M for Montreal will be in Toulouse from August 29 to 31 for the Rose Festival. In addition to launching promising careers, the Rose Festival’s Tremplin program offers emerging artists the opportunity to perform on the event’s rising talent stage.
As part of the third edition of Tremplin, which offers mentoring, support, and training for French artists, M for Montreal is collaborating with the Rose Festival to present two showcases featuring talented Francophone Canadian artists. On Friday, August 29 and Sunday, August 31, M for Montreal will present showcases by Canadian artists Aswell and Soraï, respectively, on the Visionnaire Stage.
DISCOVER THE ROSE FESTIVAL
M FOR MONTREAL ON THE ROAD: A MISSION FOCUSED ON EXPORT
Through our On the Road missions, we curate showcases at major events across North America and Europe to maximize visibility and growth opportunities for homegrown talent. The Rose Festival is one of the key stops in this mission—a strategic hub in southern France, where artists can build key relationships and take their careers to the next level.
M for Montreal works year-round to propel Quebec and Canadian artists and professionals onto the international stage. With a focused and flexible approach, we adapt to market needs and those of the artists we support by offering real export opportunities. Designed to “seal the deals,” we create the right conditions for local music to cross borders and connect with new audiences.
DISCOVER OUR ON THE ROAD MISSIONS
ARTIST SHOWCASES – PROGRAM
ASWELL
August 29, 4:45 PM – 5:15 PM
Visionnaire Stage
A phenomenon in the streaming world, Aswell has quickly become a key figure in Quebec rap. With his projects Solo (2021) and Banlieue (2024), he’s amassed over 55 million streams and earned a gold single for Leaving. Known for his melodic flows and introspective lyrics exploring love and existential emptiness, he blends emo rap, pop, and Québécois folk—commanding some of the province’s biggest stages.
SORAÏ
August 31, 2:45 PM – 3:15 PM
Visionnaire Stage
A queer multidisciplinary artist from Montreal (producer, rapper, singer), Soraï is known for her bold artistic identity, unique sound, and refined visual aesthetic. Her smart, erotically-charged lyrics and control over her creative process give her work a raw and compelling energy. Soraï fuses modern hip-hop with electronic sounds to create a vibrant, danceable world.
NETWORKING COCKTAIL
August 29, 6:00 PM – Bar Visionnaire
A networking cocktail for music industry professionals will also take place on August 29 at 6:00 PM at Bar Visionnaire (across from the Visionnaire Stage where the showcases will be held). More than 30 industry professionals will attend, including local, national, and European guests active in the festival scene, record labels, and talent agencies—especially those in urban music. This is the perfect moment for professionals to meet, exchange ideas, and build new connections.
WITH SUPPORT FROM OUR GOVERNMENT PARTNERS
We’d like to thank Musicaction for their support in making this event possible.
ABOUT THE ROSE FESTIVAL
The Rose Festival was born out of Bigflo and Oli’s desire to create a long-lasting, culturally rich festival in Toulouse. The idea simmered for years and finally became reality on September 2–3, 2022, when the first edition took place with around 20 concerts and cultural events—personally curated by Bigflo and Oli: “We chose them just because we vibed with them.”
That first year sold out completely and featured major artists like Damso, Paul Ka, Laylow, Bigflo & Oli, IAM, Ben Mazué, and many more.
The Rose Festival also includes a strong community component, with the creation of its Tremplin program and the Rose Association: “We really wanted to create our own association to bring culture to young people.”
The association has three main goals:
Support the artistic development of young talents
Facilitate cultural outreach and workshops with youth
Improve access to culture for marginalized audiences
ABOUT M FOR MONTREAL
20 Years of Musical Connections and Deals Sealed
Since 2005, M for Montreal has been a vital catalyst for emerging artists, helping launch both national and international careers. This year, we proudly celebrate our 20th edition with a special program. Over four days, more than 500 local and international music industry professionals will gather to discover showcases, attend inspiring conferences, and take part in strategic networking activities.
Let’s celebrate 20 years of spotlighting the music scene and positioning Montreal as a global hub for the music industry.
ON-SITE CONTACT
LORI ETHIER
Manager, International Strategic Alliances – International Development
lori@avalancheprod.com
