Into the Music: The heart beat of the Red River Métis Homeland

October 2, 2025

_{Greg Tonn, Red River Métis owner of Into the Music, is proud to run a business in the exchange, the heart of downtown Winnipeg.}

In the heart of the Homeland of the Red River Métis, you'll find Winnipeg's most well-known music store: Into the Music.

Red River Métis business owner Greg Tonn has been running Into the Music for 38 years. After obtaining his business degree from Red River College Polytech, Tonn tried working in the corporate world before realizing he has a more independent and creative mindset.

"Into the Music started in 1987... It was a one-man show back in the day," explained the Citizen. "Basically, I had my record collection, [and] I had enough money to get the store open."

Tonn has since come a long way - now, Into the Music is widely known and respected in Winnipeg as a community hub and go-to spot for new and second-hand media, such as vinyl records, CDs, and cassette tapes.

"We have a lot of continuity with our customers - that's part of being known and trusted... we're part of the community," said Tonn. "We really believe and understand what community means. It's about that relationship with the people who share a love of music. If they buy CDs, if they buy records, if they stream music, they're still part of our community - [even] if they don't buy things from us."

In the past few years, Into the Music has been hosting regular shows, contributing to the lively Winnipeg music scene. The performances take place every Friday and are open to all ages.

You're supporting a business which is invested in this community, you're supporting a business that has been here for 38 years and is not going anywhere. You're supporting a business that has ownership that is long story cool connection with the place that we're doing business in... we are here working in the community. Strengthening locally owned businesses is as good [of a reason as any] to support a Métis business... supporting our own is part of our values.
- Greg Tonn, Red River Métis owner of Into the Music

"We strengthen our relationship with the local community by presenting free shows. [We] hired a public special events coordinator, [she] makes sure we have the equipment, we've got a stage, she books the bands, promotes them our social media... a smaller crowd might be 10 people, but it's not atypical to see 20 to 40 people," said Tonn. "Winnipeg has always had this tremendous local scene. Lots of independent music is being nurtured and we see that here... we have a generous local section."

The Citizen partially attributes the community to the area where his business found its home. Initially opening their doors on Corydon Avenue, and later spending some years in Osborne Village, Into the Music is now settled in Downtown Winnipeg - the heart of the Red River Métis Homeland.

"We have a unique part of the city, lots of beautiful architecture, lots of restaurants, lots of alternative retail experiences. This is the arts hub of the city - First Fridays are a practice down here, it couldn't be a more perfect place for us," he said. "We have great relationships with our customers and we're providing service that's neat and we're doing it in an area that we love... we love having those conversations about music... that attitude of openness has to extend to respecting the knowledge that your community has."

While the business owner didn't grow up immersed in Red River Métis culture, his family frequently took trips to spend time with his mother's family in the historical Red River Métis Community of St. Laurent - a connection that inspired him to embrace and explore his culture as an adult.

"My mother is Métis from St. Laurent... when we took family holidays, we rarely went very far," said Tonn. "We went to St. Laurent all the time. At least two, sometimes 3 times a year we would go and spend a week or more. A lot of my childhood memories of summer holidays were being in the Métis community."

On top of self-lead knowledge seeking and joining the LRCC Directory, Tonn has been nurturing his ties to the Red River Métis Community by lending a helping hand during the forest fires earlier this year.

"We got involved a little bit during the early part of the crisis in the province this year, with forest fires. The Manitoba Métis Federation office on McGregor was a drop off centre for a lot of donations... we got our community involved through our newsletter and we were drop off site for about a month," he said. "Having that [cultural] connection... I think that there's a wider understanding that I'm just part of something."

_{Winnipeg music lovers are drawn to Into the Music because of their impressive vinyl stock, but it's the community experience that keeps them coming back.}

Into the Music's dedication to being an active part of the community epitomizes the importance of supporting local, Red River Métis businesses. In doing so, we uplift more than just the business - we uplift the whole community that surrounds them.

"You're supporting a business which is invested in this community, you're supporting a business that has been here for 38 years and is not going anywhere. You're supporting a business that has ownership, that has long connection with the place that we're doing business in... we are here working in the community," he said. "Strengthening locally-owned businesses is as good [of a reason as any] to support a Métis business ... supporting our own is part of our values."

Whether you're looking for a place to purchase your favourite album, discover some new music, or catch a show surrounded by community and committed staff, check out Into the Music, located at 245 McDermot Ave. Follow Into the Music on Instagram and Facebook to stay updated on upcoming shows and sign up for the Into the Music Newsletter to stay in the loop on new stock, sales, and special promos and contests.

If you are interested in finding more businesses like Into the Music, make sure to browse the Red River Métis Business Directory - with over 800 Red River Métis owned businesses to browse, shopping Red River Métis has never been easier!

 

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