The definition of our collective is a group of entities that share or are motivated by at least one common issue or interest, or work together to achieve a common objective.
We are a group of individuals who have been travelling, working, and sharing our goals for years and have decided now to make it a reality and available on a global level for others to access the professionals as we do in our circle of professionals.
We All Need Help Finding The Path Leading Forward.
This initiative has unprecedented reach across all media and mediums, breaking through the barriers to ensure your needs are seen and heard.”
This Is What We Do
THE COLLECTIVES
SANDY GRAHAM
Strategist, Entrepreneu * Journalist * Editor, Choreographer * Radio Host * Event Producer.
Sandy Graham currently splits her time between appearing globally on panels in various countries, focusing on awareness of equality, ageism, mentoring and mental wellness.
Sandy’s tireless fight for gender equality and ageism has garnered her The King Charles 11 Coronation Medal 2025, a prestigious award for a long and historied career in the music industry.
Sandy’s career began as the second female Music Director in radio in Canadian history, as well as one of the first women to be hired to work as a National Promotion Representative at RCA Records.
She has owned various music venues in her career, including the Legendary Horseshoe Tavern and Route 66 and produced shows for The Tall Ships, Starlight Foundation, Toronto Blue Jays Baseball Club, Variety Village, Earth Day 2021 with Tom Jackson.
Also a certified choreographer, Sandy worked with Atlantis Films as a dance instructor and choreographer (Robocop, Almost Grown, Maniac Mansions-SCTV, David Chase/Sopranos, Joe Flaherty) and continues to teach dance to this day.
Still active in the mentoring part of her career, she is one of the forces behind EMG Collectives, working with a global network to focus on promoting and providing strategies and guidance to legendary and indie artists.
The years of working with Malin Osth and Jonas Tancred (Bara Jonson and Free, Lilla By Festivalen) has now grown into a partnership resulting in a performance stage named the Canada Barn at Lilla By Festivalen. This has now resulted in the newest musical journey with the launching of “North2North – The Artist Gateway Between Canada and Sweden” project, with an artist competition which will result in artists travelling for performances in both countries in 2026.
“I am so humbled to now embark on yet another musical journey, this time working with such a team of experts at EMG Collectives, where we feel this is “The Team That Makes The Dream Happen.”
MALIN ÖSTH
Malin Östh has been part of the music industry for decades, as a performer, producer, and co-founder of Lilla By Festivalen, a hybrid family festival now entering its sixth year.
She began performing and touring at the age of 18 and has never stopped since. In addition to leading her own jazz band, Malin Östh Band, which has been active for more than eight years, Malin is also one half of the award-winning duo Bara Jonson and Free (BjF) together with Jonas Tancred. The duo has released three full-length albums, two of them on vinyl and developed their own genre, Crockpop.
BjF has performed internationally, including at MIDEM, Summerfest’s Uline Warehouse stage, and during Indie Week Toronto, where they were nominated for Best Emerging Artist in 2019. They were also selected as INES Talent in both 2020 and 2021.
Malin has been instrumental in building cultural bridges between Sweden and Canada, a collaboration that has continued to grow through the creation of Lilla By Festivalen in her hometown of Rinkaby. Since 2021, the festival has evolved into a hybrid event; part festival, part industry showcase, featuring international artists and panels. In 2023, the team expanded its initiatives with Kristianstad Music Days and the creation of Kanadaladan (The Canadian Barn), a permanent event/festival venue that celebrates the Swedish-Canadian connection.
Beyond performance and production, Malin brings extensive experience in logistics, planning, artist development, and creative project management. Through EMG Collectives, she continues to support artists and creative professionals in realizing their visions.
“Being an artist myself, I understand the complexity of creativity and the importance of having a strong team to make it happen. I’m honored to be part of EMG Collectives, helping turn dreams into reality.”
JONAS TANCRED
Jonas Tancred has been part of the music industry for decades as a performer, producer and co-founder of Lilla By Festivalen, a growing cultural event in southern Sweden that combines community, sustainability and international collaboration.
As one half of the internationally touring duo Bara Jonson and Free together with Malin Östh, Jonas has performed on major stages including MIDEM in Cannes, Summerfest’s Uline Warehouse Stage in Milwaukee, and Indie Week Toronto, where the duo was nominated for Best Emerging Artist in 2019.
Bara Jonson and Free has released three full-length albums, two of them on vinyl, and created their own genre, “Crockpop,” blending heartfelt storytelling with an energetic and cinematic sound.
Recognized by The Atlantic as a pioneer in digital performance, Jonas has long been exploring new ways of connecting technology and creativity to expand what independent music can be.
Before fully dedicating himself to music, he worked as CEO and senior recruiter in executive search, experience that honed his ability to recognize leadership, authenticity and creative potential, qualities that now guide his work as mentor and adjudicator.
Through Lilla By Festivalen and EMG Collectives Jonas continues to build bridges between artists and audiences, helping others find their voice and create sustainable paths in today’s music landscape.
“Having worked both in business and in music, I know how vital teamwork and trust are to turning ideas into something real. I’m proud to be part of EMG Collectives, where passion and collaboration create true opportunities for artists.”
If You Want To Know More,
Feel Free To Contact Us
Send Your E-mail to: info@emgcollectives.com
