While TikTok faces uncertainty in Canada amidst a shutdown order, Erin Lowers continues to make an impact both at home and on the global stage. Since starting in music media, Lowers — also a founding board member of ADVANCE, Canada’s Black Music Collective — has dedicated her career to amplifying Canadian artists and building an inclusive and equitable music culture. A passionate advocate for underrepresented talent, Lowers represents artists and TikTok as she works with governments and policy throughout the world. This year, she was part of a meaningful initiative to redirect TikTok’s Grammy event resources to FireAid following the L.A. fires that left many in and out of the music industry losing their homes, property and livelihoods.

“We’re finally seeing generations come together to exchange the knowledge and experience needed to sustain our music ecosystem, while also striving for much, much more,” she shares. “I'm excited to be part of a collective music community that refuses to be underestimated, and where new paths are being built for thriving music careers.”