As online platforms, algorithms and creator culture increasingly drive music discovery, Gabriel Obadia is helping Canadian music reach global audiences. Reporting to global head of music at YouTube, Lyor Cohen, Obadia works with artists, labels and distributors to expand the platform’s role in artist development, fan engagement and music discovery. Over the last year, he helped bring YouTube’s global songwriting camp program to Canada for the first time, connecting emerging Canadian songwriters and producers including Ikky, Alex Porat and Dylan Sinclair with collaborators across the country. Obadia has also helped strengthen YouTube’s support of francophone and Punjabi artists, including international campaigns for artists like Charlotte Cardin and Karan Aujla. As YouTube celebrated its 20th anniversary, it helped create a path for emerging artists to breakout — like B.C.’s yung kai, whose viral track “Blue” was in the top 5 songs on YouTube Shorts for 2025.