Universal Music Group

UMG – Media Strategy

Here at the biggest music label IN THE WORLD I spent 2 years on what was an initial mat cover, and they liked me enough to keep me on for a 2nd year. I spent that time bringing my spin to global campaigns across the major DSP. Apple & Deezer was the order of the day initially and then I curated, strategised and implemented global priority campaigns for Spotify, Tik Tok, Facebook & Instagram.

Working with Apple Music saw music curation on the platform change and I worked with multiple markets to adapt to those changes. Any work I have done has been with insight recommendations to ensure success with these campaigns.

Artist campaigns with the partners have included Taylor Swift, The Weeknd, Shawn Mendes, Lady Gaga, Bob Marley, Halsey, Gregory Porter, Peaceful Music, Seasonal, Benee, Conan Gray, Paul McCartney, JuiceWRLD & Justin Bieber.

I overhauled the release schedule communication, PCA summaries and focus Track of the Week summaries working with the digital partners for success. I introduced a global program called Elevate & Amplify for specific partners to elevate existing marketing campaigns in core markets with specific channels. I also re-worked label partner campaign recommendations with a thematic roadmap, global & local nuance overview and album launch summary.

Working on special projects I have had a keen interest with podcasts and am dying to lend my hand to make Shows With Music a success for artists on Spotify. Owing to my time working on youth marketing I have also brought my knowledge of working with creators to UMG and kick started the project to bring a global directory to the business. I worked to supply a creator calculator which has meant I’ve been able to put a value on the support creators give which is not always possible. One of my final projects has been introducing a global e-comm directory across streaming partners enabling global strategy for e-commerce focussed campaigns.

Working in a pandemic didn’t stop me either with crowd sourced video projects taking off and making new revenue streaming opportunity recommendations.