Craig ‘Big C’ Mannix promoted to Vice President, Black Music at Universal Music Canada

Craig ‘Big C’ Mannix

 Universal Music Canada (UMC) has promoted Craig ‘Big C’ Mannix to Vice President, Black Music.

In his new role, UMC says that Mannix will “continue to quarterback UMC’s commitment to Black Music with an integrated approach to marketing and A&R”.

Mannix was previously Senior Director, Urban Marketing.

UMC says that his expanded portfolio includes an A&R remit to discover, sign, and support Black Music created by Canadians while continuing to lead the teams responsible for domestic and international Black Music marketing.

Mannix first joined UMC in 2021 to establish the company’s urban music marketing team. 

As part of UMC’s frontline marketing team, the company says that Mannix “ensures a bold and innovative approach to marketing strategy”.

He joins the A&R department “to directly shape and impact artist projects”, adds UMC, and is tasked with signing and developing Black Canadian artists.

On the A&R front, Mannix reports to Jeffrey Remedios, Chairman & CEO, Universal Music Canada, and will be supported by the company’s internal A&R team and what UMC says are a trusted team of external consultants”.    

An industry mainstay since the early 90s, UMC says that Mannix has been a “pivotal part” of the careers of Canadian artists such as K-os, Kardinal Offishall, Choclair and Pressa, and has led global campaigns for some of the biggest names in music. 

In addition to his work in music, Mannix is a founding member of Advance, Canada’s Black Music business collective, co-chairs the Board of Directors of the Remix Project, sits on the Board of Directors for Roy Thompson and Massey Hall, and represents Canada on Universal Music Group’s Task Force for Meaningful Change. 

“Craig’s impact on UMC has been immeasurable.”

Jeffrey Remedios, Universal Music Canada  

Jeffrey Remedios, Chairman & CEO, Universal Music  Canada, said:  “Craig’s impact on UMC has been immeasurable. He’s built a best-in-class domestic marketing team from the ground up, leading impactful campaigns and marking history making firsts for artists like  Savannah Ré, Preston Pablo, and many more.

“Craig is a true pioneer – on top of his decades of marketing experience, he is a smart, sharp and sought-after A&R advisor. With this new role, he is well placed to continue to lead in shaping the  future of Black music culture in Canada.” 

“In my 30 years’ experience in this business, I have yet to see a music company do what we’re doing, and I’m incredibly proud to lead the Black music team.”

Craig ‘Big C’ Mannix

Added Mannix: “At UMC we’re building a department that fully integrates marketing and A&R for Black Music. In my 30 years’ experience in this business, I have yet to see a music company do what we’re doing, and I’m incredibly proud to lead the Black music team.

“I’ve been a marketer, and I’ve been a A&R  manager, and I could not be more excited to lean into doing both with a truly cohesive approach. Black  music drives this industry, and Canada is home to some of the most talented artists in the world. Thank  you to Jeffrey and the team for the chance to bring this to life.”Music Business Worldwide

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