Some of the most important opportunities in music don’t happen on stage. They happen through introductions, shared conversations, and the relationships that grow between people who genuinely want to help each other succeed.
Our story with Lori Ethier, Head of International Development at M for Montreal, began when Toni, Head of Marketing at our sister company, EmuBands, met her at New Colossus Festival in New York. Toni introduced us shortly afterwards, and we had the pleasure of meeting Lori at Wide Days in Edinburgh last year. It was fantastic to catch up again when she returned this year, continuing a relationship that perfectly reflects the collaborative spirit of the music industry.
If you’ve ever spent time around Lori, you’ll know exactly why so many people speak so highly of her. She brings an infectious positivity to every room, makes everyone feel welcome, and is a brilliant example of how meaningful relationships are built in the music industry. She’s collaborative, inclusive, endlessly enthusiastic, and after a long day of conference sessions and networking, there’s a good chance she’ll still be one of the last people on the dance floor.
That spirit shines through in this interview. Lori shares why she’s passionate about creating opportunities for artists to connect with the world, what inspires her about the next generation of music professionals, and why she believes one simple principle will always matter in this industry: always choose kindness.
Lori shares her thoughts on why international collaboration matters more than ever, what excites her most about the next generation of music professionals, and why she believes the future of the music industry is brighter than ever.
"Passionate, kind, and driven young people are the future of this industry, and I strongly believe the future of international collaboration is bright."
Tell us about yourself and what you do
Hi all! I’m Lori Ethier, and I work at the M for Montreal festival as Head of International Development. I oversee the programming of the Pro component of the conference, which includes identifying and curating the right delegates to invite from around the world, programming networking activities and conference sessions, and developing the strategic plan for all international activities and partnerships behind M for Montreal.
What’s next for you and M for Montreal?
With M for Montreal, we are working hard to establish our conference as a key destination for fostering business opportunities and building meaningful bridges between Canada and the global music industry. After 21 years, M for Montreal is more dynamic and relevant than ever, and I truly believe we are at the ideal moment to expand our impact on the international stage.
Quebec and Canadian artists and music projects are more than ready to reach global markets, and I see M for Montreal as a powerful catalyst to help accelerate those connections, create opportunities, and support their international growth.
If you could give our readers one piece of advice, what would it be?
Always choose kindness because it will take you much further than anything else ever could.
How can our readers keep up to date with what you have happening?
Follow us on social media @mformontreal, subscribe to our newsletter, or visit our website to stay updated…yaaa!
Lori’s advice is simple, choose kindness… A reminder that while the music industry is built on talent and ambition, it’s sustained by generosity, collaboration, and the people who support one another along the way.
It’s a vision we share at Rightsbridge: helping build a fairer, more sustainable music industry where creators understand their rights, protect their work, and receive the royalties they’ve earned. We believe that when music creators are supported, connected, and paid fairly for their work, the entire industry is stronger.
A huge thank you to Lori for taking the time to share her story and insights with us. If you’re looking to build meaningful international connections, M for Montreal is definitely a conference to have on your radar. We can’t wait to see what’s next.
