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Innovation, Creativity and Action Converged at C2 Montréal 2025
Since its founding in 2012 by Cirque du Soleil co-founder Guy Laliberté, C2 Montréal has grown into one of the world’s premier events for creative innovation. The event blends high-level networking and forward-thinking dialogue and each year attracts thousands of global leaders, entrepreneurs and artists eager to reimagine the future.
From May 20 to 22, 2025, the Grand Quai of the Port of Montréal was transformed into a hub of ideas, creativity and collaboration for the 14th edition of C2 Montréal. Under the theme “En Mouvement : l’art d’agir” (“Motion: The Art of Taking Action”), this year’s conference invited over 6,500 attendees to discuss commerce, creativity and technology.
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As a proud media partner, Billboard Canada brought its voice to the conversation – co-hosting a series of vibrant daily cocktail events in collaboration with Solotech, offering music, connection and a relaxed end-of-day atmosphere where creativity could truly flourish.
Day 1 – Experiential: Creativity in Motion
The opening day featured a powerful keynote from Thierry Reboul and Thomas Jolly, artistic directors of the Paris 2024 Olympic Games. They shared the challenges of organizing the first-ever Olympic opening ceremony outside a stadium, with the event running through the heart of Paris and the Seine. It concluded with an epic comeback performance by Celine Dion.
Reboul explained, “We have less money than the Chinese and the Americans, that’s clear. We had to play to our strengths. Our strengths are our history and the city of Paris, naturally. So we decided to be the first to take the ceremony out of the stadium.”
The project demanded perseverance through battles with the French administration, unpredictable weather and even last-minute personal challenges, setting the tone for a conference focused more on heart and courage than on the latest tech trends.
Anick Beaulieu, CEO of C2 Montréal, expressed how the event reflected a widespread sense of urgency to act amid rapid technological advances and complex social challenges. She highlighted the importance of moving beyond discussions about obstacles and instead focusing on inspiring stories that motivate people to take risks and embrace change.
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The day concluded with the first Billboard Canada x Solotech “5 à 7” cocktail event, bringing together music professionals, cultural leaders and tech innovators for meaningful connections.
Day 2 – Sustainability: Innovation with Purpose
Wednesday’s theme challenged attendees to see innovation not just as a competitive edge, but as a moral imperative. Sustainability – whether environmental, social or corporate – was front and centre in talks on ethical design, circular economies and purpose-driven leadership.
One of the most talked-about moments of the day was the fireside chat titled “Beyond the Bin: Rethinking Sustainability in Live Events.” In a candid exchange between Elizabeth Crisante, Co-Founder & Chief Commercial Officer of Arts House Media Group (Billboard Canada, Billboard UK, Rolling Stone Canada, NXNE), and Anick Beaulieu, CEO of C2, attendees were invited to radically reconsider what sustainability truly means for the live events industry.
C2 Montreal talk hosted by Elizabeth Crisante (left) and Anick BeaulieuJF Galipeau
Far from focusing solely on carbon footprints and recycling practices, the conversation delved into deeper, often overlooked dimensions: cultural legacy, local empowerment and long-term impact.
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“The best events don’t just entertain,” Crisante shared. “They empower. They reflect the culture we want to create.”
Drawing from over 14 years of experience, Beaulieu explained how C2 has evolved to help brands build experiences rooted in community value, not just spectacle. The pair called for a new kind of return on investment – one that measures trust, equity and authentic connection.
Key themes included: inclusion beyond optics, centering Indigenous and underrepresented voices in event design and aligning brand presence with purpose-driven storytelling.
“Local-first isn’t just ethical – it’s strategic,” they agreed.
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Their powerful conclusion: great events leave you with more than memories. They also leave you with meaning..
The day's insights flowed naturally into the second Billboard x Solotech cocktail, which once again blended networking with creativity in an intimate, celebratory setting.
Day 3 – Transformative Technologies: Shaping the Future
On Thursday, May 22, the conference leaned fully into the future. With sessions on artificial intelligence, immersive media, and next-gen platforms, the focus was on how technology can empower transformation, from music creation to business strategy.
As the event wound down, the third and final “5 à 7” gathering delivered a last burst of energy and inspiration with DJ Cheidah & Dipsy – a celebration of all that had been shared, learned and sparked over the past three days.
From reimagining sustainability in live events to unlocking the creative potential of emerging technologies, this year’s edition offered a compelling glimpse into the future of business and culture.
Among the standout initiatives this year was the deepened presence of music media leaders.
“This year, we really wanted to go beyond just covering the scene – we wanted to be part of the movement,” said Camille Gervais, Head of Partnerships for Arts House Media Group. “Partnering with C2 is part of our mission to celebrate Canadian creativity and help amplify the voices – both rising and established – that are shaping our culture. It’s about creating real moments of connection that have a lasting impact.”
With each day anchored by thought-provoking conversations – plus moments of community and celebration – C2 Montréal 2025 reminded us that the most meaningful innovation happens where connection meets intention.
For more information about the event and to explore upcoming editions, visitc2montreal.com.
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