Adam Armit is an important figure behind one of the most anticipated venues in Canada, the upcoming TD Coliseum in Hamilton, Ontario — the expensive reimagining of the city’s arena into a premium music-first venue. As the senior director of marketing at Oak View Group Canada, he’s directing the brand creation and go-to market strategy for the new arena, which launches on Nov. 21 with a concert by music legend Paul McCartney. The 35-year-old marketing executive moved from Maple Leaf Sports & Entertainment (MLSE) in time for the project, following years working on a marketing and brand portfolio of venues including Coca-Cola Coliseum, BMO Field and Scotiabank Arena — including a viral transformation of the latter into Scotiabank Arena into OVO Arena for a Drake concert last year.

Building his career since he was a teenager, including at his own company Go Live Entertainment, he’s developed a multifaceted influence that includes mentorship and development for the music marketing industry, including the next generation. He’s the vice president of programming at the Event & Venue Marketing Conference (EVMC) and also a professor at Fanshawe College’s Sport & Entertainment Marketing program. Armit sees Canada emerging as one of the top live music and entertainment hubs. “Demand for concerts and major events is stronger than ever, and the investment being made in building and modernizing venues across the country shows real commitment to meeting that momentum,” he says.