Celine Joshua has been elevated to executive vice president of global marketing and streaming at BMG, expanding her leadership across the company’s worldwide marketing and DSP operations. In this expanded role, she oversees the strategic alignment of BMG’s global marketing and streaming initiatives across 18 international offices in 13 markets.
Joshua will continue overseeing marketing operations, content and creative, and audience insights and analytics, unifying these functions under a data‑driven strategy to strengthen the global impact of BMG’s artists, songwriters and catalog. Her mandate also includes expanding BMG’s digital ecosystem, improving fan‑engagement models, and accelerating innovation in emerging AI technologies and new formats.
“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,” said Thomas Coesfeld, BMG CEO, in a statement. “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.”
Since joining BMG in 2024 as evp of global marketing, Joshua has significantly advanced the company’s digital‑first strategy, leading global campaigns and fan‑engagement experiences for artists across frontline and catalog divisions. She also helped expand BMG’s streaming and platform business, contributing to the company’s direct‑licensing framework and new creative and commercial opportunities for artists.
“The next era of music will be defined by fan participation, not just consumptio,” Joshua added. “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.
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Before BMG, Joshua served as evp of commercial innovation and artist strategy at Universal Music Group, where she developed next‑generation artist experiences, brand extensions and commercial pathways. She has been widely recognized in the industry, including Billboard’s Power 100 and Women in Music. In 2018, Joshua founded UMG’s Web3‑focused label 10:22PM, which created the virtual act KINGSHIP using Bored Ape Yacht Club NFTs. During her UMG tenure, she worked with major artists including Taylor Swift, The Weeknd, Sam Smith, Snoop Dogg, and Elton John.
Earlier in her career, she held digital leadership roles at Warner Music, Disney Music, and Sony Music.
