The CAA executive joins in November to oversee a new global function spanning brand partnerships, media, and commercial collaborations across digital platforms, physical products, and live experiences.
Universal Music Group has appointed Libby Bush as President, Global Brands and Commercial Partnerships, bringing its brand, media and commercial partnership businesses together under a newly created role.
Based in Los Angeles, Bush will report to Chief Operating Officer Boyd Muir. Her remit includes Universal Music Group for Brands (UMGB), and she coordinates expertise and relationships across UMG’s labels and businesses to develop collaborations worldwide.
The appointment addresses an expanding part of the music business: what artists can create and earn beyond recorded releases. UMG says the new function will support partnerships involving original content, products, digital channels and live experiences, rooted in artists’ identities and their connections with fans.
Bush joins from Creative Artists Agency, where she founded its Entertainment Partnerships division, served as Global Head of Entertainment Partnerships and sat on the Agency Board.
Bush said:
Today’s artists act as storytellers, founders, and brands in their own right. I am thrilled to bring those strengths together to give artists even more ways to reach fans and develop lasting businesses, and to give brands a meaningful role in something people love.
Before CAA, Bush founded Tandem Entertainment, which the agency acquired in 2020. Her earlier career included global brand partnerships at Marvel Entertainment, as well as roles at ABC Entertainment, the WNBA’s Los Angeles Sparks and the NBA.
Muir said bringing the businesses together would help extend artists’ reach and grow their revenues, while giving commercial partners new ways to connect with fans.
The move follows UMG’s appointments of Tseyin Foo as President, Global Supply Chain, and Hannah Poferl as Chief Data Officer, strengthening central support for its labels.
For artists, the test will be whether that coordination delivers commercially useful partnerships while preserving the creative identity that made brands interested in the first place.