Nick Osborne has been promoted to Senior Vice President, Digital Strategy & Business Development for Capitol Music Group (CMG).
The news was announced today (September 22) by the company’s COO, Michelle Jubelirer, to whom Osborne reports.
In his elevated position, Osborne leads a dedicated team of Digital Marketers, Media planners/Advertisers, Developers, Digital Media Designers, Insights Analysts, CRM specialists, and Social Media Managers that provides those services for CMG and its artists across the company’s portfolio of labels.
He also oversees all of the company’s digital agreements and continues to co-lead Capitol’s Innovation Center, which he co-founded in 2018.
Osborne is based in Hollywood within the Capitol Tower.
Since joining CMG in 2016, Osborne’s efforts have led to CMG becoming the first US major label group to bring all digital advertising in-house, utilizing artist data to enable more efficient and cost-effective ad buys.
Osborne architected a proprietary marketing tech platform now utilized throughout Universal Music Group (UMG) which powers more than 300 artist websites globally.
In addition, he leads CMG’s YouTube Audience strategy, working on key strategic partnerships with multi-channel networks and creators like World Star Hip Hop, The District and The Nations.
“Nick brings such an innovative approach to the digital space, and his initiatives have proven to be of great benefit to our artists, our company and the industry at large.”
As the global pandemic led to enormous disruption, Osborne led strategies to continue providing for CMG artists by working with key strategic digital partners (Facebook, TikTok, YouTube) to provide effective opportunities for artists and best practices for them to engage with their fans online.
He also co-leads CMG’s podcast strategy which has invested in key strategic podcasts that have promotional and A&R value, and is producing new and original music-focused content with key digital partners.
Osborne has been integral to the success of recent campaigns for CMG artists such as Lil Baby, Halsey, Katy Perry, Migos, Niall Horan, Norah Jones, Lewis Capaldi, Lil Yachty, City Girls, Fletcher, Super M, Ninjajwerks and Beck.
Prior to joining CMG in 2016 as Director of Digital Strategy & Product, Osborne led Digital Strategy for UMG Canada, having joined that company as a web developer creating bespoke artist sites and online campaigns.
He also co-founded Physical Presents, a UMG Canada dance music imprint (now independent), which most notably signed Felix Cartal, the Juno Award winner for best Dance Recording in 2020 for his song (feat. Lights) Love Me.
Another Juno was awarded in 2017 for Best Dance Recording to artist Bit Funk, for Off The Ground.
“I want to thank Steve Barnett, Michelle, Geoff Harris and everyone at CMG for their continued investment and support in me and my team as we strive to make our labels the most digitally forward and innovative in the industry.”
Jubelirer said: “Nick brings such an innovative approach to the digital space, and his initiatives have proven to be of great benefit to our artists, our company and the industry at large.
“I know that everyone within CMG joins me in congratulating Nick on this well-deserved promotion.”
Osborne added: “I want to thank Steve Barnett, Michelle, Geoff Harris and everyone at CMG for their continued investment and support in me and my team as we strive to make our labels the most digitally forward and innovative in the industry.
“Our passion for music is matched by our desire to remain at the forefront of digital technologies, content platforms, and trends, so that we can help our artists constantly push the envelope of creative expression and story-telling in the digital realm.”
Music Business Worldwide