Michelle Allman-Esdaille (The HOOK & Company)
Michelle Allman-Esdaille is a Canadian music industry executive, sync strategist, and founder of The HOOK & Company, The HOOK Sync Group, and Sustainable Creative Living (SCL)—a multi-platform ecosystem dedicated to sync licensing, artist development, and creative industry infrastructure.
As the founder of Canada’s only Black female-owned sync agency, Michelle works across film, television, advertising, and interactive media, connecting independent artists and music catalogues to licensing opportunities in broadcast, streaming, and commercial media. Her work has supported placements across Canadian television productions, independent film projects, and brand campaigns, helping shape how music is integrated into storytelling across screen-based media.
Michelle has led and developed industry programs and initiatives in collaboration with organizations such as Music BC, Women in Music Canada, Reelworld Screen Institute, Music Nova Scotia, and other national creative partners. Through these partnerships, she designs sync education programs, mentorship initiatives, and career development systems that strengthen pathways between artists and industry decision-makers.
Known for her relationship-first approach, Michelle is recognized for building trusted bridges between artists, music supervisors, broadcasters, and production teams, transforming conversations into opportunities and opportunities into long-term creative careers.
Through SCL, she continues to expand access to sync licensing knowledge and develop sustainable frameworks that support underrepresented creators within the global music industry.
Michelle’s work sits at the intersection of music, media, and cultural infrastructure quietly shaping the systems that connect creative talent to the screen and beyond.
