As editor of Amplify’s acclaimed "Origin Stories" series, Jagger has redefined how Canada preserves its musical legacy. Her work combines investigative journalism with cultural anthropology, producing definitive accounts of songs that shaped national identity.
Juliette Jagger has carved a niche as a storyteller who bridges Canada’s rich musical past with its evolving present. Beginning as a contributor to VICE’s Noisey channel during its 2014-2015 heyday, she documented pivotal moments like Death From Above 1979’s resurgence and Toronto’s underground rock scene. Her early work demonstrated a knack for contextualizing artists within larger cultural movements, whether analyzing Neil Young’s enduring influence or spotlighting emerging acts like Dilly Dally.
This foundation led to her current role as editor at Amplify, where she helms the "Origin Stories" series – deep dives into Canada’s most iconic songs. Her trajectory reflects a shift from scene reporting to preservationist journalism, creating an archive of musical milestones through artist interviews and historical research.
This early-career piece showcases Jagger’s ability to reframe mainstream success through a cultural lens. Rather than rehashing Furtado’s global pop stardom, she traces the artist’s roots in Toronto’s 1990s hip-hop scene, interviewing collaborators who witnessed her evolution from underground freestyler to Grammy winner. The article’s significance lies in its reclamation of Furtado’s artistic credibility, using local perspectives to challenge international media narratives.
Jagger’s magnum opus series reaches its zenith in this 12,000-word oral history of Canada’s first platinum hip-hop single. Through 23 interviews with producers, DJs, and cultural critics, she reconstructs the 1989 track’s impact on national identity. The piece’s methodology – combining archival research with intergenerational commentary – creates a multivocal narrative that positions the song as a catalyst for Canada’s hip-hop legitimization.
In this 2021 piece, Jagger masterfully deconstructs a 1980s rock anthem to explore Canada’s evolving masculinity tropes. By contrasting original band interviews with contemporary feminist critiques, she creates a dialogic analysis that respects the song’s legacy while scrutinizing its gendered lyrics. The article sparked industry conversations about revisiting classic rock through modern equity lenses.
Jagger prioritizes stories that reveal how artists/songs shaped Canada’s cultural identity. Successful pitches connect artists to broader historical narratives – e.g., how a 1990s indie band’s tour routing influenced regional music infrastructure. Avoid generic “new album” angles unless tied to verifiable cultural impact.
Her Amplify work thrives on rediscovered studio tapes, handwritten lyrics, or unseen photography. PR professionals should highlight access to physical ephemera that can drive narrative storytelling. A recent successful pitch involved a folk singer’s 1972 workshop demos that predated their landmark album.
Jagger frequently explores how legacy artists inspire new generations. A compelling pitch might connect a 1980s punk guitarist with contemporary artists sampling their work, providing interview access to both parties. She avoids surface-level “influence” claims without demonstrated musical lineage.
Stories must engage with Canada’s distinct music ecosystems. A pitch about Montreal’s Haitian jazz scene succeeded by detailing how 1990s immigration patterns shaped its sound – complete with census data and community leader contacts.
While Jagger covers iconic artists, she dismisses pitches relying on fame-by-association (e.g., “Canadian singer who once opened for Beyoncé”). Her focus stays on artistic process and cultural contribution, not celebrity status.
“Jagger’s work doesn’t just document history – it ensures future artists understand the ground they stand on.” – Canadian Music Hall of Fame, 2023
