2025 CapU Alumni Awards: Reuben Avery

Reuben Avery fell in love with music at a young age. He started with piano and discovered the cornet in elementary school, later moving to the trumpet. He joined the jazz band in high school, which led him to the jazz studies program at Capilano University.

“Jazz appealed to me because it encourages improvisation and self-expression, allowing musicians to develop their unique sound,” he said.

As he neared completion of his Bachelor of Music in Jazz Studies in 2011 at CapU, he started a Tower of Power tribute band – which became The Phonix – and started booking gigs. This later evolved into a successful wedding and entertainment business.

“Over 15 years, we’ve expanded our services to include various band configurations, sound and lighting production, and even photo booths,” he said. “My journey into entrepreneurship wasn’t inspired by a single moment but rather, driven by a practical desire to create the career I wanted in music.”

After running The Phonix for seven years, Avery was burned out. Instead of focusing on his love for music and performing, he was spending too much time handling logistical and administrative tasks and slogging through inefficient, time-wasting systems.

“From selling plums on our family farm to working various jobs as a teenager, I’ve always had a knack for business,” he said. “As a technology enthusiast, I naturally gravitated towards finding a better solution.”

After a fellow CapU alum joined the band and took over booking responsibilities, Avery got to work. He joined developers to create Back On Stage, an app that now helps more than 100 musicians, companies and event professionals streamline their operations.

“The journey has been filled with challenges, from securing funding to marketing a business management tool to musicians who often prefer to focus solely on their art,” he says. “Despite these obstacles, we’ve persevered for five years, embracing challenges as an integral part of entrepreneurship.”

Despite his success as an entrepreneur, Avery doesn’t plan to leave the music business to focus solely on the app.

“Balancing business and music is challenging, but I prioritize performances whenever possible,” he said. “As Friedrich Nietzsche said, ‘Without music, life would be a mistake.’”

“My passion for music drives my work with Back On Stage, ensuring that I never lose sight of why I started this journey.”

In recognition of his success both on stage and off, CapU is proud to present Reuben Avery with the Expressive Award at the upcoming 2025 Alumni Awards of Excellence event on March 26, 2025.