UMG Names Òscar Celma SVP of Applied AI and Machine Learning
Universal Music Group named Òscar Celma its first Senior Vice President, Applied AI and Machine Learning on September 28, 2026. Celma, who helped build Spotify's AI DJ, Jam and Daylist features, will lead AI work across all of UMG's labels and report to chief data officer Hannah Poferl.
Universal Music Group hired Òscar Celma as its first Senior Vice President, Applied AI and Machine Learning. The company announced the move on September 28, 2026, according to a PR Newswire release. Celma spent years at Spotify, where he helped build AI DJ, Jam and Daylist.
This matters for anyone who makes music with AI tools. UMG owns some of the world's biggest catalogs and is suing AI music generators over copyright, even as it builds its own AI systems. Celma's new job puts one person in charge of that AI push across every UMG label. For more on where the industry is headed, read our AI music trends guide.
What happened
Universal Music Group named Òscar Celma Senior Vice President, Applied AI and Machine Learning, effective September 28, 2026. He reports to Hannah Poferl, UMG's chief data officer, according to PR Newswire. Billboard and Music Business Worldwide confirmed the hire the same day. In the role, Celma will lead how UMG builds and uses AI and machine learning across its labels, divisions and businesses worldwide.
Who is Òscar Celma
Celma has spent more than two decades working on AI, music discovery and personalization. Most recently he led Machine Learning and Product Analytics at Condé Nast. Before that, he was a Director of Engineering at Spotify, where his teams built AI DJ, Jam and Daylist, personalization features used by hundreds of millions of listeners. He holds a Ph.D. in Computer Science and Digital Communication from Universitat Pompeu Fabra in Barcelona and wrote the book Music Recommendation and Discovery.
- Spotify: Director of Engineering, helped build AI DJ, Jam and Daylist
- Pandora and SiriusXM: seven years in senior data science roles focused on music discovery and recommendation
- Condé Nast: led Machine Learning and Product Analytics
- Gracenote: senior research scientist
- BMAT Music Innovators: co-founder and Chief Innovation Officer
Why it matters for creators using Suno and Udio
UMG is running two tracks at once. It is suing Suno for copyright infringement alongside Sony Music, a case that could reshape how AI music generators train their models. See our coverage of the $9 billion Suno lawsuit for the details. At the same time, UMG is investing in AI it controls, and Celma's hire is part of that build-out. For creators, that split matters: UMG's own AI tools may come with licensing UMG approves, while tools like Suno and Udio remain in legal dispute with the label. Our AI music statistics page tracks how fast AI adoption is moving across the industry.
What happens next
Celma started the role immediately. UMG has not announced specific products tied to his hire. Watch our weekly AI music news roundup for updates as UMG rolls out new AI tools or policies under his lead.
Recommended tools
Affiliate links — we may earn a commission at no cost to you.
Free PDF — the prompt recipes our desk actually uses. One email a week.
Frequently asked
What will Òscar Celma do at Universal Music Group?
He will lead the development and use of AI and machine learning across UMG's labels, divisions and businesses worldwide, reporting to chief data officer Hannah Poferl, according to PR Newswire.
Does this change UMG's lawsuit against Suno?
No. UMG, Sony Music and Warner are still pursuing their copyright case against Suno, covered in our piece on the [$9 billion Suno lawsuit](/universal-sony-launch-new-9-billion-lawsuit-against-ai). Celma's role is about building AI tools for UMG's own artists and labels, not the litigation.