Strategist, Artist Insights & Strategy

Strategist, Artist Insights & Strategy

Universal Music Group UK

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Music is Universal. It’s the passionate and dedicated team at Universal Music who help make us the world’s leading music company. From A&R to finance, legal to digital, sales to marketing, Universal Music is the place to grow and develop your career within a truly commercial and innovative business that leads in everything it does.

Everyone is welcome to apply for our roles, and we are determined to ensure that no applicant or employee receives less favourable treatment because of gender, race, disability, sexual orientation, religion, belief, age, marital status, background, pregnancy, or caring responsibilities. We also recognise the importance of diversity of thought within our teams and are fully committed to embracing the talents of people with autism, dyslexia, ADHD, and other forms of neurocognitive variation.

We will always seek to make appropriate adjustments to recruitment, workplaces, and work processes to be fully inclusive to people with different needs and working styles. If you need us to make any reasonable adjustments for you from application onwards, including alternatives to the online form or to disclose a neurocognitive condition, please email Uni

UMG’s Global Insight team manages the most powerful and effective data sets and research capabilities in the music industry. As well as utilising sales, commercial / partner data, and social media analytics, the Global Insight team manages extensive consumer data from around the world, delivering unique detail into evolving attitudes and behaviours of today’s music consumers.

Global Insight is a 15+ staff team, with presence in London, New York and Los Angeles. This role is based in London reporting directly to Senior Manager, Artist Insights & Strategy (based in London).

The Artist Insights & Strategy team leads strategic insights and research for Universal Music Group’s esteemed record labels and business units. Our department supports marketing, commercial, and A&R label teams for a range of international artist brands; from emerging acts to global superstars to catalog acts. Beyond research that informs artist campaigns & marketing, our team is also focussed on thought leadership pieces, identifying broader trends in the media and marketing landscape that can help our artists innovate and stay ahead of the curve.

A key focus of this role will be to support a selection of labels under UMG spanning multiple genres (pop, hip hop/rnb, country, latin, k‑pop etc.). A passion and broad knowledge of artists & music across the board is key.

• Research and track the audience of our artists, dissecting artist brands to uncover their unique DNA, and exploring audience perceptions and engagement across key markets to derive actionable insights.
• Involve in projects from start to finish, offering analytical and consultative support; heavy focus on data analysis and artist brand exploration.
• Be an enthusiastic and pro‑active team player.
• Be fanatical about music and pop culture, with an ability to speak confidently about artists & music.
• Think beyond the data, and layer insights with creative and strategic thinking to build exciting and meaningful narratives.
• Present to teams across the business, directly influencing release campaigns, marketing strategies, and the media planning process.

• Social analytics (proven experience with social listening tools; tracking brand sentiment and unearthing actionable insights from this data)
• Creator culture (deep understanding of the short‑form video landscape, and experience analysing trends and subcultures across Tik Tok, Reels, and Shorts)
• Qualitative research (focus group/interview set‑up, recruitment spec development, discussion guide writing, moderation, etc.)
• Comfortable with large data sets with an ability to bring data to life in an intelligent and compelling way (storytelling is key).
• Conduct analysis using multiple data sources and bring these together to form a cohesive narrative…