While country music is sometimes seen as an insular genre, Amy Jeninga and the Canadian Country Music Association (CCMA) are helping expand its reach in Canada and on the global stage. Since 2021, Jeninga has led strategic direction, daily operations and long-term growth as president of CCMA. Working with the organization’s board of directors, she’s helped ensure the genre’s institutional recognition reflects the character of the country — like adding a francophone category to its CCMA Awards in 2025, and elevating its flagship Country Music Week in Kelowna, B.C to give a stage to emerging acts alongside heavyweights and bring various industry sectors together. The event reportedly brought $17.7 million in economic impact and showcased the Western country scene. Many new voices are leading the way in country in Canada — like Josh Ross, Cameron Whitcomb and Owen Riegling, all big winners at last year’s awards — and the CCMA is putting them at the forefront.