Northwood is an artist services company built by a working artist – for artists who want to be taken seriously. Founded by Canadian singer-songwriter and producer Matt Connell, Northwood exists to bridge the gap between creativity and execution – helping artists move from scattered ideas to cohesive, release-ready work that connects.
We’ve been navigating the music industry since the early days of the digital shift – from Napster and MySpace to today’s world of streaming, content, and direct-to-fan marketing. That long view matters. Trends change. The fundamentals don’t. At Northwood, we don’t just offer services – we help shape outcomes. Whether you’re recording your first release, building your visual identity, or preparing to launch a fully realized project, we bring together the creative and technical sides of the process into one streamlined system.
Because the truth is: most artists don’t fail from lack of talent – they fail from lack of clarity, direction, and execution. That’s where we come in. We help artists create, refine, and release work that stands up – sonically, visually, and strategically. Our work typically falls into three core areas: sound, visuals, and strategy.
On the sound side, we offer production, mixing, and mastering, along with session playing and arrangement support – creating release-ready recordings that compete with industry standards.
Visually, we produce music videos (performance, narrative, lyric, and EPK/mini-doc formats), photography, and cohesive visual identity – content that turns songs into shareable moments.
On the strategy side, we help shape artist branding and positioning, build websites and digital presence, develop marketing systems and mailing lists, and guide release strategy, grant writing, distribution, and rollout planning.
Every artist is different, so we don’t force one-size-fits-all packages. Some clients come to us for a single piece of the puzzle. Others work with us end-to-end – from first demo to full release. In both cases, the goal is the same: to help you create work that feels authentic and lands with impact.
Northwood is led by Matt Connell – a recording artist, producer, and studio owner with over two decades of experience working on both sides of the glass. That perspective shapes everything we do here. Because we’re not guessing what artists need – we live it.
Have a project in mind? Let’s talk. Whether you need a single service or a full creative partner, we’ll help you figure out the next right move.
