Rethinking the North American Music Market

Michaël Bardier, Paco Barba, Marit Posch (Mod.)

In the European music industry, North America is still often treated as synonymous with the United States. Yet Canada and, in particular, Mexico have long been more than simply alternatives to the US market. Both are increasingly establishing themselves as independent gateways to North America and are regarded by labels, bookers, and music industry professionals as important indicators of developments in the United States. Success in either market often creates the conditions for taking the next step.

Mexico is home to one of the world’s most dynamic independent music scenes, supported by a growing infrastructure of clubs, festivals, and independent organisations. Canada, meanwhile, has long demonstrated how sustainable public funding can foster international careers, with cities such as Montréal becoming key hubs within the global music network.

Michaël Bardier and Paco Barba take a closer look at these developments and explore the realistic opportunities they present for European artists. Moderated by Marit Posch, the conversation examines emerging markets, local particularities, and how North America can be understood beyond familiar narratives.

Michaël Bardier is a booker, manager, curator, and cultural worker based in Montréal. Through his agency Heavy Trip, he represents artists working across experimental music, ambient, jazz, electronic music, and contemporary composition, developing international tours as well as site-specific cultural projects. As Artistic Director of OK LÀ Festival, he works at the intersection of music, institutions, and audiences, and is regarded as one of the key connectors within Canada’s independent music scene.

Paco Barba is a curator, graphic designer, and cultural manager based in Mexico City. After working with Thrill Jockey Records in Chicago and Centro Cultural São Paulo, he now serves as Deputy CEO of Grupo Indie Rocks!, where he plays a leading role in shaping Mexico’s independent music landscape. He oversees the artistic direction of venues, concert series, and festivals including Hipnosis and Pitchfork Music Festival CDMX, and has long been committed to fostering international collaborations and exchange between the music scenes of North and Latin America.

Marit Posch is one of the leading figures in Germany’s independent music industry. As General Manager Germany at the international distribution company IDOL, she combines digital distribution strategies with international label management. Previously, she co-founded Monkeytown Records with Modeselektor, where she was responsible for label management, marketing, publishing, and artist relations for many years. She is also a co-founder of Hyper Culture and Parenthood in Music and serves on the board of VUT, where she is committed to the continued development of the independent music sector.