Universal Music Group has appointed Libby Bush to the newly created role of President, Global Brands and Commercial Partnerships.
Bush joins UMG from Creative Artists Agency (CAA), where she served as Global Head of Entertainment Partnerships and was a member of the agency’s board.
She starts in November, will be based in Los Angeles, and will report to UMG Chief Operating Officer Boyd Muir, the company said on Tuesday (September 29).
Bush will lead a new global function that brings together UMG’s brands, media, and commercial partnership businesses, including Universal Music Group for Brands (UMGB).
UMG says the worlds artists build around their music now “reach well beyond recorded music, into original content, live experiences, products and new ventures, and the world’s leading brands and platforms want to be a part of them.”
In the role, Bush will draw together expertise and relationships from across UMG’s labels and businesses, with the aim of making “ambitious collaborations easier to develop and deliver worldwide,” according to the company.
Those collaborations will span digital platforms, physical products, and live experiences, UMG says, and will be “rooted in artists’ originality and authentic connections with fans.”
“Music has never been more central to culture, and what artists can build around it has never been bigger,” said Bush. “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. I look forward to working with Boyd, our leadership and teams around the world on collaborations that artists are proud of and fans want to be part of.”
“Music has never been more central to culture, and what artists can build around it has never been bigger.”
Libby Bush
“As the ways fans experience music evolve, the opportunities for our artists multiply,” said Muir.
“Bringing our brand, media, and commercial partnerships together under Libby’s leadership will help extend our artists’ reach and grow their revenues, while giving our partners new ways to build relationships with fans and collaborate with the world’s most influential voices.
“Libby brings exceptional creative and commercial expertise to the world’s leading music company. She’ll work with our talent, teams, and partners to create memorable experiences for fans, lasting value for brands, and new possibilities for artists.”
“Libby brings exceptional creative and commercial expertise to the world’s leading music company. She’ll work with our talent, teams, and partners to create memorable experiences for fans, lasting value for brands, and new possibilities for artists.”
Boyd Muir
At CAA, Bush founded and built the agency’s Entertainment Partnerships division, which UMG describes as “a leading business connecting entertainment, brands and media.”
Before that she founded Tandem Entertainment, an entertainment partnerships agency later acquired by CAA.
Earlier in her career, Bush led global brand partnerships at Marvel Entertainment, where she worked on partnerships and co-marketing across the Marvel Cinematic Universe, according to UMG.
She has also held roles at ABC Entertainment, the WNBA‘s Los Angeles Sparks, and the National Basketball Association.
Bush joined the board of directors of gaming accessories company Turtle Beach Corporation in July 2024, and was named one of Ad Age‘s Leading Women in 2025.
Her hire is the latest in a run of senior additions to UMG‘s central operations under Boyd Muir.
Muir was promoted to UMG Chief Operating Officer in October 2024.
In January, New York Times veteran Hannah Poferl was appointed Chief Data Officer, with a brief covering UMG’s data and analytics strategy globally.
UMG says those appointments together strengthen “the specialist support UMG provides to its labels and teams to drive innovation, develop artists, and grow revenues worldwide.”Music Business Worldwide
Universal Music Group (UMG) has announced the appointment of Libby Bush as the inaugural President of Global Brands and Commercial Partnerships. Bush will transition from her previous role at Creative Artists Agency (CAA), where she was the Global Head of Entertainment Partnerships and served on the agency’s board. Her new position at UMG will commence in November, and she will be based in Los Angeles, reporting directly to UMG Chief Operating Officer Boyd Muir.
In her new role, Bush will lead a newly established global function that consolidates UMG’s brands, media, and commercial partnership initiatives, including the Universal Music Group for Brands (UMGB). This division is responsible for UMG’s collaborations with various brands, most notably The Coca-Cola Company, which partnered with UMG to launch a record label, real thing records, in June 2025.
UMG recognizes that artists today are not just musicians; they are multifaceted creators who engage their audiences through various platforms beyond recorded music, including original content, live events, and product collaborations. As such, brands and platforms increasingly seek to align with these artists. Bush’s new role will focus on harnessing expertise and relationships from across UMG’s extensive network of labels and businesses to facilitate ambitious collaborations on a global scale. These partnerships will encompass digital platforms, physical products, and live experiences, ensuring they remain authentic and rooted in the artists’ unique connections with their fans.
Bush expressed her enthusiasm for the new role, stating, « Music has never been more central to culture, and what artists can build around it has never been bigger. » She highlighted the importance of storytelling and brand-building in the current music landscape, emphasizing UMG’s exceptional artists and their potential to create meaningful experiences for fans while generating sustainable business opportunities. She looks forward to collaborating with UMG’s leadership and teams worldwide to foster partnerships that resonate with both artists and audiences.
Boyd Muir echoed her sentiments, noting that as fan experiences evolve, the opportunities for artists also expand. He believes that bringing brand, media, and commercial partnerships under Bush’s leadership will enhance artists’ reach, increase their revenue, and provide brands with innovative ways to connect with fans and collaborate with influential voices in the industry. Muir commended Bush for her creative and commercial expertise, which he believes will contribute to creating memorable experiences for fans and lasting value for brands.
Before joining UMG, Bush made significant contributions at CAA, where she established the agency’s Entertainment Partnerships division, recognized as a key player in connecting entertainment with brands and media. Her previous experience includes founding Tandem Entertainment, an entertainment partnerships agency that was eventually acquired by CAA. Bush also held leadership roles at Marvel Entertainment, where she focused on global brand partnerships across the Marvel Cinematic Universe. Her career has spanned various sectors, including positions at ABC Entertainment, the WNBA’s Los Angeles Sparks, and the NBA.
In addition to her professional achievements, Bush joined the Turtle Beach Corporation’s board of directors in July 2024 and was honored as one of Ad Age’s Leading Women in 2025. Her recruitment is part of a broader strategy by UMG to bolster its senior operations, particularly under Muir’s leadership since his promotion to Chief Operating Officer in October 2024. Recent appointments also include Tseyin Foo, who was named President of Global Supply Chain in July, and Hannah Poferl, who took on the role of Chief Data Officer in January, focusing on UMG’s data and analytics strategy.
Overall, UMG’s recent staffing decisions aim to enhance the specialist support provided to its labels and teams, driving innovation, developing artists, and increasing revenues on a global scale.
