RTA alum Julie Adam promoted to President & CEO of Universal Music Canada
The music and entertainment industry is a powerhouse of culture, creativity, and influence—and few understand this better than Julie Adam. With an expansive media career spanning more than two decades, the RTA School of Media (opens in new window) alum has become a titan of industry, championing kindness in leadership. And in her new role as President and CEO of Universal Music Canada (UMC), Adam will continue to play a foundational role in uplifting the voices of tomorrow’s top artists.
Julie Adam, President and CEO of Universal Music Canada. Image courtesy of Katherine Holland.
Empowering creative voices
As a champion of creative voices, Adam has spent her career amplifying and supporting artists, carving a unique path that blends creativity with business acumen. Her foray into the industry began at RTA, where Adam credits the program not only for helping shape her career but also for profoundly impacting her personal life. It was there that she met her husband, and together, they built a life with their two sons. Professionally, RTA provided Adam with valuable lessons in resilience—one of which came from a professor’s candid advice about the challenges of the industry.
“I can still remember sitting in a class and one of the profs saying (something like), only 1 in 10 of you will “make it” in this business, because most of you will quit along the way, so for those of you who are determined, just stick it out. He wasn’t wrong,” says Adam.
Rather than discouraging her, the message reinforced an essential truth: success often comes down to perseverance. Adam took those words to heart, proving that determination can turn passion into a lasting career.
While at RTA, Adam jumped into an internship with Q107 Toronto, and after working at various radio stations across Canada, landed as Program Director of KiSS 92.5 under the Rogers Sport and Media banner. There, her work ethic led to roles of increasing influence, ultimately becoming President of News & Entertainment, where she oversaw a portfolio including radio, TV, and podcasts and championed diversity through the ALL IN program.
Later on, Adam joined UMC in 2023 as Executive Vice President and General Manager, quickly demonstrating her strategic vision and knack for innovation. Now at the helm, she’ll be responsible for guiding UMC’s strategy and operations, with a focus on nurturing the next generation of talent and driving the business forward through creative and commercial success.
Leading with kindness
Reflecting on her journey, Adam shares the importance of finding your passion and never letting go, and in doing so, how her career in the creative industries has shaped her life for the better.
“The creative industries path isn’t clear cut and there will be many twists and turns – embrace the curves – figure out what you’re good at, work hard, stay curious, be open to learning new things, build your network, treat people well and it will all work out,” says Adam. “The career I’ve built has been the most rewarding part of my life (after my family). Life is short, and I knew from an early age I didn’t want to spend a large portion of my time doing something I wasn’t madly in love with.”
Adam’s career has been marked by a reputation for building culture and community, but her contributions extend far beyond the UMC boardroom. Adam also serves as Chair of the Board of The Canadian Academy of Recording Arts and Sciences–which oversees The JUNO Awards, MusiCounts, and the Canadian Music Hall of Fame–and is also the author of the leadership book Imperfectly Kind: Why Kindness is the Must-Have Superpower You Need To Lead, that emphasizes the importance of kindness in leadership.
In her new role as President and CEO of UMC, Adam will continue to lead with kindness, preparing the next generation of Canadian artists. Adam’s story is a reminder of where creativity, hard work, and kindness can lead—and for the next generation of leaders and changemakers, a source of inspiration for what’s possible.
“My life in music is a true gift. I wake up every day excited to go to work. I don’t take it for granted.”
The Creative School at Toronto Metropolitan University
The Creative School is a dynamic faculty that is making a difference in new, unexplored ways. Made up of Canada’s top professional schools and transdisciplinary hubs in media, communication, design and cultural industries, The Creative School offers students an unparalleled global experience in the heart of downtown Toronto.
