Libby Bush Takes the Helm at UMG for Global Brands and Partnerships

Universal Music Group Welcomes Libby Bush

On September 29, 2026, Universal Music Group (UMG), a leader in the music entertainment industry, revealed the exciting appointment of Libby Bush as the new President of Global Brands and Commercial Partnerships, slated to begin her role in November. This newly established position will integrate UMG's brands, media outreach, and commercial partnerships, including Universal Music Group for Brands (UMGB). Assistant to UMG's Chief Operating Officer, Boyd Muir, Bush will leverage her extensive experience to propel growth for both artists and brands while creating fresh experiences for fans across digital and physical platforms.

Bush, who previously held the position of Global Head of Entertainment Partnerships at Creative Artists Agency (CAA), has a commendable track record in the entertainment industry. Having founded CAA's Entertainment Partnerships division, she played a crucial role in connecting various entities in the entertainment space, thus establishing a vital nexus between music, brands, and media. With over twenty years in the industry, Bush is well-versed in fostering relationships that drive significant growth.

In her own words, Bush expressed enthusiasm over the power of music in today's culture, remarking, "Music has never been more central to culture, and what artists can build around it has never been bigger." She emphasized that contemporary artists symbolize not only musical talent but also innovative storytelling and brand creation. Therefore, it is essential for UMG to utilize this talent in developing invaluable collaborations with global brands, all grounded in artistic originality and a genuine connection with fans.

Boyd Muir echoed Bush's promises, stating that as the music experiences evolve, so do the opportunities for UMG's artists. By consolidating UMG's brand and commercial partnerships under Bush's leadership, the company aims to enhance its artists' reach and revenue streams, while also providing partners new avenues to connect with fans and collaborate. Muir lauded Bush for her unique blend of creative and commercial acumen, asserting that her leadership would prove vital in crafting memorable experiences and solidifying lasting relationships in the industry.

Prior to her tenure at CAA, Bush made a name for herself by founding Tandem Entertainment, an agency focused on entertainment partnerships that was later acquired by CAA in 2020. Her experience encompasses impactful global brand collaborations at Marvel Entertainment, where she oversaw co-marketing partnerships within the hugely successful Marvel Cinematic Universe. Bush has also held several strategic roles at major corporations, including ABC Entertainment and the WNBA’s Los Angeles Sparks.

As she embarks on her new journey with UMG, Bush looks forward to orchestrating collaborations that resonate with both artists and their fans, emphasizing the importance of meaningful partnerships that reflect shared values and passions. Along with Bush’s appointment, UMG is on a mission to bolster its core functions under Boyd Muir’s guidance. Recent staffing moves include the appointment of Tseyin Foo as President of Global Supply Chain and Hannah Poferl as Chief Data Officer, all intended to fortify the support UMG extends towards its labels and teams.

UMG’s commitment to excellence in artistry and innovation is evident through their continued investments in new models, services, and platforms designed to expand the horizons for artists while enhancing fan experiences. Being the world's predominant leader in music-based entertainment, UMG passionately unites artistic talent with entrepreneurial ventures, thereby enriching the cultural fabric of music. For those looking to further explore UMG's extensive contributions to the music industry and innovative approaches to artist development and brand partnerships, more information can be found at Universal Music Group’s website.