The scholarly literature on popular music has rarely addressed music awards shows and the role of the state with regard to popular music. In an effort to deepen what is known about both sets of issues, this article utilises the concept of a promotional state to examine Canada's Juno Awards. A promotional state employs state intervention to support domestic popular music, and the promotional state in Canada has been connected to the Junos in three ways (through Canadian content regulations, public broadcasting and government funding). The historical, political economic analysis in the article considers how the role of the promotional state has undergone changes with regard to the Juno Awards. There has been some ‘hollowing out’ of the promotional state's role since the Junos began in 1971, but the article contends that (in the interests of private capital) the role of this state has continued and even increased in some respects.