Universal Music Group Taps Spotify's Dave Rocco for EVP, Creative Role

Courtesy of UMG
Dave Rocco

Dave Rocco, most recently Spotify's global head of artist and label marketing, has moved over to Universal Music Group in the newly created position of executive vice president, creative. The industry veteran will now develop digital campaigns for UMG artists and work with the company's labels to spearhead global strategies with its various outside partners.

Rocco will be based at UMG's global headquarters in Santa Monica, Calif. and report directly to chairman and CEO Sir Lucian Grainge, who said he expects his new creative chief to "build on our ability to connect artists at every stage of their careers with even larger audiences."

At Spotify, Rocco developed successful campaigns for artists including Camila Cabello, Alessia Cara, Cardi B, Miley Cyrus, Future, Halsey, Kehlani, Shawn Mendes, Khalid, Julia Michaels, Sam Smith, Two Chainz and The Weeknd, among others. He also championed several social-minded initiatives, including Spotify's Pride campaign, Black History, No Moment for Silence and One Love Manchester.

Prior to joining Spotify in 2016, Rocco was the evp and music creative director at advertising agency Deutsch, where he created music campaigns for various brands and artists including Target, Imagine Dragons, Adele, Luke Bryan and Sprint. Before Deutsch, Rocco worked at BBDO and he started his career at age 14 as a producer at Z100 in NYC.

"Dave has a unique ability to create powerful narratives that bring together artists and fans, and I'm confident he will be a great resource for our labels and partners around the world," said Grainge.

Added Rocco, "Universal Music has always been ahead of the curve when it comes to advancing the careers of their artists through thoughtful and cutting-edge campaigns. I'm excited to join the incredible team already in place and to help elevate the careers of some of the most artistically and commercially successful artists in the industry."

Rocco's appointment at UMG is effective May 15.