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Universal Music Group Names Libby Bush President of Global Brands and Commercial Partnerships

ENTERTAINMENT

9/30/20262 min read

Photo: courtesy Libby Bush.

Universal Music Group (UMG) has appointed Libby Bush as its new President of Global Brands and Commercial Partnerships, a newly created position aimed at expanding opportunities for artists, songwriters, and brand partners worldwide. Based in Los Angeles, Bush will begin her role in November and report to Boyd Muir, UMG’s Chief Operating Officer.

The appointment comes as music increasingly extends beyond traditional recordings into live events, branded experiences, digital content, physical products, and new business ventures. UMG says the new role will help unify its efforts across these areas while creating stronger connections between artists and audiences.

Bringing Together UMG’s Partnership Ecosystem

In her new position, Bush will oversee a global function that combines UMG’s brands, media, and commercial partnership businesses, including Universal Music Group for Brands (UMGB). The goal is to simplify the development and execution of large-scale collaborations across markets and platforms.

These partnerships will span:

Digital platforms and content experiences
Physical products and merchandise
Live events and fan activations
Commercial brand collaborations
New artist-driven business ventures

According to UMG, future collaborations will be built around artists’ creativity and authentic fan relationships, helping brands participate in culture in meaningful ways.

An Executive With Deep Entertainment and Brand Experience

Bush joins UMG from Creative Artists Agency (CAA), where she served as Global Head of Entertainment Partnerships and was a member of the Agency Board. She founded and developed CAA’s Entertainment Partnerships division into a major business connecting brands, media companies, and entertainment properties.

She brings more than two decades of industry experience in strategic partnerships and business growth. Prior to CAA, she founded Tandem Entertainment, an entertainment partnerships agency acquired by CAA in 2020. Her career has also included leadership roles at Marvel Entertainment, ABC Entertainment, the National Basketball Association (NBA), and the Los Angeles Sparks.

Throughout her career, Bush has built partnerships involving leading brands, talent, producers, studios, and media platforms.

Expanding Opportunities for Artists and Brands

UMG believes the role is increasingly important as artists continue to evolve into entrepreneurs, storytellers, and business creators. The company sees significant opportunities to help artists expand their influence while creating new revenue streams and fan experiences.

Boyd Muir noted that the ways fans engage with music continue to evolve, creating new opportunities for artists to reach audiences and grow their businesses. He said Bush’s leadership will help strengthen relationships between artists, brands, and consumers while unlocking new commercial possibilities.

Bush echoed that vision, emphasizing that today’s artists are not only musicians but also founders and brands in their own right. She expressed enthusiasm about creating collaborations that artists are proud of and fans genuinely want to experience.

Positioning UMG for the Future of Entertainment

The creation of this new executive role highlights UMG’s broader strategy of expanding beyond traditional music distribution into integrated entertainment, brand partnerships, and fan engagement. By bringing multiple partnership functions under a single global leader, the company aims to make collaboration more efficient and scalable across its worldwide network.

As artists continue to build businesses around their music and brands seek deeper cultural relevance, UMG is positioning itself as a bridge between the two. With Libby Bush at the helm of this new division, the company is looking to create innovative partnerships that benefit artists, brands, and fans alike.

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