Sound Waves Music Meeting
Dive into your music career at Sound Waves Music Meeting (SWMM)!
January 22 - 24, 2026
The Forks Event Space, Winnipeg
General registration $75 Manitoba Music member / $110 non-members
Pay-what-you-can registration option available, please email info@manitobamusic.com.
SWMM is an opportunity for the local music community to learn from a cross-section of experts, mentors, and peers, build connections, and share experiences. Our fourth annual creative conference welcomes industry experts and music makers for specialized and interactive training through panel discussions, presentations, networking mixers, and speed meetings, plus an industry showcase in partnership with Winterruption. This year’s programming focuses on audience development, with solid advice from professionals on navigating the ever-evolving music sector.
SWMM is made possible by the support of FACTOR, the Government of Canada and Canada’s private radio broadcasters, Prairies Economic Development Canada (PrairiesCan) through the Government of Canada; The Manitoba Government; and Manitoba Film & Music.
Visiting Delegates
Andrew Sannie, COO, Daytripper Entertainment Group
Brendan McCarney, Label Manager, Paper Bag Records
Courtney Milford, Event Producer, Students’ Association of MacEwan University
Danica Bansie, Music Supervisor, Pirate Sound
Darya Kulinka, Public Relations Communications Manager, Better Things Berlin
Jon Grau, Artist Manager, Thirty Tigers
Juliette Lehoux, Booking Agent, Ambiances Ambigues
Michelle Kambasha, Cultural and Creative Industries Consultant
Mizzy Mejia, Owner, Talent Buyer/Production Manager, TALA Music and Consulting / Timbre Concerts
Osamudiamen Ekunwe, A&R Manager, Mavin Records
Penelope Stevens, Co-Founder / Artist, Flourish Festival / Motherhood
Rebecca Windjack, Artist Manager, Birthday Cake
Rupert Hudson, Counsellor & Artist
Local Speakers & Moderators
Archie & Molly Magsumbol, f11 Studios
Brenden Gali, Manager, Public Domain
Brenton Thorvaldson, Indigenous Music Office
Chantal Kuegle, Vocal Wellness Coach, Good Sky Studio
Chinyere Oji, Marketing & Communications Professional
Claire Boning, Misfit Music Management
David Schellenberg, Signal Noise Music
Elise Roller, Misfit Music Management
Elliott Walsh. Ness Wynrush / The Live Mixtape / Trinipeg
Eva Wasney, Reporter, Winnipeg Free Press
Gil Carroll, Real Love Winnipeg / Winterruption / First Date Touring
Jason Burnstick, Composer / Burnstick
Jenel Shaw, Executive Director, Arts Accessibility Network Manitoba
Jeremy Giacomin, Paquin Artists Agency
Jessa Johnson, Marketing Coordinator / Promoter / Talent Buyer, The Handsome Daughter
Lana Winterhalt, Artist / Producer / Good + Plenty Arts Collective
Lauren Hower, Content Creator, @bigbooklady
Leith Ross, Artist
Matt Horsema, Photographer / Writer
Tyler Sneesby, DJ Hunnicutt
Schedule
We're excited to share the SWMM schedule at a glance! Stay tuned for more details, including speakers, in the next few days. The schedule is subject to change.
Thursday, January 22
10:00 AM - 10:30 AM | Registration & Coffee
10:30 AM - 11:15 AM | Welcome & Delegate Intros
Knowledge Keepers: Kashina Blacksmith-Seenie and Jaycee Seenie
11:30 AM - 12:30 PM | The Deep End: Managers, Goal-Setting, and the Big Picture
Speakers: Jon Grau, Rebecca Windjack, Brendan McCarney, Brenton Thorvaldson
Moderator: Elise Roller
Although talent and hard work will take you far in this business, the most successful acts in the industry owe at least part of their success to their management “team”. But having someone in your corner with a strong game plan and head for business isn’t always an option. This panel aims to help self-managed artists identify key areas that would benefit from having a manager and strategize ways to address them on their own.
Presented by
12:30 - 1:00 PM | Women in Music Canada Meetup at The Allery
Presented by
1:00 PM - 2:15 PM | Reaching Your Audience: Social Media & Marketing
Speakers: David Schellenberg, Darya Kulinka, Danica Bansie, Michelle Kambasha
Moderator: Andrew Sannie
Promoting yourself to potential fans is harder than ever. Music lovers are constantly bombarded by ads, articles, suggestions, and posts to check out the latest and greatest batch of singles and videos. When competing for attention against all that noise, it’s important for emerging artists to invest their time, energy, and resources effectively. How do you share your brand in a way that cuts through the noise to reach fans?
Presented by
2:30 PM - 3:15 PM | SWMMing with FACTOR
Speakers: Cherie Sinclair, Emma Barnett
Are you an artist or music entrepreneur exploring grants and funding? We’re happy to welcome Team FACTOR back to SWMM for a special overview to FACTOR’s programs! Bring all your questions!
Presented by
3:30 PM - 4:30 PM | Presenters & Festivals
Speakers: Courtney Milford, Penelope Stevens, Mizzy Mejia, Juliette Lehoux
Moderator: Jeremy Giacomin
Festivals are a massive cultural and commercial force in the live music industry, where artists can get on stage in front of audiences eager to discover new music. Hear more about how bookers build their festivals, how they find new artists, getting an opening spot, and more.
5:00 PM - 6:30 PM | Welcome Mixer Presented by Birthday Cake at The Forks' South Aisle (Main Floor)
Presented by
Friday, January 23
10:00 AM - 10:15 AM | Coffee & Snacks
10:15 AM - 11:15 PM | Morning SWMM: Press & Media
Speakers: Michelle Kambasha, Darya Kulinka
Moderator: Chinyere Oji
Gaining positive media coverage for your projects can be a very valuable tool, opening up numerous opportunities and connections. This panel will offer valuable insights and best practices for effectively reaching out to members of the media.
11:30 AM - 12:30 PM | Making A Splash: Release Strategies
Speakers: Osamudiamen Ekunwe, Brendan McCarney, Michelle Kambasha, Jon Grau, Mizzy Mejia
Moderator: Andrea Davis
How can you get your new music or project heard by fans, music programmers, promoters, and booking agents? We’ll be exploring the promotional strategies our speakers use to make the biggest possible impact for their new releases.
Presented by
12:30 - 1:00 PM | Indigenous Music Development Program Meetup at The Allery
1:00 PM - 2:00 PM | Your Neighbourhood Pool (of Venues)
Speakers: Jessa Johnson, Courtney Milford, Juliette Lehoux
Moderator: Gil Carroll
Local venues are the heart of the music industry, bringing together artists, fans, promoters, and agents to create incredible experiences. But how much do you actually know about our local venues? We’re pooling different perspectives to discuss all the venues in our neighbourhoods.
Presented by
2:15 - 3:15 PM | Advancing Accessibility
Speakers: Elliot Walsh, Tyler Sneesby, Rupert Hudson
Moderator: Jenel Shaw
Removing barriers to participation for artists, music entrepreneurs, and audiences is a critical need for the music industry. This panel will explore the need for accessibility in music, what it means, what can be done, and who needs to be included.
3:30 - 4:30 PM | Fireside Chat
Speakers: Leith Ross, Rebecca Windjack
Leith Ross and their manager, Rebecca Windjack, have an honest conversation about authentic audience development.
5:30 PM - 6:30 PM | Mixer at The Handsome Daughter
7:00 PM - 8:45 PM | SWMM Showcase at The Handsome Daughter
Showcasing Acts: Show Pony, Mitchell Makoons, Neighbour Andy
Saturday, January 24
10:00 AM - 10:15 AM | Coffee & Snacks
10:15 AM - 11:15 AM | Open SWMM: Speed Meetings
Start your Saturday off right with good coffee, great company, and even better answers to your music industry questions. Don’t miss a chance to take in some speed meetings with SWMM delegates! (And don’t forget to check out their bios in advance.)
11:30 PM - 12:30 PM | Content Creation
Compelling content is an important tool for creating an effective brand. You may already have an amazing content creation plan, but proper execution can make all the difference. We’ll hear from some successful, local content creators to share some of the strategies and techniques they use to make it work.
12:30 - 1:00 PM | BPM (Black Professionals in Music) Meetup at The Allery
1:00 PM - 2:00 PM | Synchronized SWMMing: Music Supervision & Demo Listening Session
Speakers: Danica Bansie, Andrew Sannie, Osamudiamen Ekunwe
Getting an expert ear on your music as it develops can be a game-changer for many artists. In this session, SWMM participants who pre-submitted their music will listen alongside our panel of industry experts to hear feedback on new demos and be part of the discussion about what makes a strong first impression and why. This is an open listening session and all SWMM participants are welcome to join the audience, but only pre-submitted songs will be reviewed. All genres and musical compositions are welcome to submit.
2:15 PM - 3:45 PM | Neurodivergent Artists & Industry Masterclass
Speaker: Rupert Hudson
Join us for an in-depth discussion and exploration of neurodivergence in the music industry. This session will be led by Vancouver-based artist and therapist (specializing in autism and ADHD, burnout, and creative identity work) Rupert Hudson. Along with Rupert's personal story of neurodivergence in relation to music, other topics discussed in this session will include:
- The mental health crisis in the music industry
- Why neurodivergent minds thrive in music
- Challenges neurodivergent people face
- Practical tools and regulation strategies
- Building a more neuro-inclusive music industry
Throughout this interactive session, Rupert will be asking the audience questions and guiding them through "regulation breaks" along with a participant demonstration of how he would support a real-life challenge from a neurodivergent person in the industry.
Delegates
Andrew Sannie
Chief Operating Officer
Daytripper Entertainment Group (Toronto, ON)
He/Him
Andrew Sannie is an award-winning artist and A&R executive with over a decade of experience in brand partnerships and integrated marketing. He has collaborated with leading brands such as Nike, the NFL, Just Eat, Campari, Porsche, Hudson’s Bay, and Red Bull, earning multiple accolades—including recent recognition as a finalist for the 2024 Ephie Awards.
Currently, Andrew serves as COO of Daytripper Entertainment Group, one of Canada’s premier independent music publishers, representing works by artists including Tate McRae, Paw Patrol, The Weakerthans, The Strumbellas, and many others. Daytripper specializes in acquiring and managing some of the world’s most sought-after music copyrights.
In addition to his role at Daytripper, Andrew contributes to the Canadian music community through board and committee service. He sits on the Executive Board of the Western Canadian Music Alliance/BreakOut West, ADVANCE Music’s Regional Committee, the JUNO Awards’ Adult Contemporary Committee, and the Partnerships Committee for the Canadian Black Talent Initiative.
Brendan McCarney
Label Manager
Paper Bag Records (Toronto, ON)
He/Him
Brendan started his career in music as a tour manager and video director. After countless tours across North America, as well as dozens of music videos and several feature documentaries (including one that landed on Netflix), he turned his attention to artist management and founded Double Denim Mgmt in 2014. Since then, he has also taken the role as Label Manager for the longtime celebrated indie label, Paper Bag Records.
Courtney Milford
Event Producer
Students’ Association of MacEwan University (Edmonton, AB)
She/Her
Courtney is a Live Event Producer based in Edmonton with 10+ years’ experience producing festivals, concerts, and cultural events across municipal, post-secondary, private and non-profit sectors. For the past five years, she’s led live events at MacEwan University, managing a diverse array of events ranging from intimate speaker engagements to large-scale festivals and concerts.
Danica Bansie
Music Supervisor
Pirate Sound (Toronto, ON)
Danica is a music supervisor at PIRATE SOUND, a full-service audio house based in Toronto. With over a decade of music industry experience, Danica is a former music photographer, writer, and marketer. With a foundation in media & communications, English literature, and film, Danica brings her love of culture and storytelling to all of the projects she works on. Danica is passionate about the sweet spot where underground DIY music meets the music business at large. She aims to champion the indie, and underrepresented musician in any way she can. Danica is a proud juror for the Polaris Music Prize, and a member of the Guild of Music Supervisors Canada.
Darya Kulinka
Public Relations Communications Manager
Better Things Berlin (Germany)
She/Her
Darya is Head of PR at Better Things. The Berlin-based and female-owned music agency takes a modern approach by combining traditional PR & radio promotion, influencer collaborations, sync, fan events and B2B relations to achieve the best possible reach. Darya’s experience ranges across PR strategy, communications, media outreach and creative project management, with a strong focus on helping artists and cultural brands tell their stories and reach audiences in GSA. At Better Things, she leads PR campaigns across the GSA region for both major and independent clients - including artists like Tom Odell, Sparks, Oklou, Alice Phoebe Lou, Caroline Polachek, Self Esteem, Sunflower Bean, La Femme, L'Impératrice, HotWax, Coach Party, Paris Paloma & many more. She is also developing Better Things’ sync offering, representing a curated roster of artists for film, TV, and advertising.
Jon Grau
Artist Manager
Thirty Tigers (Nashville, USA)
He/Him
Jon Grau is an artist manager with over 15 years of experience in the music industry. He began his career at JD White Management, working with artists such as Warpaint, Jessica Lea Mayfield, and Tony Joe White. In 2012, he began working for veteran manager Norm Parenteau, who became a longtime mentor and collaborator. Together, they helped guide the careers of artists like Old Crow Medicine Show and Parker Millsap to new heights.
In 2020, Jon founded This is Management, an independent company focused on building sustainable, long-term careers for artists. He now serves as a manager at Thirty Tigers, working with a diverse roster including Parker Millsap, Thomas Csorba, Husbands, Trampled By Turtles, and Liam Kazar.
Jon is also an active advocate for the live music community. He has served on the board of directors for NITO (National Independent Talent Organization) for the past three years, where he sits on the executive committee and co-chairs the membership committee.
Juliette Lehoux
Booking Agent
Ambiances Ambigues (Montreal, QC)
She/Her
Juliette is a Montreal-based booking agent with extensive experience working alongside both national and international artists. Always seeking new opportunities, she is also responsible for the professional division of La Noce Festival, which hosts over a hundred industry delegates from around the world annually and features a vibrant lineup of local and international musical talent.
Michelle Kambasha
Cultural and Creative Industries Consultant
(London, UK)
Michelle Kambasha is a cultural and creative Industries consultant specialising in communications strategy and strategic storytelling. She has led PR and communications campaigns for boundary-pushing artists such as Bon Iver, Kara Jackson, shame, Moses Sumney, YATTA, Joy Guidry, Jamila Woods and more, alongside developing new pathways for emerging musicians through mentoring and youth-centred creative programmes.
Michelle is the founder of black radical, a Substack exploring music, identity, and resistance through longform interviews and essays with Black artists working in alternative and experimental spaces. Her writing also appears in The Guardian, The Independent, and NME, where she brings a critical lens to music, culture, and representation.
Alongside her publicity and editorial work, Michelle lectures on Diversity in the Creative Industries at BIMM London and coordinates mentorship programmes that support underrepresented young people pursuing careers in music and the arts. Her work sits at the intersection of creativity, access, and equity — committed to reshaping how the industry listens, represents, and evolves.
Mizzy Mejia
Owner, Talent Buyer/Production Manager
TALA Music and Consulting / Timbre Concerts (Vancouver, BC)
He/Him
Mizzy Mejia has worked in the music industry for over 20 years, supporting artists and helping build sustainable creative infrastructure across BC and Canada. He operates TALA Music and Consulting providing artist and company services, and also works with Timbre Concerts in talent buying, backline management, and production management roles.
His experience spans event and festival production, artist and project management, songwriting, producing, consulting, and grant writing. As a former touring artist, he brings a practical, artist-first perspective to his work and believes in tailoring the way he supports artists to fit their needs. Mizzy currently manages Jeremy Parkin, Seven Taviss, Eli Rattlesnake, Pîsim SB, JUNK, Day Day/Creator’s Kidz Co and SeaNailedIt. He also offers support to a range of emerging artists through a “pay it forward” and “each one, teach one” approach rooted in equity, access, and community development and remains a resource for those in need of industry support or guidance. He operates from a place of abundance, prioritizing shared access, mentorship, and opening pathways for others.
Osamudiamen Ekunwe
A&R Manager
Mavin Records (Lagos, Nigeria)
He/Him
Ekunwe O Edward (Vaedar) is currently the Snr. A&R Manager at Mavin Records. He looks after 10 amazing talents (some of which are Ayra Starr, Rema, Johnny Drille, Magixx, Crayon and Elestee) with a passionate team of A&Rs dedicated to building the brands, imagery and repertoire of their artists, further shaping the world’s views of Afrobeats.
With over 9 years of experience developing talents ranging from recording artists to songwriters and producers. He is a knowledgeable music business and product enthusiast.
My journey in the music scene encompasses diverse experiences, from managing power rentals for events to Stage Management and Live Sound Engineering. Previously Head of Operations for NPG Entertainment - a record label in mainland Lagos, Nigeria - his role focused on developing music talents from the city's rural areas
Penelope Stevens
Co-Founder / Artist
Flourish Festival / Motherhood (Fredericton, NB)
She/They
Penelope Stevens is a musician and industry professional based in Tracadie, NB. Penelope has worked with a variety of organizations such as Forward Music Group, The Cap, Music-Musique NB, Shivering Songs, and Flourish Festival, but is best known as 1/3 of avant-rock band Motherhood, and, more recently, as frontperson for Penny & the Pits. When not making or yapping about music, you can find Penny jogging with the world's cutest dog, Valentine, or making needlessly pretentious cocktail.
Rupert Hudson
Counsellor & Artist
(Vancouver, BC)
He/Him
Rupert Hudson (he/him) is a Vancouver-based therapist, songwriter, and front-person of the indie band Orchid Orchestra, working at the intersection of mental health, creativity, and neurodivergence. A Registered Clinical Counsellor (RCC) with a Master’s in Counselling Psychology from UBC, Rupert specializes in autism and ADHD, burnout, and creative identity work, using a blend of mindfulness-based therapy, Internal Family Systems (IFS-informed practice), somatic approaches, and expressive techniques. His clinical work includes supporting neurodivergent clients in navigating emotional regulation, rejection sensitivity, internalized ableism, and the systemic challenges of working in creative industries.
As a musician, Rupert has built a career that parallels and informs his therapeutic practice. With Orchid Orchestra, he has performed across Western Canada, released two EPs—with a debut album on the way—and earned national press, community-based festival bookings, and growing radio support. His songwriting explores themes of sensitivity, authenticity, and emotional resilience, mirroring the depth-oriented therapeutic work he does with clients and within artistic communities.
Rupert also has facilitated a therapy group for musicians and speaks regularly on the emotional realities of the arts sector. His work bridges mental health and the music industry, advocating for neurodivergent-affirming practices, sustainable creativity, and more humane artistic environments.
He is passionate about helping artists understand their nervous systems, honour their pacing, and build careers grounded not in burnout and hustle culture, but in self-knowledge, community, and emotional truth.
Showcase
Manitoba Music and Real Love Winnipeg present...
SWMM Showcase
Friday, January 23
The Handsome Daughter, 61 Sherbrook St, Winnipeg
Free / All Ages / Music at 7 PM
with
Show Pony / Mitchell Makoons / Neighbour Andy
Meet us at The Handsome Daughter for a free showcase right after the mixer featuring four stellar local acts, presented in partnership with Real Love Winnipeg as part of Winterruption, featuring the gutsy punk energy of Show Pony, roots/rocker Mitchell Makoons, and indie rock outfit Neighbour Andy, plus DJ Konjo spinning tunes throughout the niight!
** UPDATE: Spots for this event are gone! Please add yourself to the waiting list and we'll notify you if more become available! If you've RSVPed and aren't going to use your spot, please be sure to release it! **
Funders & Sponsors
Thank you to our funders and sponsors for making SWMM possible!
Funders
FACTOR, the Government of Canada and Canada’s private radio broadcasters
Prairies Economic Development Canada (PrairiesCan) through the Government of Canada
The Manitoba Government
Manitoba Film & Music
Welcome Mixer
Birthday Cake
Panels
Canadian Independent Music Association (CIMA)
Canadian Live Music Association (CLMA)
MMF Canada
Meetup
Women in Music Canada
Friends
3Common
AudioWorks
BreakOut West
Folk Music Canada
Winnipeg Folk Festival

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