UMG APPOINTS LIBBY BUSH TO LEAD GLOBAL PARTNERSHIPS

Universal Music Group has named CAA executive Libby Bush as president of global brands and commercial partnerships. Starting in November, she will unite UMG’s brands, media and commercial businesses, expanding opportunities for artists and songwriters across digital platforms, products and live experiences.  

Universal Music Group (UMG) has announced the appointment of Libby Bush, currently partnerships chief at Creative Artists Agency (CAA), as president of global brands and commercial partnerships. The newly created role will consolidate UMG’s brands, media and commercial partnership businesses, marking a significant strategic shift for the company.  

Bush will assume her position in November, based in Los Angeles and reporting directly to UMG’s chief operating officer Boyd Muir. Her remit includes oversight of Universal Music Group for Brands (UMGB), the division dedicated to developing collaborations between artists and commercial partners.  

The appointment is designed to expand commercial opportunities for UMG’s artists and songwriters, enabling them to reach audiences through digital platforms, physical products and live experiences. By uniting these functions under one leadership role, UMG aims to strengthen its ability to deliver global collaborations with brands and platforms, spanning original content, new ventures and immersive experiences.  

Commenting on her new role, Bush said: “Music has never been more central to culture, and what artists can build around it has never been bigger. Today’s artists are storytellers, founders, and brands in their own right. UMG has the greatest artists and songwriters in the world, extraordinary label teams, and incredible global reach. I am excited to bring those strengths together to give artists even more ways to reach fans and build lasting businesses, and to give brands a meaningful role in something people love.”  

Muir emphasised that the consolidated function would not only support artist revenue growth but also provide commercial partners with more meaningful ways to connect with audiences. “By bringing these businesses together, we are creating a platform that enhances opportunities for artists while offering brands innovative ways to engage with fans worldwide,” he said.  

Bush’s appointment reflects UMG’s recognition of the evolving role of music in culture and commerce. As artists increasingly operate as multifaceted brands, the ability to forge partnerships that extend beyond traditional music consumption has become vital. With her experience at CAA, where she spearheaded global partnerships across entertainment and media, Bush is well positioned to drive UMG’s ambitions in this space.  

Her arrival signals UMG’s commitment to building a leadership team that can navigate the complexities of today’s music and media landscape, ensuring that creativity and commerce are seamlessly connected to deliver growth for artists and value for partners.