Universal Music Group Names Òscar Celma to Lead Applied AI Strategy

Celma brings over two decades of experience in music discovery and recommendation systems to the Santa Monica-based music giant. During his tenure as Director of Engineering at Spotify, he played a pivotal role in developing consumer-facing features such as AI DJ, Jam, and the algorithmic Daylist. His career path includes significant leadership roles at Pandora and SiriusXM, alongside a background as a researcher and the author of the academic text Music Recommendation and Discovery.

At UMG, Celma will oversee the deployment of machine learning applications to support labels and divisions worldwide. Poferl highlighted his ability to translate large-scale data into actionable product insights as a critical asset for the company's artist-focused initiatives. Celma, who holds a Ph.D. from Universitat Pompeu Fabra, views the new role as an opportunity to align his technical background with UMG’s expansive catalog, focusing on tools that enhance both the creative and commercial dimensions of human artistry.