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 including the signings of Casper TNG, Braden Lam,Kuzi Cee, Ebril and Elysia Biro. The label’s focus on strengthening artist development and investment in the country has included 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 has also centred on 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 and Music Mental Health Alliance to support UMC’s workers.
