Universal Music Group has appointed Dave Rocco to the newly created position of executive vice president, Creative.
Rocco will utilise established and emerging channels to develop digital campaigns and work with UMG’s labels on coordinated global strategies with its commercial partners.
Rocco, who most recently served as Spotify’s global head of artist and label marketing, will be based at UMG’s global headquarters in Santa Monica. He reports to Sir Lucian Grainge, UMG’s chairman and CEO, and the appointment is effective May 15.
Grainge said, “I’m thrilled to welcome Dave to Universal Music Group, where he will build on our ability to connect artists at every stage of their careers with even larger audiences. Dave has a unique ability to create powerful narratives that bring together artists and fans, and I’m confident he will be a great resource for our labels and partners around the world.”
“Universal Music has always been ahead of the curve when it comes to advancing the careers of their artists through thoughtful and cutting-edge campaigns,” said Rocco. “I’m excited to join the incredible team already in place and to help elevate the careers of some of the most artistically and commercially successful artists in the industry.”
At Spotify, Rocco worked with artists including 21 Savage, Camila Cabello, Alessia Cara, Cardi B, Miley Cyrus, Future, Halsey, Kehlani, Shawn Mendes, Khalid, Julia Michaels, Sam Smith, 2 Chainz and The Weeknd to develop campaigns to connect with global audiences.
Prior to Spotify, Rocco joined the advertising agency Deutsch in 2012 as EVP, music creative director, where he created a music program for brands and artists including Target, VW, Sprint, as well as Imagine Dragons, Gwen Stefani, Adele, Beck, Luke Bryan and Charlie Puth.
The appointment follows Sony Music UK's move to reshape its creative division under the leadership of Cassandra Gracey.