Music is powerful, emotional and, at its best, it can bring people together. This is perfectly demonstrated by the beloved Canadian music ensemble Choir! Choir! Choir!. Several of the choir’s videos on YouTube, which boast over 83 million views and counting, include guest appearances by renowned artists Rufus Wainwright, Rick Astley, Patti Smith and even Kermit the Frog. 

Their growing popularity has taken the ensemble on a journey reaching far beyond Canada, to iconic venues like Carnegie Hall, Lincoln Center and Radio City Music Hall. The group dazzles North American cities with a holiday tour each year. And in fact, they’re set to return to their hometown locale Massey Hall to host back-to-back gatherings on Dec. 21, just ahead of Christmas.

Started by Toronto’s Daveed Goldman and Nobu Adilman in 2011, the choir idea spawned through a mutual friend’s birthday party. At the bash, Goldman volunteered to play guitar alongside other bands, while Adilman led sing-a-long rehearsals. 

At the time, Adilman, who had returned to Toronto after attending school in Halifax, was missing the large artistic community he was once immersed in. To cope with this loneliness, he started performing a solo act called “Mr. Nobu and his Choir of 1,000 voices.” Singing with others made him feel less alone, he recalls. From there, word spread that he might be starting a choir. Over the next two years, Goldman and Adilman would run into each other in the city and discuss working on the idea together. Eventually, the choir developed into a formal project.

Think of their shows as a big “hangout,” Goldman says. There’s banter on stage, back-and-forth interactions with the audience and vocal harmonies produced by an in-person audience who are always welcome to join in at any time. Show-goers buy a ticket, Goldman and Adilman teach the arrangement with lyrics printed on paper, and then everyone sings together. 

Similar to many modern groups, the choir’s name came about spontaneously and through social media. One day, Adilman was in his living room and had Facebook open. He was drafting the choir’s first event invite. Goldman cupped his hands like a megaphone and shouted “Choir! Choir! Choir!” and the name stuck. It was further cemented after a local weekly published a story about their debut show. “If we could go back and change our name,” Adilman laughs, “we would.”

As simple as it sounds, the duo says the songs are what keeps bringing people to their shows. Their YouTube videos often capture show-goers swaying, bopping and dancing while caroling with fervor and big smiles. Referring to their performances as an “umami of emotions,” Goldman says music can really bring a community together. 

“These songs have a way of getting into people’s minds and souls, and taking out feelings and memories that they have,” he says. “To do that in a group setting is infectious.”

Whether the crowd is belting out Britney Spears’ “Toxic,” Sir Elton John’s “Tiny Dancer” or Kelly Clarkson’s “Since U Been Gone,” community is at the core of the show’s success. In a world where people are glued to their phones, there are fewer and fewer opportunities for folks to have random experiences through music, Adilman says. “All we want to do is create a space where people feel really comfortable and safe,” he adds. “And to have fun, to connect with each other.” 

Attendees regularly send the duo positive feedback; whether it’s about how the choir inspired a rekindled friendship or marriage, healing from a bad breakup, or finding the courage to leave the house after a personal trauma, their messages are meaningful. One message from a woman who attended their previous weekly shows in Toronto particularly touched Adilman. “She just came up to and she says ‘I’ve never felt like I’ve belonged in the way that I just felt over the course of this night and thank you,’” he says. “It was wild.” 

The feeling of warmth, connection and a sense of belonging isn’t singular to that one attendee. Many comments left in the group’s YouTube videos mirror the same experience of joy and deep emotion. “People are really moved by seeing other people sing,” says Goldman. “So they get really swept up in it.”

As rewarding as it is to put on these shows, being on the road and away from family and friends for a long period of time can be tough. But the duo say they’re lucky to be doing Choir! Choir! Choir! as they think about the state of the music industry. Goldman reflects on how musicians they respect and admire have a hard time making a living with the creative work they pursue. “This was not a job before,” he adds. “So we somehow created this job that we both are really good at.” What started out as a two-person project is now supported by a team that assists with the logistics of touring, merch, artist collaborations and more.

On a very personal level, Choir! Choir! Choir! has had a deep impact on Goldman’s life, particularly in how his father recognized his efforts. “I can honestly say that my dad was so proud of Choir! Choir! Choir!,” he shares, noting that the success was significant for his father to witness, as he passed away a year and a half ago. 

For Adilman, leading the choir has made him more present and attentive. He’s a natural multitasker, but being at the shows has compelled him to fully immerse himself in the moment. “It’s like a moment suspended in time,” he says, describing the experience of singing the songs with the audience.

For those still curious and looking forward to going to a show, Adilman says the Choir! Choir! Choir! shows are like microdosing joy. “You can’t have it all the time, but a little drip feed of it, and then it keeps you going to the next moment of happiness in your life.”