The Independent Media Arts Alliance (IMAA) is a member-driven non-profit national organization working to advance and strengthen the media arts community in Canada.  Representing over 80 independent film, video, audio, and new media production, distribution, and exhibition organizations in all parts of the country, the IMAA serves over 12,000 independent media artists and cultural workers.

"The term media art is understood to apply to all forms of time-related art works which are created by recording sound or visual images. Time-related art works include works in the fields of sound, video and computer art, both installations and internet projects, and single channel works. Single channel works are video works that are shown by projection, or on a monitor screen." Definition by Peter Sandmark

imaa is an innovative, dynamic, inclusive, supportive and respectful organization. We encourage sharing the knowledge, excitement and passion of independent media artists in all their diversity as they engage with audiences, large or small, general or specific. We facilitate the creation of opportunities for artists in all mediums to work together if they want, when they want. We also create spaces for leaders and administrators in media arts organizations to celebrate our successes.

Robust advocacy is a central focus of our efforts. We are always poised to mobilize, advocate and propagate independent media arts in all its forms. We educate the public – using familiar language, and the language of governments and other funders – about the value and impact of independent production as a mirror that reflects, challenges and leads to greater understanding of the world.

An umbrella organization, we connect with media arts organizations across Canada and the world. We provide a communications hub on issues of importance to our member organizations and independent media artists. We foster specialized knowledge sharing according to members’ global and diverse needs, supporting them in becoming more professional organizations. We analyze and learn from our experiences, and build an understanding of our legacy and history. We rely on and support a secure and confident staff.

Through all of our efforts, we support and promote independent media artists and cultural workers in reaching their highest levels of professional national and international achievement by innovation and inspiring social change.

In June 2011, the outgoing and incoming members of the imaa Board and imaa staff met to begin a strategic planning process. In a day-long session filled with sharing and laughter, experiences in successful organizations were explored, and success factors and hopes for the future of IMAA were generated. These conversations led to development of possibility statements for how the imaa can achieve its mission; the thoughtful results were integrated into the Creating Possibilities: How We Achieve Our Mission section above.

The final part of the strategic planning day was to begin to develop priorities and action plans for making the imaa strategic plan come alive. Key activity areas and important tasks were identified, and individual Board members volunteered to participate in developing and accomplishing these strategic activities.

Following the strategic planning day, the ideas from the June 2011 Members Open Forum were integrated into the key activity areas, committees were established or enhanced that would take on the responsibility of each activity area, and the committees met to establish action plans for the next few years. The priority activities were also refined to address the changing environment and context for arts organizations in Canada.