Universal Music Group Names Òscar Celma as Company’s First Senior VP, Applied AI & Machine Learning

Universal Music Group (UMG) has appointed Òscar Celma as their first senior vice president for applied AI and machine learning, marking a pioneering step for the company. Celma, who hails from Condé Nast where he managed machine learning and product analytics, previously served as Spotify's director of engineering. In his new role, he will be under the supervision of Hannah Poferl, UMG's chief data officer, and will be tasked with leveraging AI and machine learning to enhance the label's operations.

Celma's appointment is viewed as a crucial move for UMG, given the company's commitment to integrating AI into various aspects of its business. Poferl lauded Celma's blend of quantitative and product experience, his deep AI expertise, and his passion for music. During his tenure at Spotify, Celma was instrumental in developing AI DJ, Jam, and Daylist, integrating advanced technologies into the platform.

Celma's career has been marked by a consistent focus on leveraging technology to benefit artists, songwriters, and music enthusiasts. He had previously worked in data science at Pandora/SiriusXM and was a senior research scientist at Gracenote. Celma also co-founded BMAT Music Innovators and served as its chief innovation officer.

He commented on his enthusiasm to join UMG, noting the company's leadership in employing AI to unlock new creative and commercial opportunities. He looks forward to collaborating with Poferl and leaders across UMG to further develop their AI and machine learning capabilities, ensuring they support human artistry. UMG has been active in AI partnerships recently, including a collaboration with Spotify for AI covers and remixes, and a deal with ElevenLabs for remixes and mashups.