Recognized as a Rising Star in Quebec’s music industry by Grenier aux Nouvelles, Lori Ethier is a powerhouse in international music development. After five years at the helm of Kartel Musik—where she drove the label’s growth across Canada and expanded into France, Australia, the United States, and the United Kingdom—she now steps onto a bigger stage as Head of International Strategic Alliances for M for Montreal, the province’s most influential music festival and conference. In her new role, Lori drives the festival’s global strategy by forging strategic partnerships with international music export offices and key industry stakeholders. She curates the selection of international delegates attending M for Montreal, designs forward-thinking panels, and leads high-impact initiatives that foster cross-border collaborations connecting artists, industry leaders, and new markets worldwide.

At Kartel Musik, her strategic vision and hands-on leadership delivered tangible results: award-winning concert productions, innovative album release strategies, and two Félix Awards for Country Album of the Year and Show of the Year. With a proven track record of turning creative ideas into global opportunities, Lori continues to redefine how Quebec music resonates on the world stage.