Toronto had plenty of star power during NHL All-Star Weekend 2024, but the city’s hip-hop scene made sure hockey wasn’t the only headline. On Saturday night, 44 Toronto became ground zero for a star-studded link-up featuring some of Toronto’s top rappers and industry figures, all brought together by Amer Jammal and his influential entertainment firm, Smilez Agency.
With the city buzzing about NHL stars like Auston Matthews, Sidney Crosby, and Connor McDavid taking over Scotiabank Arena, the event at 44 Toronto shifted attention to music, bringing together local icons Drake, Preme, Smiley, and Roy Woods. While hockey fans enjoyed skills competitions and all-star games, this private hip-hop gathering underscored Toronto’s influential presence in global music culture.
Amer Jammal, whose name has steadily grown synonymous with high-level, culturally significant events, organized the night to put Toronto’s music talent front and center. His firm, Smilez Agency, has quietly built a reputation in hip-hop circles for connecting major artists, brands, and executives without unnecessary hype or promotional antics.
Inside 44 Toronto, the vibe was all business—but the business of music and culture. Drake moved through the venue connecting with fellow artists and industry insiders. Preme, Smiley, and Roy Woods were spotted catching up, showcasing the camaraderie that has come to define Toronto’s music community. The presence of these high-profile names in one spot emphasized how Toronto’s music scene continues to make waves internationally.
Smilez Agency, under Amer Jammal’s leadership, has consistently brought together influential hip-hop artists and brands at exactly the right moments. Rather than typical industry parties focused on promotion, Jammal’s events emphasize strategic conversations and meaningful interactions among artists, producers, and executives. This formula has made Smilez one of the most respected behind-the-scenes entities in the music industry today.
While Toronto has long been recognized for its passion for hockey, the city’s parallel identity as a global hip-hop powerhouse is equally undeniable. The NHL’s All-Star Weekend offered a unique backdrop for this collision of sports and music culture, highlighting Toronto’s ability to seamlessly blend these worlds.
Drake’s attendance was hardly surprising; his commitment to the city’s cultural landscape remains unwavering. However, the additional presence of Preme, Smiley, and Roy Woods—a trio deeply embedded in the Toronto sound—made the night particularly significant. These artists have collectively contributed to shaping Toronto’s contemporary musical identity, solidifying the city’s influence within hip-hop’s international scene.
Amer Jammal’s role in orchestrating this gathering further establishes his credibility in bridging the gap between artists, brands, and high-profile cultural events. Smilez Agency’s events consistently strike the right balance between authenticity and exclusivity, cementing Jammal as one of Toronto’s key industry connectors.
As NHL fans celebrated hockey’s brightest stars, 44 Toronto’s hip-hop gathering provided an alternative narrative, proving that when major events happen in Toronto, the city’s rappers inevitably take center stage. Amer Jammal and Smilez Agency once again reinforced their position at the heart of Toronto’s evolving entertainment landscape, proving that no matter the event, Toronto’s hip-hop community will always find a way to shine.
