UMG taps CAA’s Libby Bush to lead global partnerships

Universal Music Group has appointed CAA executive Libby Bush as president of global brands and commercial partnerships, bringing its brands, media and commercial partnership businesses together under a newly created role.

Bush will start in November, based in Los Angeles and reporting to UMG chief operating officer Boyd Muir. Her remit includes Universal Music Group for Brands (UMGB).

The appointment aims to expand commercial opportunities for artists and songwriters across digital platforms, physical products and live experiences.

Bringing the businesses together

Bush will work across UMG’s labels and businesses to develop and deliver global collaborations with brands and platforms, spanning original content, products, live experiences and new ventures.

“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,” Bush said.

“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.”

Muir said the consolidated function would support artist revenue growth and give commercial partners more ways to connect with audiences.

“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.”

From CAA to UMG

Bush joins from Creative Artists Agency, where she was global head of entertainment partnerships and a member of the agency board. She founded and built CAA’s Entertainment Partnerships division, connecting entertainment businesses with brands and media.

Before joining CAA, Bush founded Tandem Entertainment, an entertainment partnerships agency CAA acquired in 2020.

Her earlier roles included leading global brand partnerships at Marvel Entertainment, with partnerships and co-marketing across the Marvel Cinematic Universe, and positions at ABC Entertainment, the WNBA’s Los Angeles Sparks and the National Basketball Association.

Bush also serves on the board of Turtle Beach Corporation and was named one of Ad Age’s Leading Women in 2025.

Her appointment follows those of Tseyin Foo as president, global supply chain, and Hannah Poferl as chief data officer, as UMG expands specialist support for its labels and teams.