Sound Waves Music Meeting

January 23 - 25, 2025
The Forks Event Space, Winnipeg

Get ready to dive into your music career at Sound Waves Music Meeting (SWMM)!

Running January 23 - 25 at The Forks event space in Winnipeg, SWMM features masterclasses, mentor sessions, panels, networking, and an industry showcase. This year, we’re focusing on live music including concrete advice on booking shows and festivals, touring logistics, promotion, local venues, SOCAN, artist Identity and branding, and more… stay tuned for announcements about mentors!

Now on its third edition, SWMM is an opportunity for the local music community to learn from a cross-section of experts, mentors, and peers, build new connections, and share experiences.

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.

Mentors & Delegates

Akeem Herbert, Red Music Rising
Alison Perdue, Wednesday Management
Brendan McCarney, Double Denim Mgmt / Paper Bag Records
Brenton Thorvaldson, Indigenous Music Office
Claire Boué, SOCAN
DijahSB, Recording Artist
Element Everest-Blanks, HYFIN / Radio Milwaukee
Jen Doerksen, Signal Noise Music 
Katie Goodfellow, Katie Goodfellow Styling
Lara Supan, Midwood Entertainment
Luther Mallory, Destroy the Stage
Paco Barba, Grupo Indie Rocks
Paul Biro, Sakamoto Agency
Sage McBride, Midnight Agency
Samira Wacker, DQ Agency
Tobi Parks, xBK Live / D Tour / NIVA

Registration

Early bird registration only until January 10: $25 plus fees for members, $50 plus fees for non-members

General Registration: $35 plus fees for Manitoba Music members, $60 plus fees for non-members

Pay what you can is also available to Manitoba Music members

Register for Sound Waves Music Meeting

 

Schedule

Schedule subject to change without notice

Thursday, January 23


10:00 AM | Registration

10:15 AM | Welcome to SWMM / Welcome Ceremony

11:15 AM | Breaking Through: Artist & Release Promotion
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.

Speakers: Akeem Herbert, Brendan McCarney, Alison Perdue, Element Everest-Blanks

12:30 PM | Hit the Road: Planning Your Tour
One of the best things about touring is… that life on the road is often unpredictable. One of the worst things about touring is… that life on the road is often unpredictable. We’ve asked our panel to wade into the deep end of touring including  planning, budgeting, and logistics to help your next tour go SWIMMingly.

Speakers: Brenton Thorvaldson, Claire Boué, DijahSB, Sage McBride 

2:00 PM | Tour Like a Booking Agent
Have you ever tried to book a tour for your or your band and thought to yourself…  “I wonder how a professional booking agent would have done this?!” Well, we had the same thought and decided to ask some of ‘em! You're welcome.

Speakers: Jeremy Giacomin, Lara Supan, Paul Biro, Samira Wacker 

3:15 PM | Legal Ease: Understanding Contracts & Music Law Basics
You can save yourself a lot of headache if you make sure your Ts are crossed. So in this session, we’ll explore the intriguing and often intimidating world of music law. We’ll look at performance agreements, contracts, tech riders, and other legal concepts fundamental to any career in professional music.

Speakers: Tobi Parks

4:30 PM | MusicWorks Asset Builder

Speakers: DJ Cline, Element Everest-Blanks, Katie Goodfellow, Matt Horseman, Sage McBride

5:00 PM | Mixer

We’ll end SWMM day one with a casual mixer. Join us for some snacks and beverages, and connect with your fellow SWMMers and mentors!

Friday, January 24


10:15 AM | Load In: Live Event Production
From advancing to stage design to to green room etiquette, it takes a team to make a smooth and impactful live show. But how can you afloat if you’re a team of one? What things do you need for a technically sound and artistically memorable concert? We’re tagging in our SWMM coaches to find out!

Speakers: Alison Perdue, Joel Waldie, Paco Barba, Ruben Ramalheiro

11:30 PM | SOCAN 101
SOCAN is an invaluable resource for the Canadian music industry, but not everyone knows the many different things they do and all the ways that they can help your musical career grow. Join us for  a SOCAN deep dive.

Speaker: Claire Boué

1:00 PM | These Are the Venues in Your Neighborhood
Local venues are the beating heat of the music industry and bring together artists, fans, promoters, agents, and more to create incredible experiences.  How much do you actually know about how they create and work? We’re pooling different perspectives together to talk about all the venues in our neighbourhoods.

Speakers: Chris Wilson, Cory Thomas, Jessa Johnson, Lara Supan, Tobi Parks

2:15 PM | Booking the Big Stage: Festival & Event Booking
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.

Speakers: Paco Barba, Paul Biro, Samira Wacker

3:30 PM | Event / Tour Promotion
Promoting your event to potential fans nowadays can be harder than ever. Concert goers are constantly bombarded by ads to check out the latest and greatest batch of upcoming events. When you’re competing for attention, it’s important for artists and promoters to invest their time, energy, and resources effectively. How do you brand and promote your event so it cuts through the noise? Come for a SWMM and find out!

Speakers: Brendan McCarney, Element Everest-Blanks, Samira Wacker

5:30 PM | 3Common Mixer at The Handsome Daughter

Meet us at The Handsome Daughter for a casual mixer presented by our friends at 3Common. We'll bring the snacks! 

7:00 PM  | SWMM Showcase at The Handsome Daughter

Come for the mixer, stay for the showcase featuring four stellar local acts, presented in partnership with Real Love Winnipeg as part of Winterruption. Red River Metis country singer/songwriter Brandi Vezina, indie folk act Sam Singer, indie pop rockers sundayclub, and Afrodiem artist and producer TOMMYPHYLL will take the stage.

Saturday, January 25


10:00 AM | Morning SWMM Speed Meetings
Start your weekend 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 mentors! (And don’t forget to check out their bios in advance.)

11:45 PM | Dress Rehearsal: Wardrobe Styling for Musicians
Join professional stylist Katie Goodfellow for an in-depth look behind the curtain into the thoughts, decisions, and reasoning that she uses to inform the styling choices she makes with  her clients. In this “ask me anything” style workshop participants will get to learn how and why certain clothing choices serve different goals for the artists. As well, gain a few tips on how  artists can use effective style choices to support their live performance and creative process.

Speaker: Katie Goodfellow

1:00 PM | Destroy the Stage Panel    
Don’t miss Luther Mallory's two-hour, high-energy coaching seminar—drawing on over a decade of experience as a performance coach, including with the Juno Master Class program—designed to help artists break through mental barriers, take bigger expressive risks, and connect more deeply with their art and their audience.

Speaker: Luther Mallory

3:00 PM | Feedback Town Hall
We’ll end our final day of SWMM programming with a special edition of our monthly mentorship mixer. Join us for some snacks and beverages, and a chance to share your feedback with your fellow SWMMers and mentors!

8:00 PM | Official SWMM After Party

Soul Supreme and Winterruption are teaming up to host the official SWMM after party featuring live music, DJs, and more. Join us!

 

Meet the Mentors

Akeem Herbert
Artist Manager / A&R
Red Music Rising

Akeem Herbert is an Artist Manager and A&R from Toronto, who has had a passion for music and the arts from an early age, playing multiple instruments throughout his childhood. Studying at Recording Arts Canada in their Audio Engineering & Sound Recording program, Akeem was given the opportunity to get firsthand experience on the ins and outs of how to make a great record, and a deep understanding and love for the Music Industry as a whole. As an independent artist manager and A&R, he has worked directly with notable Juno nominated Canadian talents, as well as worked alongside some of the biggest American Hip Hop talents. Having a keen ear for emerging talent and an all or nothing attitude towards his work, has proven to be the driving force to his success.

www.redmusicrising.ca

Alison Perdue
Day-to-Day Manager
Wednesday Management

Alison Perdue specializes in artist management, project coordination, and marketing strategies. A graduate of Toronto Metropolitan University in Creative Industries (Music Business & Accounting), she has gained valuable experience through internships with UTA, Paradigm Talent Agency, and LoyalT Management, as well as through a previous role as Project Coordinator at 604 Records/Light Organ Records.

Currently, Alison serves as a Day-to-Day Manager at Wednesday Management, working closely with The Beaches, Alex Porat, and Montreal-based producer Connor Seidel. In this role, she oversees daily operations, contributes to the development of release strategies, and creates impactful social media campaigns that enhance artist visibility and fan engagement.

www.wednesdaymgmt.com

Brendan McCarney
Label Manager
Paper Bag Records

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.

www.paperbagrecords.com

Claire Boué
Bilingual Administrative Coordinator
SOCAN

Claire Boué is the Bilingual Administrative Coordinator for SOCAN’s Creative Team. With over five years of experience in arts administration, her career spans roles in public and commercial galleries in Toronto, to the Music Department at the Ontario Arts Council, and her current position at SOCAN, which she joined in 2021.

For the past three years, Claire has supported SOCAN members through initiatives such as SOCAN 101 seminars and Song Camp Monday writing sessions. She also oversees the management of SOCAN’s two Houses in Los Angeles and Nashville.

Fully bilingual in French and English, Claire is passionate about exploring the intersections of music and culture.

www.socan.com

DijahSB
Recording Artist

Rapper, singer, Internet sensation DijahSB is a Black non-binary artist rapping their way through hope, heartbreak, and breakthroughs. Their fascination with the unguarded creative processes of their influences Kid Cudi and Lupe Fiasco birthed a desire to express themselves freely and unapologetically unique. 

From Brazil, Australia, the US and the UK, they’ve amassed a cult following of creatives and fans who religiously followed their Twitter account, that gives an unfiltered look at their life and opinions on various subjects; from sports takes, to political stances, along with a view into the world of an everyday artist trying to be heard, facing trials and tribulations head on. 

Over the years, Dijah has released EP’s, LPs and Mixtapes. In 2021, they released the critically acclaimed album Head Above the Waters, a Kaleidoscope of lyricism, honesty, and a clear vision of the successes to come, earning them increased attention from the industry, their peers and the 2021 Shortlist of the Polaris Prize, Internationally recognized and one of the top coveted awards for songwriters in Canada. 

Dijahs’ third LP The Flower That Knew tells their arc of wins and loses during their career from the perspective of a flower. Accompanied by their long-term collaborators Harrison, Cheap Limousine, and Veggi Beats, Dijah flows over soulful, bright beats with ease and purpose. The lesson is clear: through harsh storms, rough soil, snow or rain might come its way, a flower knows that it’s all part of the process of growth. “Even before I grew into the person I was, I knew I would be destined to bloom.” With every release, Dijah moves closer to their dream of living comfortably, happily and being a voice for the LGBTQ+ community.

www.instagram.com/dijahsb

Element Everest-Blanks
HYFIN / Radio Milwaukee

A veteran of the local music scene, Element Everest-Blanks is best known as a member of former Milwaukee Hip-Hop group Black Elephant.  In 2002, Element wrote and performed a song that appeared on the soundtrack and in motion picture “Deliver Us from Eva,” featuring LL Cool J and Gabrielle Union. She was also signed to the prestigious Ford Modeling agency and voiced television and radio spots for McDonald’s national 365 black campaign. In 2010 Element began crafting songs for NBA and NFL teams. She graced the cover of numerous magazines, and her music has also appeared on MTV.

Everest-Blanks was part of 88.9FM’s original on-air cohort of DJs when the station launched in 2007. She returned to the station as an on-air host in September 2021. In February 2021, she stepped into her new role as Music Director, making her the first Black woman in this role for the NPR station. On-Air Host and brand ambassador with HYFIN. Everest-Blanks leads their ""Latest 1st Afternoon Drive."" Everest-Blanks is also HYFIN’s brand ambassador working to create on-air and online content and build relationships within the community. 

With the launch of her new position as Music Director, Everest-Blanks launched a new social media series called HYFIN Verified. This series highlights urban alternative music artist that will and are creating a new sound outside of what the music industry has pushed on triple A radio. HYFIN Verified was designed to shake up the industry by highlighting artist that don’t fit neatly into any box. Most recently Everest- Blanks launched a new NPR Music Sunday specialty show " Mic Drop Moments."

https://hyfin.org

Katie Goodfellow
Wardrobe Stylist and Costume Designer for Musicians, Artists, and Entertainers

Katie Goodfellow is a Wardrobe Stylist and Costume Designer for Musicians, Artists, and Entertainers while also working simultaneously in the commercial and film world. Her work has been featured in Billboard, Teen Vogue, FASHION Magazine, and ELLE Canada etc. Katie has designed looks for clients on international music tours (Valley, Scott Helman, Elio), as well as a TV series airing on Canadian television networks such as TFO. Katie is also working on her custom knitwear line that will be available for purchase in 2025.

www.instagram.com/k_goodfellow

Lara Supan
Head of the Agency Division
Midwood Entertainment

Lara started her career in the live music business as a performance artist herself. She went on to co-found and launch the crowdsourcing and crowdfunding platform, RoadNation. She moved on from RoadNation to co-found a boutique booking agency, Mile One, in 2015. In 2019, she joined forces with Jim Fleming at Fleming Artists and became Vice President of the company in 2020. In 2023, she accepted the position of Head of the Agency Division at Midwood Entertainment and currently represents artists such as Carsie Blanton, Crys Matthews, Susan Werner, Ordinary Elephant, Jonatha Brooke, Aleksi Campagne, Kellie Loder (US only) and others.

 

www.midwoodentertainment.com

Luther Mallory
Artist Performance Coach
Destroy the Stage

Luther Mallory is an Artist Performance Coach, Keynote Speaker and Music Artist. He is an expert in teaching Stage Presence to Performing Artists and Business Professionals. His focus is on the psychological barriers holding people back from accessing their most fearless and confident selves on stage. 

Luther is the Performance Coach for two of Canada’s most acclaimed music artist development programs - The JUNO Masterclass and CMI’s Artist Entrepreneur Programs in Toronto and Calgary.

Over the last decade, Luther has coached over 1000+ artists including JUNO Award and Polaris Prize winners, major label and independent artists of every genre, and more than 50 artists that have since achieved 1 million+ Spotify streams.

www.luthermallory.com/destroythestageseminar

Paco Barba
Artistic Director
Grupo Indie Rocks!

Paco Barba, born in Mexico City in 1981, is a graphic designer from Columbia College in Chicago, IL. During his remarkable tenure as digital marketing director at Thrill Jockey Records from 2005 to 2013, Paco left an indelible mark on the label's extensive catalog, contributing to over 40 titles. His role in promoting the label and facilitating artistic exchanges between Chicago and Latin America further enriched the cultural landscape.

Paco's exceptional talent has garnered him numerous awards and recognition. His visionary projects, such as "Close to There/Perto de Lá" (2018) between Chicago and Salvador, Brazil as well as "Elastic Arts: An Improvised Music Exchange Between Mexico City and Chicago" (2019), received support from the esteemed MacArthur Foundation International Connections Fund. His curatorial practices in printed books were honored at the Tokyo Art Book Fair in 2019, and he received a prestigious Curatorial Fellowship at the Experimental Sound Studio in Chicago, IL, USA in 2017.

As the artistic director of Grupo Indie Rocks! since 2015, Paco continues to make a profound impact on not only helping artists to find their way in the territory, but presenting over 430 captivating performances at renowned venues and festivals in Mexico City, including Festival Hipnosis, Festival Aural, Festival del Centro Historico de la Ciudad de Mexico, Lampo, Semana IR!, and the recent addition of the Pitchfork Music Festival in Mexico City. Paco's unwavering commitment to showcasing exceptional artistry continues to shape and elevate the cultural landscape, providing unforgettable experiences for audiences.

htto://www.instagram.com/_pacobarba

Paul Biro
Operating Partner and President
Sakamoto Agency

Operating Partner and President, responsible for day to day management and operation of the company, as well as artist touring and development as Senior Agent. He’s a four-time winner of the Ron Sakamoto Talent Buyer of the Year Award at Canadian Country Music Awards and has played a major role in developing breakout bands and artists like 2x Gold Artists The Washboard Union, Double Platinum Artist Aaron Goodvin, and break out artist Hailey Bendict, booking touring dates across Canada, the US and Europe. Paul continues to book a well-rounded roster of both established and up and coming artists. Paul and his team have also launched three new divisions to Sakamoto Agency. A radio and digital promotion company called GPS Promotion and management arm called GPS Artist Management, in partnership with GrassRoots Promotion in Nashville, and a record label called Sakamoto Music, distributed by the good folks at Warner Music Canada.

As well as representing roster artists with Sakamoto Agency, which has won the Booking Agency of the Year Award at the CCMA’s three times from 2020-2022, Paul programs several major events across Canada as a senior entertainment buyer, and promotes his own shows and tours regionally. Acting as programmer or buyer, Paul has delivered artists from Willie Nelson to KISS to Tom Cochrane, and he continues to invest in relationships with artists, managers, and agencies from around the world. His focus on nurturing relationships has allowed him to build a solid foundation in the global music industry working with both domestic and international artists in the form of booking, promoting and management. Over the years Paul has worked as an agent with Patricia Conroy, Rick Tippe, Gord Bamford, Aaron Pritchett, Johnny Reid and countless others, he is passionate about art and believes strongly in the amazing talent of Canadian artists

www.sakamotoagency.com

Sage McBride
Booking Agent / Musician / Grant Writer/Coach
Midnight Agency

Sage McBride is a Canadian booking agent, musician, and grant writer/coach who blends artistry, strategic management, and advocacy. Based in Fernie, BC, Sage is a booking agent at Midnight Agency, where she plays a pivotal role in expanding opportunities for artists across North America. Her keen understanding of the live music industry, combined with her own experience as a touring artist, allows her to develop tailored strategies that connect artists with audiences and drive career growth.

Sage is also a member and managing partner of the acclaimed alternative folk-rock band Shred Kelly. Her work with the band has contributed to their national and international success, offering her invaluable insight into the needs of artists navigating the modern music landscape.

As the co-founder of Saem House Creative, Sage has secured crucial funding for artists through successful grant applications to organizations such as Amplify BC, FACTOR, Radio Starmaker, and Music BC. Her ability to translate creative visions into actionable plans has helped artists overcome financial barriers and realize their potential.

In addition, Sage serves as a grant coach for Creative BC, where she mentors emerging artists and fosters the growth of vibrant local music ecosystems. A passionate advocate for smaller communities, she actively works to create opportunities that support sustainable touring and enhance the accessibility of live music.

www.midnightagency.com

Tobi Parks
xBx / National Independent Venue Association (NIVA) / D Tour

Tobi Parks is an entertainment and intellectual property attorney, owner of xBk, a Des Moines-based music venue, Board Vice President for the National Independent Venue Foundation, the 501(c)(3) arm of the National Independent Venue Association (NIVA), and a founding member of D Tour, a national collective of independent promoters.  She has worked in the Business and Legal Affairs division of Sony Music for a number of years as an attorney and Director of Copyright for Sony's Columbia Records, Epic Records, and RCA Records.  She holds a Bachelor of Arts in Mass Communications and a Master of Arts in Media Literacy from Webster University in St. Louis and a Juris Doctor degree from Drake University Law School.

 

www.xbklive.com