Universal Music Group (UMG) has appointed Libby Bush to the newly created role of President, Global Brands and Commercial Partnerships. Bush will join UMG from Creative Artists Agency (CAA), where she served as Global Head of Entertainment Partnerships and was a member of the agency’s board.
Bush will begin her new role in November and will be based in Los Angeles, reporting to UMG Chief Operating Officer Boyd Muir.
In her new role, Bush will lead a global function bringing together UMG’s brands, media and commercial partnership businesses, including Universal Music Group for Brands (UMGB). The division works with brands on music and entertainment partnerships, including UMG’s collaboration with The Coca-Cola Company, which launched record label real thing records in June 2025.
UMG said the appointment reflects the growing opportunities around artists and their music beyond recorded music, including original content, live experiences, products and new ventures.
The company said Bush will bring together expertise and relationships from across UMG’s labels and businesses to make global collaborations easier to develop and deliver. These collaborations will cover digital platforms, physical products and live experiences, with a focus on artists’ originality and connections with fans.
Commenting on her appointment, Libby 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.
She further added, “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.”
Boyd Muir, Chief Operation Officer, UMG said, “As the ways fans experience music evolve, the opportunities for our artists multiply. 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.”
He further added, “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.”
Before joining UMG, Bush founded and built CAA’s Entertainment Partnerships division. She previously founded Tandem Entertainment, an entertainment partnerships agency that was later acquired by CAA.
Earlier in her career, Bush led global brand partnerships at Marvel Entertainment, working on partnerships and co-marketing across the Marvel Cinematic Universe. 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 appointment is the latest senior addition to UMG’s central operations under Muir. The company appointed former Skechers and Nike executive Tseyin Foo as President, Global Supply Chain in July, while New York Times veteran Hannah Poferl joined as Chief Data Officer in January.
UMG said the appointments strengthen the specialist support it provides to its labels and teams to drive innovation, develop artists and grow revenues worldwide.
