The annual celebration of Atlantic Canadian music, The East Coast Music Awards, starts today, and with this year's event happening in Corner Brook, it's shining the high beams directly at the Newfoundland and Labrador music scene.

And so, it's a good opportunity to take a step back and ask local industry observers where Newfoundland and Labrador fits into the Canadian music scene these days. Canadian music in general is exploding around the world with bands like Arcade Fire and Broken Social Scene now part of the establishment, and new bands coming up behind them.

But will you hear a musician from this province playing on a radio or a podcast originating from Australia say, or Britain? And when the Canadian music industry thinks of what's up and coming, does it think of this province?

Janeatt Hogan, president of the board of directors at Musicnl, says the talent and the quality of music produced in this province has improved by leaps and bounds, especially in its professionalism.

She says a lot of musicians are following a "do it yourself" model and doing it very well - making a significant impact on international as well as national and regional scenes, and are doing it without the assistance of labels.

Hogan says new technology and the internet means musicians can look beyond geographical borders by colloborating with other artists, and allow musicians to record demos and full length CDs to the standards required by the industry.

"I know that from an internal working, as well as an from an external product, everything seems to be growing and raising the profile of our industry, our artists and our province nationally, and the goal is of course to increase it ... internationally," she says.

"We're starting to establish ourselves as well as not just Irish Traditional - while that's a huge part of our heritage - we have a huge variety of music that we can offer that a lot of people are starting to realize, and realize the quality that is there."

While the Celtic wave of the 90s has drifted away, Hogan says we've replaced it with a hugh variety of artists like Duane Andrews - a folk jazz gypsy sort of guy, the Novaks - a rock band, and Hey Rosetta! - an eclectic mix of jazz and folk and rock and, she says, they are only to name a few.

"I don't think Irish Tradition[al] is being replaced, it's being supplemented," she says.

But Hogan says advancements in technology and the resulting increased accessibility of music by the masses is a double-edge sword. While artists benefit from increased exposure, when it comes to free downloads the advantage doesn't translate when an artist is trying to make a return on his/her investment. Not enough people in power or authority are addressing the issue head on, according to Hogan.

She hopes local musicians who travel to Corner Brook take full advantage of seminars and networking opportunities offered at ECMAs.

Glen Tilley, executive producer of arts & entertainment at CBC Radio Newfoundland and Labrador, also points to Duane Andrews and Hey Rosetta! - who have toured Australia and New Zealand - as musicians who are up and coming. He advises newer bands who want to make it big to pack up their instruments, get out of town and line up a few couches to sleep on.

"I think in terms of Newfoundland acts, I think unless you're doing ... a form of music that is associated with with what we would consider Traditional Newfoundland music, you're much better off just trying to market yourself as some kind of a good music without borders type band... and it's getting music off the Island as opposed to bringing people to the Island unless you've got an event like the East Coast Music Awards which is bringing people to ... it's you're best chance to bring as many people as possible to a very concentrated event," he says.

"I think Newfoundland acts have to get off the Island, whether that takes touring support from whether it's the Musicnl people or there's the provincial government. There's federal programs, which are in a bit of flux or jeopardy, as well. But Newfoundland acts have to get off the province and get to major centres in Canada or New England. I think that's their only hope if you're seriously considering a career in the music business that will pay enough money that will make you want to stay in it."

Elling Lien, editor at St. John's indie magazine the Scope, laughs at the question of how is Newfoundland faring in the Canadian music industry these day, and asks, "Is there really a Canadian music industry? That's the big question."

"There do seem to be bands that are making it ... it's always different levels of making it. You know they can eke out a living, but that is probably is the extent of it. There haven't been any explosions of success recently for any local artists," he says.

Lien says the music industry has changed, especially in the last ten years, with the emphasis more on touring. Music companies are smaller and leaner so they're looking for specific bands that are hitting a specific market that they can make money on ... so it leaves Newfoundland in the dust a little bit, partly because touring is so expensive and a lot of the money these days is made through touring.

Asked how he describes the scene in this province these days, Lien says music is easy to access via the internet.

"There's every genre represented in every town. And St. John's, and Newfoundland in general, it's just a really vibrant music scene, so it encompasses all different genres, I imagine," he says.

Lien describes Duane Andrews and Hey Rosetta! as the great white hopes - musicians that may make it really big.

So, what do Newfoundland musicians have to do get themselves more out there?

Lien says there's a real difference between making good music and loving making good music and being able to play music and being able to promote yourself. And those two things really need to come together in order for any band to be successful.

"In Newfoundland, there are people who are able to do that, But do we do enough promotion? No, there are some really great bands here that I think everybody should know about, but they do absolutely zero promotion. They may have a Myspace page, but no one knows about them, and no one really is going to know about them," he said.