No. 40: Dave Rocco & Celine Joshua | Power 100



Executive vp creative, Universal Music Group


GM of commercial, content and artist strategy, UMG

300 MILLION STREAMS FOR LELE PONS: UMG's recently minted senior creatives have found quick success in their newly created roles. Rocco, who joined in May after several years as Spotify's global head of artist and label marketing, oversaw a Queen covers project featuring UMG acts Troye Sivan, 5 Seconds of Summer and Shawn Mendes that benefited the Mercury Phoenix Trust and additionally launched several categorywide campaigns with key streaming partners. Joshua, who also joined in May from a senior role at Epic, pioneered a "vertical playlist" strategy at UMG targeting mood- and activity-based video playlists to find additional audiences for emerging and established artists, resulting in a return to No. 1 on the Hot 100 for Halsey's "Without Me." The first artist signed to Joshua's 10:22 imprint also proved a winner, according to Joshua: Latin artist Lele Pons has racked up over 300 million global streams with breakthrough single "Celoso."

MUSIC TREND READY TO BE RETIRED: (Rocco) "The importance of the first week. Sometimes we get so competitive we forget about listeners who might discover a release down the line."

Billboard Power 100 2018