Terrie Tweddle is the Chief Brand & Communications Officer at Rogers, responsible for shaping the company’s brand, reputation, and communications strategy across all platforms. She leads advertising, corporate communications, and marketing, and oversees Rogers’ high-profile sports and entertainment partnerships—including the NHL, Toronto Blue Jays, Live Nation, TIFF, and Taylor Swift’s The Eras Tour. Her leadership ensures Rogers connects with Canadians through culture, sport, and storytelling.With over 25 years of experience, Terrie has held senior roles at Visa International, Sun Life Financial, Ontario Teachers’ Pension Plan, and began her career at Molson-Coors. She is known for building brand trust, driving creative excellence, and delivering award-winning campaigns that resonate nationwide. Named one of Campaign Canada’s Most Powerful Marketers in 2025, she is also a board member of the Canadian Journalism Foundation. Terrie holds a BA from the University of Ottawa and is a graduate of Harvard’s Leadership Development Program. “As a proud Canadian company, we’re proud to promote Canadian culture and music is an important part of that,” she says. “We do that by promoting live music and showcasing Canadian bands in our advertising, from the Tragically Hip to Triumph and BTO.”

RBC was pivotal to one of the decade’s most blockbuster tours coming to Canada over the past year: Taylor Swift’s Eras Tour. “RBC’s partnership with Taylor Swift | The Eras Tour in Canada was an absolute highlight – the groundbreaking tour brought together generations of music fans and broke sales records around the globe,” says Mary DePaoli, Executive Vice President and Chief Marketing Officer at RBC. The partnership brought Avion Rewards members in Vancouver and Toronto exclusive ticket access for the extremely in-demand concerts, and also gave tickets to fans in the community through Big Brothers Big Sisters of Canada. The partnership exemplified RBC’s deep alignment with music in the country, with RBCxMusic connecting fans with live experiences and VIP experiences and First Up providing emerging Canadian artists with a platform for exposure, funding, education, and mentorship. “RBC is a longstanding supporter of the arts,” says DePaoli, who also serves on the boards of Women in Sports and Events (WISE) and the Toronto International Film Festival (TIFF) and chairs the RBC Foundation. “We deeply value the role of artists as innovators and are committed to equipping the next generation of creatives with skills for a thriving future.”

For over 14 years, TD Bank Group has demonstrated consistent, long-term engagement with Canada’s music community, offering continuous, direct support to artists and the organizations that shape the country’s cultural landscape. Dedicated to supporting emerging artists and underrepresented communities in music, TD has made the most significant impact through its support of artists at every stage of their careers, from those starting to those being inducted into the Canadian Music Hall of Fame. Their programs, especially those developed in partnership with the JUNOS, most notably the newly implemented TD JUNOS First Time Nominee Program, focus on helping artists launch and grow their careers. What’s more, TD has taken meaningful steps to reduce barriers, such as covering submission fees and offering reimbursements, creating more equitable opportunities for artists who may otherwise be overlooked. Their multifaceted partnerships, ranging from grassroots initiatives to national platforms, regularly engage artists to amplify important messages and deliver meaningful investments in the music ecosystem.

Rob Keen is the Senior Vice President of Sales, Marketing, and Canadian Content Development at SiriusXM Canada. Since joining the company in 2006, Keen has held progressive leadership roles, and today oversees the company’s automotive, streaming, and retail businesses alongside its Canadian Content Development initiatives. With over 17 years at SiriusXM, Keen has played a key role in shaping the brand’s national presence and market strategy.

Prior to SiriusXM, Keen held senior sales and marketing positions at Bell Canada, where he contributed significantly to the launch and growth of Bell’s satellite TV offering. “Our team brings to life so many incredible initiatives in the music space, but SiriusXM’s Top of the Country in partnership with the CCMA is an annual undertaking that I’m especially proud of... We are very proud to support Canadian music.”

Keen’s commitment to Canadian talent and his ability to merge strategy with cultural impact continues to drive SiriusXM’s music leadership forward.

Andrew Oosterhuis is Vice President of Marketing at Labatt Breweries of Canada, overseeing iconic brands including Budweiser, Bud Light, Stella Artois, Michelob Ultra, Corona, Nutrl, Cutwater, and more. Since rejoining the Canadian team in 2020 after a global marketing stint in New York, Oosterhuis has led standout campaigns and brand partnerships, including the Bud Light Buckle Up Tour and Labatt’s national collaboration with Live Nation.

A Strategy Marketer of the Year (2022), Andrew began his career at Labatt in 2007 and rose through roles in sales and marketing. Notable past work includes partnerships with Metallica, Wayne Gretzky, and global campaigns with La Liga and Leo Messi. “As Canada’s leading brewery, we’ve been bringing people together for over 175 years,” he says. “Supporting Canadian music via activations like the Buckle Up Tour enables Labatt to build on this legacy by bringing fans and artists closer together.”

In the past year, Bell Media deepened its commitment to music integration across platforms through strategic expansion and innovation. The company broadened its reach with iHeartRadio Canada, adding Vista Radio stations to bring more music content to audiences nationwide. Bell Media also launched new music-driven FAST channels, including CTV Gridlock and CTV Laughs, mixing entertainment and music for a dynamic viewer experience.

Strengthening its partnership with the Canadian Country Music Association, Bell Media alsointroduced the PURE COUNTRY National Flyaway Contest, offering exclusive fan experiences leading up to the CCMA Awards. On the digital front, the launch of Bell Ads for Business and a programmatic partnership with StackAdapt enabled more targeted music-related advertising across Bell Media’s ecosystem.

These initiatives underscore Bell Media’s evolving role as a music-forward media powerhouse, bridging fans, artists, and brands through engaging, accessible content.

Over the past year, PepsiCo has continued to deepen its cultural footprint through a wide range of music-led campaigns and partnerships across Canada. For instance, the brand partnered with global icon Michael Bublé to sponsor the VIP Lounge at one of the year’s biggest shows, infusing the brand’s signature playfulness into a premium music experience. Across its portfolio, PepsiCo brands showed up at major cultural moments, with TD Bank (a PepsiCo partner) serving as the official bank of the JUNO Awards and sponsoring key events like the CCMA Awards, East Coast Music Awards, and Indigenous Music Awards. Molson Coors, also under the PepsiCo umbrella in Canada, amplified its presence at the JUNOS 2025, Osheaga, and Boots & Hearts. These efforts reflect PepsiCo’s ongoing commitment to supporting Canadian music, artists, and fans while placing its brands at the heart of live entertainment.