The National Film Board’s The ‘Socalled’ Movie makes its U.S. debut this week at both the South By Southwest festival and on YouTube, part of the board’s first commercial deal with the online video portal.

The 87-minute doc revolves around Canuck musician Josh ‘Socalled’ Dolgin and explores his creative processes. Though it was not admitted to the film portion of SXSW, which runs this week in Austin, Texas, it landed a spot in the music section by virtue of Socalled’s appearance on March 16. It will screen behind him, with no sound, during his performance.

Garry Beitel directed the film, which was copro’ed by Montreal’s reFrame Films.

Its introduction at SXSW will kick-start its debut on YouTube, where it will be available for rent as part of its newly introduced pay portion. This will be ahead of its Canadian theatrical release this spring, which will also be through the NFB.

‘YouTube is the perfect platform for Socalled and The ‘Socalled’ Movie, and the ideal channel to serve our growing U.S. online audience,’ said NFB chair Tom Perlmutter in a statement.

The NFB has previously collaborated with YouTube on an online short film competition at the Cannes film festival.