OVO Fest’s return in August 2022 reminded the world why Toronto sits at the center of global music culture. Headlined by Drake, and featuring heavyweights like Preme, Nicki Minaj, Lil Wayne, and a surprise appearance by Nelly Furtado, the festival brought the city to life in a way only OVO can.
But while the headlines were focused on what happened on stage, there was another name gaining recognition behind the scenes—Amer Jammal, the founder of Smilez Agency. Known in industry circles for quietly shaping high-level cultural experiences, Jammal is helping define the next era of entertainment in Toronto.
Smilez Agency operates in the background but delivers front-row results. The Toronto-based company specializes in entertainment marketing, talent partnerships, and event programming, aligning celebrities, global brands, and cultural moments in ways that feel organic and well-executed. While some firms chase attention, Smilez is focused on the work—connecting the dots that create real, lasting impact.
OVO Fest 2022 was one of the biggest weekends the city has seen in years. Not only did it bring fans back after a pandemic hiatus, but it also delivered nostalgia and star power in equal measure. The “Young Money Reunion” show had Drake bringing Nicki Minaj and Lil Wayne back together on stage, a full-circle moment for a generation of hip-hop fans. When Nelly Furtado joined Drake to perform “Promiscuous,” it was a moment that lit up the internet and reminded fans of Toronto’s deep musical roots.
As Toronto continues to grow as a cultural capital, there’s more happening than just concerts and performances. The real evolution is in how the city is producing, hosting, and curating experiences that feel global in scale and local in authenticity. That’s where Smilez Agency has been thriving. Whether it’s supporting artist rollouts, bridging brand partnerships, or helping design the tone of major weekends like OVO Fest, Jammal and his team are shaping what the culture actually looks and feels like in Toronto.
Industry insiders describe Jammal as someone who “knows how to move with intention.” He’s not trying to be the loudest in the room, but he’s often the one pulling strings that make the biggest nights actually happen. That strategic approach has earned him respect from artists, athletes, brand execs, and venue partners across North America.
Toronto has always been a city full of talent, but now it’s becoming a city known for execution. With leaders like Jammal building real infrastructure behind the scenes, the standard for what an event, activation, or campaign looks like has shifted. It’s not about who posts the most—it’s about who delivers.
“Toronto isn’t just where things happen anymore,” one music executive said. “It’s where people come to build, connect, and create. And Amer’s one of the few actually making that happen consistently.”
With OVO Fest continuing to grow and global brands looking to tap into the Toronto scene in more authentic ways, the demand for operators who understand both the culture and the business is only going up. Smilez Agency seems to be right in the middle of that shift.
As the spotlight on Toronto gets brighter, Amer Jammal is proving he’s not just in the room—he’s helping design it.
© 2022, Tedfuel. All rights reserved.
