Some of the most exciting music of the past year has been amplified by Vanessa Adams, Sony Music Canada’s associate manager of marketing. The 35-year-old creative has led key marketing initiatives for the likes of Doja Cat, Tyler, the Creator and Tyla. In the past year, Adams led the marketing for Aqyila’s viral Juno Award–winning single “Bloom” and played a pivotal role in the global rollout Canadian pop star Tate McRae’s 2025 album So Close To What, which debuted at No. 1 on the Billboard Canada Albums chart and held the top spot for two weeks.

A passionate advocate for equity and representation in music, Adams co-created Sony’s Listen with Pride campaign, spotlighting artists across the queer community. She says she envisions a mainstream Canadian music industry that fully reflects the voices of young artists and professionals shaping culture — with grassroots movements, particularly within marginalized communities, leading the way. “These creators are not only pushing boundaries but also redefining what Canadian music can be,” she says. “Their contributions deserve recognition and inclusion in the national narrative. By amplifying the breadth of talent and sonic diversity emerging from these spaces, we affirm that Canada is not just a cultural mosaic, it’s a sonic one too.”