That Arts Group, a newly launched Toronto-based non-profit organization, brings together contemporary choral music (‘That Choir’), live theatre (‘That Theatre Company’), and grassroots outreach in a way that’s accessible, affordable, and geared towards a younger audience.
TORONTO [October 13, 2022] — Today, Craig Pike, owner and founder of beloved Toronto cookie empire, Craig’s Cookies, formally launches That Arts Group, a Toronto-based non-profit arts organization composed of an art and theatre group: That Choir and That Theatre Company. Led by Pike, That Choir is a professional modern-day choir that offers all singers wages and health benefits – a first for a professional choir in Ontario. That Theatre Company is a new theatre production company that focuses on contemporary plays and more well-known works with an unexpected twist.
“I’m an actor and musician first and foremost — Craig’s Cookies has been a surprising and welcome opportunity that now is able to help support the performing arts here in Toronto,” says Craig Pike, Founder & Artistic Director, That Arts Group. “That Choir began in 2008 with a group of friends that loved singing in school choirs growing up. We all chipped in $2, rented a venue and performed for 40 friends and family. 15 years later, we’re proud to have cultivated an audience both locally and nationally through live performances, touring, and streaming services such as YouTube and Spotify. This wider exposure has also resulted in a younger audience base, introducing a whole new generation to live choral music. That Choir isn’t affiliated with any church or religion, but rather a reflection of modern music styles both in vibe and composition.”
“That Choir”
As an extension to Pike’s unique passions and grassroots business philosophy, That Choir has become known for high calibre performances of new and provocative choral music while engaging with special and non-traditional audiences. Leading up to, and certainly during, the pandemic, Pike recognized the importance of supporting artists as a vital means of sustaining the arts culture in Toronto. This has resulted in the decision to transition That Choir to a professional 16-member vocal ensemble.
Perpetually curious on how to engage and inspire youth and young adults through contemporary choral music, Pike programs works that are similar in mood to what we are hearing in video games and TV/Movie soundtracks. The shift to professional status fosters a work culture in which artists feel healthy, creative, and valued. And in keeping with Pike’s objective of making choral music approachable and accessible, concerts are Pay What You Can.
“Choral music is more than just singing; it’s community, collaboration, and camaraderie,” says Alan Macdonald, Executive Director, That Arts Group. “I think we’re all starved for connection and sharing space, and that’s what this brings. If you’ve never seen a choir, I would say leave your preconceived notions at the door. Come with an open mind and you’ll be immersed in a visceral, transcendent experience.”
Catch That Choir at:
That Choir Remembers - St Anne’s Anglican Church (270 Gladstone Ave, Toronto, ON) on November 11 & 12, 2022 @ 8PM https://www.eventbrite.ca/e/that-choir-remembers-tickets-419112114617
That Choir Carols - St. Andrew's Presbyterian Church (73 Simcoe St, Toronto ON) on December 17, 2022 @ 3PM; December 18 at 8PM https://www.eventbrite.ca/e/that-choir-carols-tickets-420661518927
That Choir Unplugged - St Anne’s Anglican Church (270 Gladstone Ave, Toronto, ON) on May 13, 2023 @ 8PM; May 14 @ 2PM https://www.eventbrite.ca/e/that-choir-unplugged-tickets-420672902977?aff=erelexpmlt
To learn more and purchase tickets to That Choir’s inaugural 2022/2023 season, visit
http://www.thatchoir.com/202223-season.html.
*Purchase by October 21, 2022, and receive one free dozen cookies from Craig’s Cookies.
“That Theatre Company”
As a new theatre company in Toronto, That Theatre Company is approaching the live stage in a fresh way.
Gone are the faithful renditions of the classics; the focus instead is on contemporary plays, unique venues, and unexpected twists.
To kick things off, That Theatre Company has posted public casting calls on its Facebook page for its Spring 2023 production of Caryl Churchill’s sci-fi play, A Number.
Following that, That Theatre Company — in partnership with Toronto’s venerable queer theatre company, Buddies in Bad Times — is bringing American playwright Tony Kushner’s two-part epic, Angels in America, to Toronto stages in the Fall of 2023. These plays were last produced in Toronto in 2013.
-30-
About That Arts Group
That Arts Group (TAG) is a dynamic, storytelling organization celebrating the boundless possibilities of what can happen when community, diversity, equity, and inclusivity are put into the core of creation. As Toronto’s newest and most exciting arts institution, TAG is uniquely positioned to be the foremost creative hub celebrating both contemporary and canonical works of theatre (That Theatre Company) and choral music (That Choir). This rare and unparalleled genesis of theatre and art music will invariably uplift and best reflect the communities in which we create and serve.