take place outside of Alberta, or involve contributors from outside the province, address how the opportunity will benefit the artist's career.
Budget
- Consider elaborating on plans to complete the project if pending funds do not come through. The panel showed support for applicants they felt were motivated to seek alternative resources should pending funds not be awarded and projects that would have a successful outcome.
- For all types of activities, the panel favoured projects that showed thoughtful use of budget resources with specific, measurable, and achievable goals.
- The panel recommends project details to be in the written support documents, not in the budget form’s comment boxes.
- For recording projects, the panel favoured applications that provided details on producers, session musicians, etc., and particularly why a producer was chosen.
- Expenses that include direct quotes from the contracted source(s) boosts confidence in the project’s budget.
- Be clear about how you plan to use the funds within your budget, with specific timelines and expected cultural, artistic, and/or financial return on investment. Avoid vague budget expenses.
- Detailed budget breakdowns are strongly encouraged. This includes any expected revenue, pending funding, and personal contributions.
- The panel appreciated applications that specifically stated how AFA funds were to be used.
- Applicants requesting funding for subsistence should provide clear details on monthly expenses (accommodations or rent, daily food allowance, local transportation and childcare, when applicable).
- Be specific and transparent. It is helpful to explain what parts of your plan will require subsistence and explanation on how funds will be allocated during this process.
- Only apply for the portion of these costs which accurately cover the amount of time spent working on the project.
- An accurate and thoughtful reasoning for an applicant not financially contributing to a project would be beneficial.
Support materials
- The panel recommends CVs focus on artistic accomplishments.
- Letters of recommendation are encouraged. It is best to include these letters from industry contacts, rather than personal contacts.
- Letters that were genuinely written by the supporter were favoured.
- Letters of confirmation from your team members are appreciated.
- Panel members encourage applicants to provide high quality recording and ensure instruments and vocals are in tune. It’s recommended to label your audio is either ‘demos’ or ‘final’ and whether or not it’s already released.
- Include bios of the team you are assembling for the project.
- Links should be working and accessible for the panel; avoid expiring links.
- The panel preferred PDFs over Word documents and direct MP3s over links. Also, it's helpful to include your name on all documents and audio files.