CEO David Dubé and International Alliances Manager Lori Ethier talk to us about the evolution and future aspirations of Canada’s leading international music industry conference.
M for Montreal is celebrating their 20th anniversary and although its mission to showcase Canadian talent on the world stage remains, a lot has changed since new CEO David Dubé and his team took over a few years ago.
According to him, both artists and industry actors have become increasingly proactive and the definition of what is “ready for export” is completely different than when the conference started. “Everything is faster now, from release strategies to targeting regional audiences and promotional tactics, even the type of teams artists surround themselves with can be assembled quickly.”
For Lori Ethier, who inaugurated the International Strategic Alliances position, “big festivals like Great Escape and SXSW are using M like a draft week, scoping out talent and coming prepared to recruit and close bookings.”
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It is important to remember that although each year is marked by a stellar musical lineup (BBNG, Digable Planets, Rowjay, etc) this is a week-long showcase and industry conference and not your typical festival. Ethier observes that M has adapted to wellness trends as well: “Now people party way less and are up earlier to optimize the networking opportunities and we have adapted our scheduled activities to that reality.”
Building sustainable connections that have a lasting impact on the career of Canadian artists is M’s ultimate goal and Ethier argues that her newly founded role helps participants reach it. “We are strategic in who we invite, how we set up their meetings and how they both are prepared to welcome each other.”
Dubé adds that indeed “it’s not just about talent anymore, you have to have a unique stage presence to showcase, prove your reliability and professionalism and be in the right rooms”. How did this transition come about? Well, Dubé explains that it all started when his label Kartel Musik was navigating the overwhelming challenges of the Covid era. “We were a team of 3 staff members and some interns. My goal was to keep the troops motivated." He did so by organizing drive-in theater shows as well as recruiting industry castaways that had been let go by the major labels. Since Kartel was already involved with other showcase conferences internationally, like Singapore's All that Matters, Australia’s Big Sounds and MAMA in France, his team took that expertise and ran with it when the opportunity to take over the reins of M’s Avalanche production came about.
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The first move under new leadership, once post-Covid shows became possible again, was to refocus on M for Montreal’s core mission: Being a hub for international contacts and an accelerator for Canadian artists’ global reach. Ethier and Dubé suggest a great metaphor for the entire revamped M experience. “We basically set the table for Canadian music to shine. We seat each guest at the right place and make sure we know what they are interested in, then we can showcase our fine Canadian products and lock down new deals!”
Ethier says the attention to detail and selecting the right participants have contributed to M doubling down on its expertise in B2B sessions and professional programming. “I know all the delegates and research them to make sure they are young, hungry executives or active bookers with some innovative ideas. Then I visit all the local labels and prepare a plan.” Gone are the days of mainstream moguls parading around the city for a quick flight and a fun reunion with friends. This new era of M is all about optimal efficiency and maximizing the networking for a result-driven analysis. Ethier claims, “At the end, we look at how many deals were made and what was the impact of your stay and that helps determine who is invited for the next edition”. Indeed, for Dubé, this is in direct opposition to the former reputation the Province used to carry. “People used to view Quebec as a sort of cash cow. A place where government funding is easy to obtain and you can just ride the wave without having to give too much in return. When I took over M I wanted to change that and even the playing field.”
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Basically, in the last 20 years, M for Montreal has established itself as an undeniable force, strengthening international ties and showcasing the best our country has to offer. Its newly crafted format and analytical tools will continue to support the up-and-coming and established acts as a vital connectivity tool and opportunity creator.
Dubé and Ethier were involved in the last two editions, but this is the edition where they are implementing their full vision. Many things have been optimized, but one omnipresent personality could not be forgotten and that is the man, the myth, the M himself, Mikey Rishwain. Both a team member and unofficial conference mascot and guide, Artistic Director Rishwain has always embodied the conference’s goals, but his move to California had meant he had kept more of a distance in past years. Well, Ethier wanted to change that, so “we brought Mickey back closer into the fold with our updated programming.” Dubé made sure to underline the importance Rishwain had in ensuring the transition when he took over and I left this interview both feeling a sense of renewed excitement for M in terms of musical lineups and professional events but also understanding that in its 20th year, the Conference will be having as strong an impact as it's ever had.
