YouTube’s global reach and ability to amplify Canadian artists beyond borders make Gabriel Obadia’s role as YouTube Canada’s head of music a pivotal one. The 37-year-old Obadia works directly with both major and indie labels to support the growth of homegrown artists, including placements in programs like YouTube’s first-ever Well Versed songwriting camp in Canada and a new campaign spotlighting Québecois artist as part of YouTube’s 20th anniversary. Obadia is a champion of the global sounds making waves from Canada, including global initiatives for Punjabi pop star Karan Aujla’s record-breaking album P-Pop Culture and artists in afrobeats, country and Latin genres. Earlier this year, he played a role in Drake’s much-talked-about Iceman livestreams, contributing to strategy and coordination.

“What motivates me most about the future of Canada’s music industry is the continued growth in diversity of music being created artists here, with the rapid rise of Punjabi, French Canadian, country and afrobeat music and a growing Latin industry, allowing us to continue punching above our weight globally across more genres than ever before,” he says. “Ultimately, the biggest opportunity for young people in the industry is the biggest ability ever to reach fans anywhere they are on the planet, no matter how niche or widely appealing their music may be.”