Since being promoted to president and CEO in early 2025, Julie Adam has maintained Universal Music Canada’s position as the strong market share leader among major labels in the country. UMC is home to some of the biggest artists in the world through its international roster, from Taylor Swift to Paul McCartney to Post Malone. Over the last year especially, though, she and UMC’s A&R team have led the label through a noticeable investment in up-and-coming Canadian talent. That includes a handful of inspired signings, including gold-selling Canadian rapper Casper TNG, acclaimed indie-folk singer Braden Lam, R&B singer Kuzi Cee, experimental artist Ebril and jazz singer and classical pianist Elysia Biro. label’s commitment to domestic artist development is further underscored by a recent partnership with hit Canadian songwriter Lowell and another with acclaimed DJ Zeds Dead’s label Deadbeats. That’s not to mention breakout artists like country stars Josh Ross and Owen Riegling and pop artist Sofia Camara, who’ve heightened their rise this year. Adam, who is also the chair of the board of Junos facilitator CARAS and its education charity Musicounts, is a high-powered label executive who prioritizes the well-being of its artists and employees in a stressful and precarious industry, including a recent partnership with Amber Health to provide mental health services to North American artists and songwriters, alongside a range of services and programs in place to support the UMC team. These strategic moves have ultimately solidified UMC’s position, not just on the world map, but firmly within its home base.