Universal Music Group Appointed AI Executive
The music giant named Òscar Celma as senior vice president of applied AI and machine learning.
Updated on Sept. 28, 2026 in Music — General
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Universal Music Group has announced the appointment of Òscar Celma to serve as senior vice president of applied AI and machine learning. Celma will lead efforts to integrate advanced technological solutions across the company's global operations.
Why it matters
The appointment signals a strategic move to leverage machine learning capabilities to support artists and optimize operational efficiency within the music industry. Celma will work under the leadership of chief data officer Hannah Poferl.
Celma brings extensive industry experience, having previously spent seven years in senior data science roles at Pandora/SiriusXM. His background also includes leadership positions at Spotify, Condé Nast, and BMAT Music Innovators.
The players
Òscar Celma
He is a former director of engineering at Spotify and co-founder of BMAT Music Innovators who now oversees AI strategy at Universal Music Group.
Hannah Poferl
She serves as the chief data officer at Universal Music Group and acts as the direct supervisor for the new AI executive.
Universal Music Group
It is a global music corporation that manages a vast catalog of artists and labels.
The details
Celma will now report directly to Universal Music Group's chief data officer, Hannah Poferl, to spearhead the application of machine learning technologies. The role is designed to enhance the support provided to the company's roster of artists through data-driven innovation.
Timeline
September 28, 2026: Universal Music Group announced the hiring of Òscar Celma.
Industry Dynamics
This move reflects a broader trend of major music labels formalizing executive leadership to manage the rapid integration of artificial intelligence into their business models. By bringing in veteran tech talent, the company positions itself to compete more effectively within the evolving landscape of digital music consumption.
Listeners may see changes in how music discovery and platform recommendations are personalized as the company integrates these new AI tools. These developments could also influence the quality and availability of artist-related content across various streaming services.
The takeaway
This executive hire highlights the increasing importance of technical expertise in maintaining a competitive edge within the global music market. Industry observers will be watching to see how these machine learning applications translate into tangible benefits for both the label and its artists.
Further reading
For more on how technology is reshaping the industry, explore our Music — General section.
Live Poll
Do you believe the adoption of AI tools by major music labels will benefit human artists?
