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Universal Music Group (UMG) has promoted Todd Goodwin to Senior Vice President, Culture Marketing and Creative Strategy at °1824, an in-house creative and marketing division.
Goodwin, who has been heading °1824 since its inception in 2019, will continue to lead in-house services and infrastructure to meet the evolving needs of UMG’s roster of artists, labels, and brands, UMG said Tuesday (May 14).
Under Goodwin’s leadership, °1824, with a staff of young creatives, has become a resource offering a range of services including content creation, public relations, A&R scouting, brand partnerships, strategic insights, and experiential marketing. Notably, the division has helped produce live-streaming events via 3point5, UMG’s Twitch channel, providing artists with a platform to connect directly with their fans.
“Todd has created a best-in-class creative resource as well as a path for the next generation of industry leaders. I’m thrilled to announce his promotion and congratulate the 1824 team on all of their accomplishments,” said UMG.
Goodwin’s journey at UMG began in 2015 when he joined as VP of College and Lifestyle Marketing. His vision for an internal creative and marketing team led to the establishment of °1824, which now offers a full-time management team across multiple locations and a network of 75 part-time employees across the country. The ranks of the division’s alumni include over 100 employees who have been placed in full-time roles at UMG.
Recent projects overseen by °1824 include organizing press conferences, producing music videos, and executing marketing campaigns for artists such as Ringo Starr, Maggie Rogers, and Kid Cudi, among others. The division’s portfolio also includes collaborations with Taylor Swift, The Rolling Stones, Selena Gomez, Olivia Rodrigo, James Bay, Katy Perry, Lewis Capaldi, Lil Baby, NCT 127, and Remi Wolf among others.
“THE °1824 DIVISION OF UMG WAS BUILT TO PROVIDE OUR ARTISTS AND LABELS WITH ACCESS TO HIGH-QUALITY CREATIVE RESOURCES… IT AIMS TO DEVELOP THE CAREERS OF THE BEST EMERGING TALENT, WHO POSSESS THE SKILLS AND AGILITY NEEDED TO TACKLE DISRUPTION IN REAL TIME.”
TODD GOODWIN, UNIVERSAL MUSIC GROUP
°1824 has also generated content amassing over a billion views, with its PR team securing over 2,000 placements annually, which UMG says contributes significantly to the visibility of its artists and projects.
“The °1824 division of UMG was built to provide our artists and labels with access to high-quality creative resources,” Goodwin said.
“Simultaneously, it aims to develop the careers of the best emerging talent, who possess the skills and agility needed to tackle disruption in real time. I am privileged to serve the best artists and labels in the world and am excited to shape the future of the music industry with them.”
Goodwin’s promotion follows a string of recent appointments at the wider Universal Music Group. In March, Universal Music Publishing Group appointed Adriana Ramos as Managing Director, UMPG Brazil. That followed the appointment of Alfredo Delgadillo as CEO & President of Universal Music México in January, and that of former Warner Music Group executive Ming Lu to the newly created role of Vice President of Artist Development and Entertainment Strategy at Universal Music Greater China.
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