YouTube has a global reach and the ability to amplify Canadian artists beyond borders, which is why Gabriel Obadia’s role as YouTube Canada’s Music Partnerships Lead is a crucial one. Obadia works with the major and indie labels to support Canadian artists’ growth, including placements in programs like YouTube’s Black Voices Class (which rapper TOBi was part of) and Fifty Deep, which supports hip-hop artists and featured Quebec rapper Lost. YouTube has been one of the main platforms enabling the 2023 breakout of Punjabi-Canadian artist Karan Aujla and pop act Crash Adams, making international connections and helping them go viral on YouTube Shorts. Obadia also helped Music Canada update its Gold/Platinum Singles Program, which as of 2024 now counts video streams – a modern approach that follows similar ones in the U.S.