Universal Music Group appointed Libby Bush president of Global Brands and Commercial Partnerships, a new role she will take up in November, according to UMG’s announcement and Variety’s industry coverage. Bush joins from Creative Artists Agency, where she was global head of entertainment partnerships and a member of the agency board.
The new function brings UMG’s brands, media and commercial-partnership businesses together, including Universal Music Group for Brands. Bush will be based in Los Angeles and report to Chief Operating Officer Boyd Muir. UMG says the remit will connect work across digital platforms, physical products and live experiences, with partnerships built around artists and their relationships with fans.
Bush founded Tandem Entertainment, which CAA acquired in 2020, and previously held roles at Marvel Entertainment, ABC Entertainment, the WNBA’s Los Angeles Sparks and the NBA. The appointment is not a succession: UMG describes the position as newly created. It links to a wider set of media leadership changes, including Disney’s recent appointment of Adam Smith to lead streaming, though the roles have different scopes.
