Music Business • Technology
Universal Music Group Makes Major Move Into AI
Former Spotify executive Òscar Celma joins UMG to lead applied artificial intelligence and machine learning initiatives.
By Robyn Antonius / Urban Global Entertainment & Media | Editorial Desk
September 28, 2026 · Santa Monica, CA
Artificial intelligence is becoming an increasingly important part of the business behind music.
Universal Music Group announced September 28 that Òscar Celma has been appointed Senior Vice President of Applied AI and Machine Learning, effective immediately.
Celma brings more than two decades of experience spanning artificial intelligence, music discovery, personalization and data.
During his time at Spotify, he helped lead development of AI powered and personalized listening experiences including AI DJ, Jam and Daylist.
At Universal Music Group, Celma will help lead the development and application of artificial intelligence and machine learning across the company’s global labels, divisions and businesses.
The appointment represents another significant intersection between technology, artist development, music discovery and the future of the global music business.
Source: Universal Music Group
