Universal Music Group Appoints Libby Bush As President, Global Brands And Commercial Partnerships

Universal Music Group (UMG) has appointed Libby Bush as President, Global Brands and Commercial Partnerships, a newly created role aimed at expanding the company’s brand, media and commercial partnership initiatives globally. Bush will join the company in November and report to UMG Chief Operating Officer Boyd Muir.

Based in Los Angeles, Bush will lead a new global function that combines UMG’s brands, media and commercial partnership businesses, including Universal Music Group for Brands (UMGB). The move is designed to create new opportunities for artists and songwriters through collaborations spanning digital platforms, physical products and live experiences.

Bush joins UMG from Creative Artists Agency (CAA), where she served as Global Head of Entertainment Partnerships and was a member of the agency’s board. She founded CAA’s Entertainment Partnerships division and brings more than two decades of experience across entertainment, media and brand collaborations. Before CAA, she founded Tandem Entertainment, which was acquired by the agency in 2020.

Commenting on the appointment, Bush said that music has become increasingly central to culture and that artists today are building businesses that extend beyond recorded music into experiences, products and brand partnerships. She added that she looks forward to creating collaborations that strengthen connections between artists, brands and fans worldwide.

Boyd Muir, COO, UMG, said bringing brand, media and commercial partnerships together under Bush’s leadership will help expand artists’ reach, unlock new revenue streams and create meaningful opportunities for brand partners.

Prior to her agency career, Bush held roles at Marvel Entertainment, ABC Entertainment, the Los Angeles Sparks and the National Basketball Association. She also serves on the board of Turtle Beach Corporation and was named among Ad Age’s Leading Women in 2025.