From TMU classrooms to Canada’s biggest night in music

1. Michael Bublé at the 2025 Juno Awards (Photo credit: CARAS/Ryan Bolton Photography); 2. A wide angle shot from the crowd looking towards the stage (Photo credit: CARAS/Lindsey Blane); 3 & 4. Sum 41 performs on stage (Photo credit: CARAS/Morgan Hotston)

Each year, the Juno Awards ceremony airs across the country, spotlighting the very best in Canadian music, but the telecast is just one part of a much larger experience. In the days leading up to the broadcast, the host city comes alive with concerts, industry talks and community events that bring artists, fans and professionals together in a shared celebration of music.

Behind the scenes, a dedicated team at the Canadian Academy of Recording Arts and Sciences (CARAS) — the organization which puts on the awards show — works year-round to make it all happen. Among them are three Toronto Metropolitan University (TMU) alumni: Nicholas Garel-Jones, Image Arts ’21, Stephanie Sturino, Professional Communications ’21, and Nader Nassereddine, Global Management Studies ’23. They each play a unique role in bringing Canada’s biggest night in music to life, helping to shape how millions experience the Junos. Whether they’re crafting brand stories, developing digital strategy or producing visuals for millions to see, they’re proving how TMU alumni are making their mark on the national stage.

As senior designer of motion and video at CARAS, Garel-Jones is responsible for many of the Juno Awards’ most recognizable visuals. From nominee packages and motion graphics to short-form video and social content, his work appears across broadcast, digital and live-event platforms.

“There’s a lot of creative freedom here, which is really empowering,” he said. “If you have an idea and can make it happen, you’ll feel trusted to carry it to the finish line.”

That sense of trust led to one of his favourite projects: turning the iconic Juno statuette into a disco ball using lasers and reflections for the 2023 nominee reels.

Another standout moment? Pitching Nelly Furtado as host for the 2024 show. “We were in the middle of trying to lock someone down, and I was aware of her imminent comeback to the music scene because she was poised to play a few festivals that year,” he said. “I remembered seeing her host the Junos in 2007 — an incredible victory lap after her massive year with Timbaland, and yet she was still so down to earth with the audience — I wished I could’ve worked that show!”

Garel-Jones first joined CARAS as an intern while studying film at TMU. He returned full time in the summer before his final year, and after graduating with distinction — specializing in integrated digital media — he continued to grow his career within the organization.

“The School of Image Arts gave me space to experiment with different mediums and technologies, and leading clubs like the Visual Artists’ Association and REC [formerly Rise of Entertainment Conference] exposed me to early management experience in a creative field,” he said.

As senior coordinator of partnerships, Sturino plays a key role in how brands show up at the Junos. Working as part of a small team, she helps build and activate sponsor campaigns that align with the awards’ overall identity.

Her role spans everything from strategy development to on-site execution during Junos Week. She works closely with the marketing and content teams to ensure a cohesive experience across platforms — something she believes is essential to authentic brand storytelling.

Sturino’s path to the Junos began with TMU’s Creative Industries program, followed by roles in public relations and marketing. Excited about the opportunity to merge her passion for the arts and music with her professional career, Sturino joined CARAS in 2021.

“The opportunity to contribute to Canada’s premier celebration of music and to help brands meaningfully engage with audiences felt both exciting and purposeful,” she said.

But beyond working with brands, Sturino believes the Junos foster a powerful sense of community and national pride. Whether she’s speaking with volunteers, contest winners or emerging artists, the energy is infectious.

“One of the most inspiring parts is seeing the incredible diversity of Canada reflected in its music — artists from all backgrounds, regions and genres coming together to share their stories and voices.”

Sturino credits TMU’s Professional Communication program for giving her a solid foundation in strategic communications, from crafting media kits to building pitch decks. But it was the hands-on experiences outside the classroom that had the biggest impact. Through TMU’s Career Boost program and volunteering with the Rise of Entertainment Conference (REC), she gained early experience in outreach, programming and event execution. 

“TMU also gave me a strong network,” she said. “The connections I made with peers and mentors have continued to support me throughout my career, and I still lean on many of those relationships today.”

For Nassereddine, the path to working in entertainment began with storytelling. A self-described theatre kid turned marketer, he found his way to the Juno Awards through a passion for connecting with people through narrative, a skill that now powers national campaigns for CARAS.

As senior marketing coordinator, Nassereddine leads strategy and execution across the organization’s major brands, including the Juno Awards, Canadian Music Hall of Fame and the Allan Slaight Juno Master Class. According to Nassereddine, since joining CARAS in 2024, he has expanded the organization’s marketing partnership portfolio by 82 per cent and increased its overall marketing value by 62 per cent.

But for Nassereddine, the impact goes beyond metrics. “My favourite part about building marketing campaigns for the Junos is getting to tell the story of how incredible Canadian music really is,” he said. “There’s so much talent and artistry coming out of this country, and from a marketing lens, I have the privilege of spotlighting that — not just within our borders, but on a global stage as well.”

One of his favourite campaigns every year is the Congratulatory Nominee Billboard initiative, which places custom billboards in artists’ hometowns across Canada. “It’s unforgettable,” he shared. “I remember watching a reel from a nominee who brought his dad to see a billboard with his name on it. You could feel the emotion, sacrifice and hard work it took. It’s not just about exposure, but honouring the journey, celebrating the wins and creating moments that mean something real.”

Reflecting on his time at TMU, Nassereddine credits the university with sharpening his creative instincts and strategic thinking. “What stood out the most was how TMU encouraged us to challenge the status quo and apply it to real-world scenarios,” he said. “That intersection of culture, innovation and individuality shaped how I show up in this work today.”