The #MonsterArtist Development (MAD) Program by monstrARTity has, since 2017, supported emerging South Asian artists in Canada. The program, now known as #MonsterMasterclass, was designed to equip emerging diverse artists with the business, branding, marketing and entrepreneurial skills needed to build sustainable international careers.
When the Industry Paused, Artist Development Didn’t
In 2020, artists’ challenges were amplified by the COVID-19 pandemic, as live performances disappeared and opportunities across the music industry stalled almost overnight. The question became: How do we continue to support, elevate, and professionalize emerging artists — even when the industry shuts down?
Turning workshops fully online, we ensured continued professional development and support in a year of widespread industry shutdown.
Developed alongside the #BollywoodMonster Mashup Festival, Canada’s largest South Asian festival, the MAD program kept connecting artists, giving them mentorship, industry knowledge and marketing tools to boost their visibility.
Designing an Artist Development Ecosystem
The artists curated for MAD were talented, locally based performers from the Greater Toronto Area, often working with limited budgets, low visibility, and little access to industry knowledge or gatekeepers.
The 2020 edition brought together 13 artist groups across Mississauga and Brampton, Ontario, Canada. The MAD 2020 program consisted of:
- 3 live workshops combining teaching, mentoring, interviews, and networking
- 1:1 and group mentoring sessions
- Industry expert panels featuring professional artists and creative leaders
- One unique documentary-style promotional video for each group
- A strong focus on entrepreneurship, branding, and audience development
The program was curated to function as a development ecosystem rather than a single training initiative, supporting artists across branding, career planning, and industry readiness. We combined creative development with entrepreneurship, industry insight, and strategic exposure to help artists move from practice to sustainable careers.
“It has helped develop me as an artist and given me platforms to perform, engage new audiences, and build my career.”
— Wali Shah, Poet, Musician & Motivational Speaker (Mississauga, Ontario, Canada)
Teaching Artists How to Be Heard
A core component of the program focused on professional positioning and marketing. I contributed, as one of four keynote experts, with the keynote ‘LOUDNESS — Curating and Building Talent in Europe vs. North America’, addressing how artists can present themselves when applying for festivals, pitching to promoters and radio, and building visibility across markets.
(#MonsterArtist Development program, 2020)
Keynote speakers included:
Krystal Kiran from House of Kiran
“The Triple Load of 3rd Culture Kids: Building & Cultivating a Multi-Disiplinary Performing Arts Career as a South Asian-Canadian Artist“
Krystal is a multidisciplinary dancer, singer, actor, and choreographer exploring identity, belonging, and cultural reconciliation.
Trained in Western dance forms alongside Kathak and Hindustani classical voice, she made her Broadway debut at 19 years old as the youngest South Asian woman to do so.
She has toured internationally with A. R. Rahman and is dedicated to expanding access to arts education for marginalized communities.
Heine Nielsen @ Sound of Innovation
“‘Loudness’ – Curating and Building Talent in Europe vs. North America“
Heine Nielsen is a music industry professional with more than 10 years of experience under his belt from working with partners and artists worldwide.
As an entrepreneur, Heine has built a record label, a radio promotion company, and achieved multi-national radio and TV coverage in Europe in building a roster of pop artists.
Now, he’s curating artists for Canada’s largest South Asian festival, as well as building and growing a Canadian-based record label with a roster of international marginalized artists.
Heine’s global outreach and collaborative approach is the essence of his work – whether it is with Grammy award-winning producers or Canadian, Danish and Indian artists.
Demetrius Nath @ antiskeptic entertainment
“How to Successfully Market Yourself — And What to Avoid”
Owner of antiskeptic entertainment, Demetus Nath has led countless marketing & promotions campaigns for music (Arkells, The Sheepdogs, Tokyo Police Club), film (Bon Jovi, Jeff Dunham, Twilight), brands (Junos, Simon & Schuster, Yogen Fruz) & events (Edgefest, Polaris Awards, Virgin Festival, WayHome).
He is also the founder of the not-for-profit initiative Mississauga Music, curating & organizing Mississauga Music Awards & Week working alongside community partners such as the City of Mississauga, Living Arts Centre & Mississauga Arts Council. During his spare time, he is the singer-songwriter & front man in the hard rock band MAYBE MAY.
Danny Harvey @ City of Brampton
“Programming Performing Arts – The Business of Programming in an Intercultural City”
Danny Harvey has been a performing arts professional for the past 19 years. Currently functioning as Atistic Programming Coordinator for the Rose Theatre Brampton, Danny curates the theatre’s presenting series.
Danny has been a performer and artistic director on amateur and professional stages for the past 19 years having directed some 30 plays and musicals. Recently Danny had the honour of adjudicating the National Theatre School.
Impact and Legacy – Turning Talent into Trajectory
The MAD program builds on a strong artistic legacy where South Asian artists in Canada have boost their careers and presence. Past artists include:
- Jonita Gandhi – Mirchi Music Award winner, Mirchi Music Award for Critics’ Choice winner (upcoming female vocalist), 2020; Voice of “The Breakup Song” (Ae Dil Hai Mushkil)
- Aakanksha Sharma – Mirchi Music Award, Critics’ Choice (Upcoming Female Vocalist)
- Abhilasha Chellam – Winner, Sa Re Ga Ma Pa Marathi (Zee Marathi), 2009
- Bishakh Jyoti – Mirchi Award nominee (Best Director), 2015
- Sanchari Bose – National Scholarship recipient for Indian classical music (NCRT)
By combining monstratity’s programs having MAD artists also perform at another of the organization’s programs, #BollywoodMonster Mashup – Canada’s largest South Asian festival with well over 40,000 guests yearly – we are giving the artists the best options for growth and recognition.
“We started with 300 followers — now we have over 4,000.”
— Asad Khan, Musician, R&B United Band (Mississauga, Ontario, Canada)
Read more…
#MonsterArtist Development, currently #MonsterMasterclass, is produced by monstrARTity, an award-winning, Mississauga-based incorporated not-for-profit organization filling systemic cultural and economic gaps in underserved diverse communities via festivals, interactive workshops for youth & seniors, artist mentorship and youth employment programs. This FREE, massive, multi-day festival showcases international Bollywood stars, spectacular Canadian musicians & dancers, hands-on crafts & heritage activities, food & shopping, comedy, VIP experiences and more!
See also this featured project from within the same organization…