BMG has promoted Celine Joshua to Executive Vice President, Global Marketing & Streaming.
The promotion expands her leadership across the company’s worldwide marketing and DSP platforms.
According to BMG, in her newly elevated role, Los Angeles-based Joshua oversees the “strategic alignment” of the company’s global marketing and streaming efforts across 18 international offices in 13 key markets.
Additionally, she will continue to lead BMG’s marketing operations, content and creative, and audience insights and analytics teams, unifying these “strategic operations” under what the company described as “a comprehensive, data-driven approach designed to strengthen artist, catalog, and songwriter impact worldwide”.
BMG added that Joshua’s mandate includes advancing the company’s “global digital ecosystem, enhancing fan-engagement models, and accelerating the company’s work in emerging AI technologies and commercial formats”.
Since joining BMG in 2024 as EVP, Global Marketing, Joshua has played a “central role in advancing the company’s digital-first strategy and modernizing its approach to artist development,” BMG said on Monday (January 26).
The company added that she has “led global campaigns and innovative fan experiences for a diverse range of high-profile artists across BMG’s front-line and catalog divisions”.
She was also “instrumental in continuing BMG’s streaming and platform business expansion, helping architect the company’s direct licensing ecosystem, developing new creative and commercial opportunities for artists at every stage of their careers”.
Prior to joining BMG, Joshua served as Executive Vice President of Commercial Innovation & Artist Strategy at Universal Music Group, where she worked across the company’s global recorded music business to develop next-generation artist experiences, brand extensions, and new commercial pathways.
“Celine’s elevation reflects both her achievements and BMG’s commitment to accelerating growth through technological innovation, artist-centric strategy, and our global where possible, local where needed paradigm.”
Commenting on Joshua’s appointment, Thomas Coesfeld, BMG CEO, said: “Celine’s elevation reflects both her achievements and BMG’s commitment to accelerating growth through technological innovation, artist-centric strategy, and our global where possible, local where needed paradigm.
“Her considered approach, coupled with her deep understanding of how artists and fans connect across platforms and how AI can amplify music experience, makes her uniquely equipped to drive BMG’s next chapter forward.”
“The next era of music will be defined by fan participation, not just consumption.”
Celine Joshua
Joshua added: “The next era of music will be defined by fan participation, not just consumption.
“Over the next chapter at BMG, we’ll use technology to serve artists and songwriters more intelligently – connecting fan engagement, creation, and commerce in new ways.
“I’m thankful to Thomas Coesfeld and our teams for the opportunity to build, together.”Music Business Worldwide
