Universal Music Group Names Òscar Celma SVP of Applied AI and Machine Learning

Universal Music Group has appointed Òscar Celma senior vice president of Applied AI and Machine Learning, adding an executive whose previous work at Spotify, Pandora and other technology companies has focused on music recommendation, personalization and data science.

Celma’s appointment is effective immediately. He will help lead the development and application of artificial intelligence and machine learning across UMG’s global labels, divisions and businesses, reporting to Chief Data Officer Hannah Poferl.

The newly announced role puts Celma at the intersection of music, data and AI as UMG explores how machine learning can support artists and its broader operations. His background includes developing consumer-facing recommendation systems as well as building teams responsible for applying large-scale data to music discovery and digital products.

At Spotify, Celma helped develop personalized listening experiences including AI DJ, Jam and Daylist, along with other personalization and discovery products used across the streaming platform.

As director of engineering at Spotify, he led engineering teams responsible for new listening experiences. The work combined machine learning, recommendation technology and product development to personalize how listeners discover and interact with music.

“Òscar brings a unique blend of quantitative and product experience, deep expertise in AI, and a love of music,” Poferl said. “He’s built teams that have delivered and knows how to turn data at scale into useful insights.”

Poferl said UMG’s extensive data resources create opportunities to apply Celma’s experience across the company in ways that support its artists.

Most recently, Celma led Machine Learning and Product Analytics at Condé Nast, giving him experience applying AI and data science outside the music industry.

Before Spotify, he spent seven years at Pandora and SiriusXM in senior data science leadership positions focused on machine learning, music discovery and recommendation. Earlier in his career, Celma worked as a senior research scientist at music data and technology company Gracenote.

He also co-founded Barcelona-based BMAT Music Innovators, where he served as chief innovation officer. BMAT develops music monitoring and reporting technology used across the music industry.

Celma’s combination of research, engineering and product experience gives UMG additional technical leadership as the music industry works through both the opportunities and challenges created by generative AI and other machine-learning technologies.

UMG has been active in discussions surrounding the use of AI in music, particularly around protecting artists and songwriters while developing applications that can expand creative and commercial opportunities. Celma’s position is focused on applying AI and machine learning within the company while supporting human creativity.

“I’ve spent much of my career exploring how technology can serve artists, songwriters and music fans,” Celma said. “I look forward to working with Hannah and leaders across UMG to advance our AI and machine learning capabilities to support human artistry.”

Celma holds a Ph.D. in Computer Science and Digital Communication from Universitat Pompeu Fabra in Barcelona. He has published research in music information retrieval and recommendation systems and is the author of Music Recommendation and Discovery, published by Springer.

Universal Music Group operates businesses spanning recorded music, music publishing, merchandising and audiovisual content. Its global portfolio includes labels, music catalogs and other businesses involved in developing, distributing and commercializing music.

Celma’s appointment gives UMG a senior AI executive with experience across the technical and commercial sides of digital music as the company expands the use of machine learning throughout its global operations.