Todd Goodwin has been promoted to SVP of college, lifestyle and experiential marketing at Universal Music Group.
His new responsibilities include leading an international expansion of UMG’s college programme.
Goodwin, whose promotion is effective immediately, will remain based in Santa Monica and continue reporting to Michele Anthony, EVP of UMG.
UMusic Experience is expanding into territories around the world and is currently opening UK operations in London, Birmingham, Glasgow, Bristol and Manchester. Overseen from UMG’s London office, the UK programme will provide opportunities for international collaboration, as well as becoming a content development resource for UMG’s British labels.
Michele Anthony said: “From the content they produce to their role in marketing and identifying new talent, Todd and his UMusic Experience team have successfully challenged the traditional college marketing paradigm, creating an innovative division that is unmatched in the industry. Campuses have always been important in growing an artist’s fan base, whether that’s playing shows or touring college radio stations. To be successful, now as ever before, it’s essential to speak authentically to this important demographic.”
It’s essential to speak authentically to this important demographic
Goodwin added: “At UMG, our college program has evolved from a traditional street team to one focused on bringing unique skill sets into our company that better position us to serve our artists, support our labels and, in the process, kickstart the careers of those who will lead our industry in the future. I would like to thank Michele Anthony for her vision for what we can achieve within this influential space and her continued mentorship and support - giving us the ability to build best-in-class college, lifestyle and experiential marketing teams prepared to meet the demands of the modern music industry. I’m also incredibly grateful for our amazing labels, the UMusic Experience management team and rep staff for turning ideas into reality.”
Since Goodwin joined UMG in 2015, he has quadrupled the size of the college team – recently renamed UMusic Experience – to more than 100 across the US. Their capabilities now include content creation media, influencer and student organisation outreach, research and A&R scouting, as well as arranging on-campus speaking engagements with UMG artists and executives.
Over the last two years, the UMusic Experience team has worked to support over 400 artists across the US, promoted in excess of 3,500 tour dates and reached students on more than 300 college and universities.