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Libby Bush has joined Universal Music Group (UMG) as president, global brands and commercial partnerships, starting in November. In this new position, Bush will serve a new global function that brings together UMG’s brands, media and commercial partnership businesses, including Universal Music Group for Brands (UMGB). Based in Los Angeles, Bush will report to UMG’s Chief Operating Officer Boyd Muir.

Bush joins UMG from Creative Artists Agency (CAA), where she served as global head of entertainment partnerships and was a member of the agency board. She founded and built CAA’s entertainment partnerships division, establishing it as a leading business connecting entertainment, brands and media. She brings more than two decades of experience driving growth and cultivating relationships at the industry’s highest levels.

 “Music has never been more central to culture, and what artists can build around it has never been bigger,” said Bush in a statement. “Today’s artists are storytellers, founders and brands in their own right. UMG has the greatest artists and songwriters in the world, extraordinary label teams and incredible global reach.”

 “As the ways fans experience music evolve, the opportunities for our artists multiply,” added Muir. “Bringing our brand, media and commercial partnerships together under Libby’s leadership will help extend our artists’ reach and grow their revenues, while giving our partners new ways to build relationships with fans and collaborate with the world’s most influential voices. Libby brings exceptional creative and commercial expertise to the world’s leading music company. She’ll work with our talent, teams, and partners to create memorable experiences for fans, lasting value for brands and new possibilities for artists.”

Before CAA, Bush founded Tandem Entertainment, an entertainment partnerships agency acquired by CAA in 2020. Previously, she led impactful global brand partnerships at Marvel Entertainment, delivering partnerships and co-marketing across the Marvel Cinematic Universe. She has also held roles at ABC Entertainment, the WNBA’s Los Angeles Sparks and the National Basketball Association.

Across her 20-plus year career, Bush has developed and negotiated innovative partnerships involving leading brands, talent, producers, studios and platforms. She currently serves on the board of directors of Turtle Beach Corporation and was named one of Ad Age’s Leading Women in 2025.