Project WILD was part of a seven year, $4.9 million Canadian content development program financed by the Jim Pattison Broadcast Group as part of their over and above licensing commitment to the CRTC. Alberta Music Industry Association in partnership with WILD 95.3 created the artist development components of Project WILD and administered the program for seven years. The program is a shining example of what is possible when radio broadcasters and music industry work together to enhance the careers of local emerging artists. For the first two years in Alberta the program had been known as the PEAK Performance Project, which also ran as a program in BC for seven years.

Project WILD was a professional development program designed to educate, promote, develop and launch the careers of some of Alberta’s up and coming country and roots artists. Each year twelve Albertan artists were selected and awarded a $5,000 Development award and got to participate in an intense, one week, career changing music and music industry boot camp, where they were pushed to the very limit of what they could achieve as artists. Near the end of the program Top 3 artists were selected by the Project WILD committee to perform a finale concert where the order of the Top 3 was announced. The Top 3 artists received significant funds to enhance their careers. The winner received $100,953, second place received $75,000 and the third $50,000.

The most striking aspect of Project WILD was the realization of how much musicians and artists manage can do with a relatively modest amount of money. Even the $100,953 top prize might seem a paltry amount in relation to funding for Canadian film or television production. In the independent music scene however, it can mean artists can take that major next step - record a new album, produce quality videos, embark on a promotional tour, and more.

Over seven years Project WILD injected more than $300,000 in prize winnings per year into the local music scene ripples through the industry in Alberta, from recording studios to equipment makers, video producers to talent managers and booking agents. Project WILD required that all money awarded should be spent in the local industry in Alberta, but there was still a certain level of flexibility.

On top of the prize winnings, Project WILD also supported local venues and helped train students at Nimbus School of Recording Arts, who acted as a trainees on the concerts series and finale. The artists also learned how to write funding applications and met key executives from national Canadian agencies, such as SOCAN and FACTOR, which helped to enhance their success rates in applying for funding.

Additionally, Project WILD provided much needed funding for Alberta Music, as the organizing agency of the program. Project WILD provided stability for the industry association.