Universal Music Group (UMG) has appointed Òscar Celma, previously an engineering director at Spotify, as senior vice president of applied artificial intelligence (AI) and machine learning (ML).
Celma will oversee machine learning and AI initiatives across UMG’s global operations and report to Hannah Poferl, the company’s chief data officer.
At Spotify, Celma contributed to AI-driven listening features including Daylist, AI DJ, and Jam. Before that, he led machine learning and product analytics at global editorial publisher Condé Nast.
The appointment follows UMG’s licensing agreement with AI music company ElevenLabs.
“Òscar brings a unique blend of quantitative and product experience, deep expertise in AI, and a love of music. He’s built teams that have delivered and knows how to turn data at scale into useful insights. With the breadth and depth of UMG’s data, there’s enormous potential for him to help our teams do more for our artists.”
Poferl said.
“I’ve spent much of my career exploring how technology can serve artists, songwriters and music fans. It’s an exciting time to join Universal Music Group, given its industry leadership in using AI to expand what’s creatively and commercially possible. I look forward to working with Hannah and leaders across UMG to advance our AI and machine learning capabilities to support human artistry.”
Celma said.
