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Experienced a varied career a booking agent, artist manager, tour manager, marketing, public relations, consulting, special events, radio tracking, production and producer of film/TV and live events.

Smale was President of Joanne Smale Productions Ltd.; Toronto-based production, promotion and publicity companies for international, national and regional events.  Moreover, she was owner of Joanne Smale Booking Agency, that looked after live, musical engagements across Canada.

She sat on the National Board of Directors for the Academy of Canadian Cinema and Television, the Canadian Independent Recording Producers Association – CIRPA (former Vice President for several years), Metronome and the World of Comedy International Film Festival. She was involved with Canadian Women in Radio and Television (CWRT/CWC, founding-board member), Toronto Women in Film and Television (TWIFT/WIFT), Canadian Showcasing Internationally (CSI), Toronto Entertainment District Association (TEDA), the Canadian Independent Film Caucus (CIFC), the International Federation of Festival Organizations (FIDOF) and VideoFact.

Smale has received six gold and two platinum albums for her work with Rough Trade, Murray McLauchlan, and Bruce Cockburn, a platinum album for her contribution to Oh What A Feeling – A Vital Collection of Canadian Music by CARAS, a platinum album for her work on The World Wrestling Federation’s album, WWF – The Music Volume 4, and she won the Canadian Music Week award for Best Independent Publicist in 2000.”

One of her last undertakings was Planet3 Communications Ltd,

The company was a Canadian based event-management; production, promotion and publicity firm, working with a wide spectrum of international, national and local clients. For over 30 years, we have specialized in the entertainment and special event industries, continuously strengthening our resources and network for live event production and client profile enhancement. Although many projects were arts and culture driven, Planet3 was proud in direct involvement with global and regional social concerns; diversity in the arts, cultural and entertainment industries was evident within the clientele roster. 

We were involved with the Canadian Academy of Recording Arts and Sciences (CARAS) and the Juno Awards since the mid-eighties, Canadian Music Week, NXNE,  in addition, co-launching the Governor General Awards in Visual Arts – the year Alanis Obomsawin was inducted. Innovative and cutting edge, Planet3 was significant in launching new industries and concepts within the Canadian cultural blueprint: Ticketfly – Canada, Sirius Satellite Radio, Eagle Rock Entertainment Canada, Yonge & Dundas Square/Toronto, National Film Board’s Mediatheque, Bell Sympatico-MSN’s MusicMatch and the Canadian Walk of Fame, to name a few.

Since working with the Toronto International Film Festival in the late 90’s, we had launched many award-winning world film premieres at the Festival. Planet3 has produced full festival publicity campaigns for events such as Hot Docs, imagineNATIVE, ReelWorld, Rendezvous with Madness and Spinning Wheel festivals.

Our strong relationship with the media over the years was demonstrated through their involvement in launching eye Weekly (the Grid), the Toronto Star’s section ‘What’s On’ and the Women’s Television Network (WTN), as well as an affiliation with CHART Communications Inc., NOW magazine and CBC Country Canada.

We worked closely within the music industry for such clients as Sina Bathaie, Bruce Cockburn, Canadian Music Café (TIFF), Vern Cheechoo, Murray McLauchlan, True North Records, Putumayo Records, Jeff Healey, Lorraine Segato and the Canadian Aboriginal Music Awards. Other projects have also included the Women’s Snooker Association of Canada, World Wrestling Federation plus various renowned clubs and eateries such as The Horseshoe Tavern, The Guvernment, El Mocambo and the Senator restaurant.

Planet3’s work with both the local and global communities, have included Workman Arts: The Maze, Freeing The Human Spirit: Jeremy Irons and Kate McGarrigle, Perpetual Peace Project, Sistering: Funny Girls and Dynamic Divas, Cabbagetown BIA Arts Festival, Tangled Arts Festival, the Canadian Landmine Foundation, Eco Lodge (Moose Factory), Lake Ontario Waterkeepers and Indigenous 150+. We have also been instrumental in the success of Power: the film with Robert Kennedy Jr., Ecofest, Rally Against Apartheid/Nelson Mandela, WOMAD, Tears Are Not Enough, Concert for Casey House (an AIDS hospice program) and many national literacy campaigns.