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
