Oscar Celma joins UMG to lead AI and machine‑learning initiatives, marking the music giant’s first dedicated executive role in applied AI.
Universal Music Group announced the hiring of Óscar Celma as its Senior Vice President of Applied AI and Machine Learning, the first position of its kind within the company. Celma arrives from Condé Nast, where he oversaw machine‑learning and product analytics, and previously served as director of engineering at a leading tech firm.
In his new role, Celma will spearhead the integration of AI across UMG’s music creation, distribution, and marketing pipelines. The appointment signals UMG’s commitment to leveraging generative AI and data‑driven insights to enhance artist development, fan engagement, and operational efficiency.
The move follows a broader industry trend of major entertainment companies establishing dedicated AI leadership to stay competitive in a rapidly evolving technological landscape.