Lola Praku, Founder, Girl Connected
Photo by Patricia Recote.
Laura Plack is a heavyweight in the music industry. Unlike the artists she helped rise to fame (like French Montana, The Weeknd, A$AP Rocky, and Big Sean), her influence comes from behind the scenes, not on stage. A former music journalist and artist development standout, she most recently served as Vice President of Marketing at Geffen Records and was recently recognized for her work and contributions to the industry by Billboard Canada’s Women in Music. .
However, her start in business was anything but simple. She had mentors who were generous with her guidance, but she received little guidance on how to chart a path to success. She often got stuck trying to figure everything out on her own, falling into a trial-and-error system. While she’s grateful for her journey and all the lessons she’s learned along the way, she’s also determined to make things a little easier for the next generation of women who dream of working in music.
With this goal in mind, Plaku founded Girl Connected in 2020. Accepting up to 20 women per year, the program includes a comprehensive curriculum and successful candidates are paired with a mentor who provides advice, feedback, support and industry knowledge to help them reach their goals . Understand their goals and learn the ins and outs of the music business. Their roster of mentors includes an impressive roster of industry giants and celebrities. In addition, mentees participate in specially designed events and workshops, complete group and independent projects, and receive one-on-one mentoring from program organizers.
Previous speakers include award-winning artists like A$AP Ferg and Joey Badass, as well as LVRN co-founder Justice Biden, Roc Nation SVP Renee Santiago, Parkwood Entertainment A&R Mariel Gomerez (recently in Renaissance and Beyoncé’s Cowboy Carter), among others.
Since its launch, Girl Connected has gained support from brands such as Spotify, Amazon Music, WeWork, and Remy Martin. We also have an ongoing relationship with Puma, which provides gear to Girl Connected students entering and graduating from the program. In 2021 and 2022, we collaborated with athletic gear brands on the #SheMovesUs International Women’s Month campaign. In 2021, they also raised more than $22,000 for Jessie’s Center, a women’s shelter in Toronto. Girl Connected organizers say true alignment and purpose are at the forefront of every partnership.
Evolve in meaningful ways to meet the needs of your community
When the organization officially launched the program in early 2020, they envisioned a primarily in-person experience. However, due to the COVID-19 pandemic, we were forced to move our workshops, panel discussions, and mentoring meetings to Zoom.
“Shortly after we launched, we were hit by the pandemic and had to strategize how to effectively move our programming online, which came with its own set of pros and cons that we navigated through.” said Maria Juliana, Program Director at Girl Connected. “Ultimately, we were able to overcome many of these challenges through the power of our community and our deep commitment to executing our Girl Connected vision.”
Initially, the program was open only to applicants in Toronto, but the shift to online created an opportunity for applicants from other parts of Canada to participate. The program is currently only available to Canadians, but Prak and Juliana hope to expand to the United States in the future.
Girl Connected currently has between 500 and 1,000 registrations and receives more than 200 applications each year. When selecting participants for the program, organizers focus on how each applicant’s goals align with the focus of the year’s activities, Plak said.
“When we select mentees to join our program, we pay special attention to their goals, especially as we want to ensure that everyone has a seamless experience related to the program, events, conversations, and ultimately the projects they work on. Take note. Work on it,” Prak said. “We want everyone who completes our program to leave knowing they have allies they can trust. The community we build with each other is equally important.”
2022 Girl Cohort Cohort at Introductory Brunch
Photo by Manny Dark
For Prak and Juliana, it is essential to constantly evolve the Girl Connected program to keep up with the fast-paced nature of the industry and each new group that enters. They actively listen to the needs of their members and customize their curriculum accordingly.
“During our program, we meet one-on-one with each mentee to discuss projects, career and life advice, as well as provide suggestions to workshop speakers and connect with our network. They are encouraged to request connections with specific industry executives within the organization to ensure that we meet their unique desires outside of their mentorship,” Juliana said. . “This has been steadily strengthened and that’s why our program is so effective.”
We also conduct exit interviews to understand how we can improve. Feedback received from participants will be actively incorporated into future programs and curricula.
Take a holistic approach to professional and personal success
Working in the music industry may be glamorous, but the ugly truth is that it’s not necessarily a safe place for women to be physically, mentally, or financially. And Plaku is determined to make sure every student who graduates from Girl Connected is ready to face those challenges.
She and other organizers conduct regular check-ins to assess how students and alumni are feeling and how they are coping with the demands of their roles. In one particular group, members were interested in how to address the reality of pay transparency. They wanted to know how to set an appropriate monetary value for their work and ensure they received fair compensation. Plaku says her team spends time with each member to assess their portfolio and provide guidance on how to navigate difficult conversations.
Girl Connected graduates have experienced incredible career growth. Tameesha Holder, who joined the program in 2020 as Event Curator, is currently Head of Production and Experiences at ColorsXStudios. Camryn McKay worked in brand partnerships at a Toronto agency and is currently the general manager of a U.S.-based record label. Vanessa Hoffer has grown significantly in her role at Live Nation and now serves as Senior Manager of Artist Services for Canada. These women are just a few of the many Girl Connected alumni who are making waves in the industry.
But according to Plack, these professional accomplishments are just part of what makes her job at Girl Connected so fulfilling. The other is witnessing students and alumni grow in their personal lives and confidently walk into a room.
Plaque grew up in the music industry, so he understands how difficult it is to stay true to yourself. She’s happy to know that Girl Connected is empowering the next generation of women in the music industry to do just that.
Registration for Girl Connected’s 2025 enrollment is now open.
