Universal Music Group (UMG) announced Tuesday (Feb. 27) that Celine Joshua has been brought on as general manager of commercial content and artist strategy.
In the newly created role, effective May 1, Joshua will work with all UMG labels, its publishing company and all of UMG’s global territories. She will also lead a new UMG label called 10:22 pm, which will specialize in “signing and developing recording artists, social media influencers and digital media creators with a focus on creating multimedia content and advancing new forms of storytelling,” according to a press release. Joshua will report to chairman and CEO Lucian Grainge.
“Universal Music continues to lead the industry in developing new creative and commercial opportunities for our artists and labels around the world,” said Grainge in a statement. “Our success will only accelerate with the addition of Celine, who has built an exceptional track-record of identifying projects that drive tangible results. I’m looking forward to having her work with our label and territory leaders to find even more opportunities across digital services and platforms, while building 10:22 pm into a progressive home for new forms of digital content.”
In her most recent role, Joshua oversaw commerce and strategy at Epic Records for such top-tier artists as 21 Savage, Future, DJ Khaled, Fifth Harmony, French Montana, Travis Scott and Camila Cabello. Notably, Joshua created the release strategy that helped Future earn the No. 1 spot on Billboard’s Top 200 two weeks in a row for two different albums, making him the first artist to do so.
“We have only begun to scratch the surface of what’s possible on digital platforms in terms of building the artist fanbase, delivering content for a digital-first audience and driving new sources of revenue,” added Joshua. “Universal Music has continued to be at the forefront of these efforts and I’m thrilled to take this next step in my career with an entrepreneurial-minded executive team. I would like to especially thank Lucian for this incredible opportunity.”