UMG Elevates Todd Goodwin to SVP of College, Lifestyle and Experiential Marketing

Jordan Strauss
Todd Goodwin

Universal Music Group has elevated Todd Goodwin to senior vp of college, lifestyle and experiential marketing at the label, an expansion of his role that will bring UMG's college program to international campuses. The promotion is effective immediately, with Goodwin continuing to be based at UMG's Santa Monica headquarters and reporting to executive vp Michele Anthony.

Goodwin has quadrupled the size of UMGs college team since joining the company in 2015. Recently renamed UMUSIC Experience, the division has more than 100 reps across the U.S. working on content creation, student organization outreach, A&R scouting, social media strategy and live events, among other duties. The team has delivered support for over 400 artists, promoted more than 3,500 tour dates and reached students at 300-plus colleges and universities.

The UMUSIC Experience is currently expanding to several U.K. territories as well, including in London, Birmingham and Manchester.

"From the content they produce to their role in marketing and identifying new talent, Todd and his UMUSIC Experience team have successfully challenged the traditional college marketing paradigm, creating an innovative division that is unmatched in the industry," said Anthony in making the announcement on Friday. "Campuses have always been important in growing an artist’s fan base, whether that’s playing shows or touring college radio stations. To be successful, now as ever before, it’s essential to speak authentically to this important demographic."

Goodwin added that his team has "evolved from a traditional street team to one focused on bringing unique skill sets into our company that better position us to serve our artists, support our labels and, in the process, kick-start the careers of those who will lead our industry in the future. I would like to thank Michele Anthony for her vision for what we can achieve within this influential space and her continued mentorship and support - giving us the ability to build best-in-class college, lifestyle and experiential marketing teams prepared to meet the demands of the modern music industry. I’m also incredibly grateful for our amazing labels, the UMUSIC Experience management team and rep staff for turning ideas into reality."