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Mission: Possible (Once Upon a Lifetime)

by Miles Patrick Yohnke

"Do you want your tombstone to read: 'here lies the problem' or 'here lies the solution'. Each of us can do great things. We get but one life. Let's make it one where we help others. We have to become more then we are."
- Miles Patrick Yohnke

Your mission, should you choose to accept it, requires you to read on.

In this parcel you will find one letter. Its contents are of an urgent nature. Essential to this mission and the contents of this letter is the recruitment of all civilization.


Once upon a lifetime. Once upon our lifetime a positive change could occur.

If we can broadcast positive news it will create positive change.

I am a Canadian writer. I have spent a large part of my adult life in the music industry here in Canada. I have witnessed much growth in our industry and the spread of it into other markets and countries.

How this occurred in part was by the CRTC. The CRTC refers to the Canadian Radio-Television and Telecommunications Commission. The requirements that radio and television broadcasters (including cable and satellite specialty channels) must follow is that they must air a certain percentage of content that is at least partly written, produced, presented, or otherwise contributed to, by persons from Canada. It also refers to that content itself and more generally, to cultural and creative content that is Canadian in nature.

For music the requirements are referred to as the MAPL system. Following an extensive public hearing process organized by the Canadian Radio-Television and Telecommunications Commission (CRTC), the MAPL system (created by Stan Klees (whom is the co-creator of the Juno Awards) which are Canada's version of the Grammy Awards, was adopted as a way to define and identify Canadian content in pieces of music for the purpose of increasing exposure of Canadian music on Canadian radio through content regulations. These regulations governed a percentage (25%) of airplay was to be devoted to Canadian music. The percentage was increased to 30 per cent in the 1980s, and to 35 per cent since 1998.

What this did for artists and bands was that they could develop their craft in part by giving them an outlet for their product to be heard. From it they could tour (where the real money is at) our country. From this development in their craft over time, other countries would gain interest in them. Artists like Sarah McLachlan and Nickelback are a few that come to mind.

But there is far more to this. It has demonstrated that artists and musicians can make a living at home and abroad. It would spring board many acts from many genres of music such as Arcade Fire, Justin Bieber, Michael Bublé, Feist, Shania Twain, Avril Lavigne, Drake, Rush, Celine Dion, Diana Krall, Alanis Morissette, Bryan Adams and countless others. With regards to Nickelback and Sarah Mclachlan, these artists and musicians are at the forefront of their field. Selling millions and millions of recordings worldwide. Not bad for a country of just thirty-four million people!

What if we had positive news in place? Meaning that by law the broadcasters (radio, t.v., print) have to have a percentage of positive news to go along with what they do presently.

They could do a negative segment followed by a positive segment. Each city/town/community has many great people and organizations doing many great events. There are numerous positive and constructive stories one could report. Up-beat. Not beat-up.

When this occurs, people watching, listening or reading would be touched. Moved. Inspired. It would create positive effects on people and a mind shift would occur.

Then we could increase percentages. Can you imagine a world where 80 per cent or 100 per cent of the news you heard was "positive"? Can you imagine what this world would be like?

No reporting of war. No reporting of murder. No reports of bad deeds done by bad people. They wouldn't get their fifteen minutes of fame.

If they wanted attention they'd have to do something good in the world. Only then would they get reported or covered as it were.

Can you imagine a world like that?

Checkout aisles not covered with mindless crap, including gossip on Brad Pitt, Angelina Jolie, Lindsay Lohan or whomever. Nothing but positive stories.

Can you imagine a world like that? Dare to read to the end of this article.

It's possible with what we have witnessed in Canada with so many artists breaking into the U.S. market and other countries.

The first time anything new is proposed it gets labeled. And the label put on these novel things is likely to be "risky" or "strange." You're going to walk on the moon? You and Wilbur are building what? Heavier-than-air flying machines? You Wright brothers are sure gullible! Or black and white children attending the same school?

So, how do we create this change?

One can start by sharing this story with others. Post it to your facebook, blog or other social networks.

Let your local broadcasters and news outlets know your feelings. That in part, they are responsible. If they care about humanity, then they'll start to change.

It's no fairytale. Once upon our time the world could embrace and celebrate the positive. A new dawn could be created. We become our surroundings, our environment. We create things and they create us. Let's create the positive.

Please don't let this letter self-destruct in your mind in five seconds. Carry it on!

Please share this story. Let's get it started. Let each of us dare to be bigger than ourselves.

By Miles Patrick Yohnke
© 2011 All Rights Reserved.

About the Author
Globally recognized and award-nominated engineer, producer, writer, poet and founder and C.E.O. of 5 Star Productions, Miles Patrick Yohnke brings many years of experience to the music industry; including many awards in sales and marketing. If you are looking at developing your career, Yohnke offers consulting in person, by phone or via email. For more info, please contact him directly at: 306.227.6379 or email at: miles(at)


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