The Business of Music: Celebrating 10 Years
Music & Tech Conference & Showcase Festival
October 14-17, 2025
Mondo.NYC Speaker
Catonia Whalen
Senior Director Global Sales & Retail Marketing, The Orchard
Catonia Whalen is a Canadian-born, New York-based executive, currently serving as the Senior Director of Global Sales & Retail Marketing at The Orchard, the largest independent distribution and label services company. She has been with The Orchard for over 12 years, significantly contributing to the company's growth. In her role, she oversees global DSP release strategies for distributed labels and direct artist services signings, working with artists like Peso Pluma, RAYE, Caroline Polachek, Jorja Smith and many others. Catonia's extensive career spans positions in international marketing at Koch Records (now MNRK), Capitol Records, Universal Music Canada, and Warner Music Canada. She has collaborated with a diverse array of artists, including the Beastie Boys, Tom Jones, Snoop Dogg, Rosanne Cash, Sloan, Ben Harper and Slash.
Mondo 2024 Panels
Building New Music Economies: Restoring the Value of Music
Tuesday, October 15, 2024, 2:00 PM
The music industry is undergoing a dramatic transformation driven by empowered fans who are no longer passive consumers but active participants in the music ecosystem. Nowhere is this shift more apparent than in the world of K-pop, where fans have become collaborators and co-creators, driving unprecedented engagement and revenue for artists. This panel will explore what the broader music industry can learn from K-pop’s model of fan empowerment, the resurgence of physical media formats, and the innovative use of emerging technologies.
From KiTbetter’s hybrid music formats to new fan-funded revenue models, we’ll discuss how artists, brands, and retailers are collaborating to create deeper, more meaningful connections with their audiences. Whether you’re an artist, marketer or brand looking to harness the power of fandom, this session will offer essential insights into the future of music, entertainment and consumer value.