"The media made him the news..."

Hmm, not entirely.  It's more complicated than that.  In fact, it's a fascinating story of media and "news" and one man's influence on  them.  Here's why Gord Downie became "news" (again and again).
1. He was already news, to many, as lead singer for a well-known rock group. 
2. Downie reports cancer ends his career and soon his life.  
3. The band calls it quits because of Downie's illness. Media simply reports #2 & #3.
4. A much-touted final concert. (Media reports it, and because it does...)
5. Big audience, at the concert but also on media platforms.
And finally...
6. Downie unearths suddenly-relevant First Nations-friendly material he wrote years before performs it and helps publish a graphic novel, thus unexpectedly extending his "news value."

However, D_Peters, your confession that, until this piece was published, you didn't even know who Downie was is also significant. I believe you represent most Canadians. And even more don't really care.