About Jay Erlich
Musician & Marketing Consultant
The story behind My Best Friends began over a meal with my close friend, Tim Goodacre. At the time, I was searching for a name that could represent both my music and my marketing work. When Tim’s mom heard about my challenge, she simply said, “Why not call it My Best Friends for Tim?”—a reflection of our friendship.
From there, My Best Friends became more than just a name—it became the title of my first studio album. As my journey evolved, I rebranded my consulting business under my own name: Jay Erlich and Best Friends Marketing. I dropped the “My” but carried forward the same spirit of connection, creativity, and community that started it all. Today, Best Friends Marketing carries that same spirit, which also guides my record label, my first consulting venture, and the foundation of everything I am building.
My Story
During my years at McMaster University, largely because of volunteer experiences, I discovered where I want to begin my working career. This led me to enroll in the Graduate program Sport and Event Marketing at George Brown College, which in turn developed into a career in professional sports, music and Not-for-Profits.
I spent 10 years in Varsity sports at McMaster. I was part of the championship-winning Rugby team—although I didn't play—learning from top coaches and future national players. After an injury, I joined the Squash team for three seasons, placing third in Nationals’ C category, while also serving as Rugby’s press officer. Later, I managed the Basketball team for five seasons, training athletes, running social media, and earning the Bruce Cochrane Award for my contributions.
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During COVID, I studied guitar and vocals with private lessons. I really dedicated myself to song writing. It was during this time I composed most of songs that became my first studio album. I also used the opportunity to land a position in public relations as an executive for Special Olympics Hamilton.
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In the aftermath of COVID, I landed many live performances and released my debut album, My Best Friends. The album featured a collection of songs about friendship, love, marriage and the trials of life, which was supported with funding by Ontario Arts Council.