advertisement
FYI

Mena Massoud Launches Foundation To Support Ethnically Diverse Artists

Toronto-raised Aladdin actor Mena Massoud knows Canada prizes diversity as a strength but insists he didn't get much help from the Canadian entertainment industry in landing the titular ro

Mena Massoud Launches Foundation To Support Ethnically Diverse Artists

By External Source

Toronto-raised Aladdin actor Mena Massoud knows Canada prizes diversity as a strength but insists he didn't get much help from the Canadian entertainment industry in landing the titular role in Disney's recent live-action remake.


"When I was first coming up in the industry — and I feel I'm still coming up in the industry — there was nothing to support ethnically diverse artists," Massoud, an Egyptian-born actor who moved from Toronto to Los Angeles three years ago, tells Samaritanmag on the phone from North Carolina, where he's shooting the Hulu dramaseries Reprisal.

"Even though I'm very fortunate and grateful to have played Aladdin, there were still four, five casting directors who never gave me a shot in Toronto."

advertisement

So Massoud wants to support emerging artists through his newly-launched EDA Foundation, or the Ethnically Diverse Artists Foundation, which aims to help underrepresented talent in Canada with financial assistance and guidance to realize their dreams.

Though Canadian film and TV funding agencies have committed to on-screen diversity, Massoud says the industry has a "glass ceiling" because lead roles for Hollywood films and TV series shot north of the border are cast in Los Angeles.

And the Canadian industry has too few casting directors and shrinking film and TV budgets to allow emerging diverse talent to be fully tracked for possible gigs. Massoud recalls never auditioning for top Toronto casting directors because he believes they didn't have time or the will to see different actors, so "they cast the same performers over and over again."

His EDA Foundation is eyeing structural industry changes by giving emerging talent much-needed tools to reach key casting directors, agents and managers to break into the industry.— Continue reading Etan Vlessing's feature interview with Massoud on the Samaritanmag website.

advertisement
EMPIRE's Tina Davis (left) and Girl Connected's Lola Plaku at Conversations with the Pros at Toronto Metropolitan University in Toronto on March 28, 2025.
Courtesy of Girl Connected

EMPIRE's Tina Davis (left) and Girl Connected's Lola Plaku at Conversations with the Pros at Toronto Metropolitan University in Toronto on March 28, 2025.

Record Labels

EMPIRE President Tina Davis Gives Strategic Advice to Women in Music at Girl Connected's New Speaker Series

On Friday (March 28), the president of EMPIRE, the Bay Area-independent label and music company, came to Toronto for Conversation with the Pros offering tangible advice to the mentorship program's community. Davis also spoke to Billboard Canada about her impressive journey in the industry.

Girl Connected has launched a new series that connects the next generation of women in Canadian music with powerhouse executives for the global industry.

On Friday (March 28), Tina Davis, president of EMPIRE, sat down with Girl Connected founder and music industry veteran Lola Plaku at Toronto Metropolitan University for the first in-person Canadian edition of Conversations with the Pros (Billboard Canada was a supporting partner). The series brings in inspiring music industry figures from Girl Connected's international network to talk about their journeys and offer actionable information and advice to help the budding music professionals develop their skills and reach the next level of their careers.

keep readingShow less
advertisement