LOS ANGELES (CelebrityAccess) — Universal Music Group has promoted Todd Goodwin to serve as College, Lifestyle and Experiential Marketing, expanding his portfolio at the label giant to include leading an international expansion of UMG’s college program with operations in 50 markets across the U.S.
Goodwin, whose promotion is effective immediately, will remain based at UMG’s global headquarters in Santa Monica and continue reporting to Michele Anthony, Executive Vice President of Universal Music Group.
The college program, UMUSIC Experience, is currently opening U.K. operations in London, Birmingham, Glasgow, Bristol and Manchester. The U.K. operation, overseen from UMG’s London office, will foster international opportunities for UMG artists and become a content development resource for company’s British labels.
Since Goodwin joined UMG in 2015, he has expanded UMG’s college program from a traditional street team to a full service division that includes content creation media, influencer and student organization outreach, research and ideation, A&R scouting, on-campus speaking engagements with UMG artists and executives including a Masterclass series with Ebony Media, social media strategy and live events. In the past two years, the UMUSIC Experience division has worked with more than 400 artists and promoted more than 3,500 tour dates across the U.S, UMG said.
“From the content they produce to their role in marketing and identifying new talent, Todd and his UMUSIC Experience team have successfully challenged the traditional college marketing paradigm, creating an innovative division that is unmatched in the industry. Campuses have always been important in growing an artist’s fan base, whether that’s playing shows or touring college radio stations. To be successful, now as ever before, it’s essential to speak authentically to this important demographic,” UMG’s Michelle Anthony said.