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Mustafa El Amin

Social Activator,?Creative Manager,?Artistic Producer,
Bio From a very young age Mustafa El Amin has been involved in both the music and community sectors. At 16 years old he was signed to a recording deal under the artist name “Goncept” with Cashanova Records which started his career as a hip hop artist. By the time he was 18, Mustafa owned and operated his own music studio, Mix n Hits Studio. For 5 years, through this studio, Mustafa created a space where local up and coming artists could develop their artistic talent and receive guidance around the business aspects of their music.
In 2006 Mustafa started North Block Entertainment, an artist management and event company which curates events for artists in order to showcase new talent, design and execute fundraisers for community, and support artists with their branding and other business related services.
Mustafa took a brief pause from the music and entertainment industry due to personal circumstances in the late 2010s, moving into roles where he continued to use his knowledge of the industry and his own personal life experiences to mentor and work with youth. He began this work as a youth outreach worker with the Youth Action Network. He has over time transitioned into the Managing Director role with a special focus on once again cultivating creative spaces for youth through YAN Media. In 2017 he was elected to the board of Manifesto, being recognized for his deep connection to both work in community and his vast knowledge of the music industry both in Canada and abroad.
In 2012 Mustafa re engaged in work through North Block Entertainment and since then has worked with Artists building a close network of chart topping artists and identifying hot up and coming artists that are gaining worldly recognition. With newly secured partnerships with SOCAN and Factor, North Block continues to work towards its goal to help both established and up and coming artists access funding, management and branding/ PR services.
Partnering with Ontario Trillium Foundation and the City of Toronto, Mustafa started MyStand, an organization which connects young, black inner city youth to mentors in the music, entertainment, sports and fashion industries in an effort to help them achieve academic and vocational success by engaging them through celebrity studded events and workshops. I am currently also revamping North Block Ent thru new secured partnerships with SOCAN and FACTOR.
In all the work that Mustafa does, music and curating spaces for creatives has and continues to be a core value to him as an artist and producer.