{"id":91522,"date":"2026-09-28T19:20:54","date_gmt":"2026-09-28T19:20:54","guid":{"rendered":"https:\/\/site.itshrt.com\/hiphopmagizine\/umg-appoints-oscar-celma-as-senior-vice-president-applied-ai-and-machine-learning\/"},"modified":"2026-09-28T19:20:54","modified_gmt":"2026-09-28T19:20:54","slug":"umg-appoints-oscar-celma-as-senior-vice-president-applied-ai-and-machine-learning","status":"publish","type":"post","link":"https:\/\/site.itshrt.com\/hiphopmagizine\/umg-appoints-oscar-celma-as-senior-vice-president-applied-ai-and-machine-learning\/","title":{"rendered":"UMG Appoints \u00d2scar Celma as Senior Vice President, Applied AI and Machine Learning."},"content":{"rendered":"<p> <script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-6606220950177433\"\r\n     crossorigin=\"anonymous\"><\/script>\r\n<!-- ItShrt Hip Hop Magizine News -->\r\n<ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-6606220950177433\"\r\n     data-ad-slot=\"9431463036\"\r\n     data-ad-format=\"auto\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n     (adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script><br \/>\n<\/p>\n<div>\n<p><span style=\"color: #000000;\">Universal Music Group today announced the appointment of \u00d2scar Celma as Senior Vice President, Applied AI and Machine Learning, effective immediately.<\/span><br \/><span style=\"color: #000000;\">A recognized expert in AI, machine learning and music recommendation, Celma has helped shape how people discover and experience music. At Spotify, he helped lead the development of AI-powered personalized listening experiences including AI DJ, Jam and Daylist, as well as personalization and discovery products used by hundreds of millions of listeners worldwide.<\/span><\/p>\n<p><span style=\"color: #000000;\">Celma will help lead the development and application of AI and machine learning across UMG\u2019s global operations, supporting UMG\u2019s labels, divisions and businesses. He will report to Hannah Poferl, UMG\u2019s Chief Data Officer.<\/span><\/p>\n<p><span style=\"color: #000000;\">Hannah Poferl, UMG\u2019s Chief Data Officer, said, \u201c\u00d2scar brings a unique blend of quantitative and product experience, deep expertise in AI, and a love of music. He\u2019s built teams that have delivered and knows how to turn data at scale into useful insights. With the breadth and depth of UMG\u2019s data, there\u2019s enormous potential for him to help our teams do more for our artists.\u201d<\/span><\/p>\n<p><span style=\"color: #000000;\">Celma said, \u201cI\u2019ve spent much of my career exploring how technology can serve artists, songwriters and music fans. It\u2019s an exciting time to join Universal Music Group, given its industry leadership in using AI to expand what\u2019s creatively and commercially possible. I look forward to working with Hannah and leaders across UMG to advance our AI and machine learning capabilities to support human artistry.<\/span><\/p>\n<p><span style=\"color: #000000;\">Most recently, Celma led Machine Learning and Product Analytics at Cond\u00e9 Nast. Previously, as Director of Engineering at Spotify, he led engineering teams responsible for new listening experiences. He also spent seven years at Pandora\/SiriusXM in senior data science leadership roles, focused on machine learning, music discovery, and recommendation. Earlier in his career, he was a Senior Research Scientist at Gracenote and co-founder and Chief Innovation Officer of Barcelona-based BMAT Music Innovators.<\/span><\/p>\n<div class=\"code-block code-block-2\" style=\"margin: 8px auto; text-align: center; display: block; clear: both;\">\n<a title=\"Hip-Hop hats, buckets, snapbacks, beanies.\" href=\"https:\/\/rapindustry.com\/shop\/\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-64516 size-full\" alt=\"\" width=\"800\" height=\"500\" src=\"https:\/\/rapindustry.com\/wp-content\/uploads\/2026\/04\/hip-hop-hats.jpg\"\/><img decoding=\"async\" class=\"aligncenter wp-image-64516 size-full\" src=\"https:\/\/rapindustry.com\/wp-content\/uploads\/2026\/04\/hip-hop-hats.jpg\" alt=\"\" width=\"800\" height=\"500\"\/><\/a><\/div>\n<p><span style=\"color: #000000;\">Celma holds a Ph.D. in Computer Science and Digital Communication from Universitat Pompeu Fabra in Barcelona and is a widely published researcher in music information retrieval and recommendation systems. He is the author of the Springer-published book Music Recommendation and Discovery.<\/span><\/p>\n<p><!-- CONTENT END 1 -->\n\t\t\t\t\t\t\t\t\t<\/div>\n<script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-6606220950177433\"\r\n     crossorigin=\"anonymous\"><\/script>\r\n<!-- ItShrt Hip Hop Magizine News -->\r\n<ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-6606220950177433\"\r\n     data-ad-slot=\"9431463036\"\r\n     data-ad-format=\"auto\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n     (adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\n","protected":false},"excerpt":{"rendered":"<p>Universal Music Group today announced the appointment of \u00d2scar Celma as Senior Vice President, Applied AI and Machine Learning, effective<\/p>\n","protected":false},"author":1,"featured_media":91523,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[540,58,39,6110],"class_list":["post-91522","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-ai","tag-behind-the-scenes","tag-news","tag-umg"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>UMG Appoints \u00d2scar Celma as Senior Vice President, Applied AI and Machine Learning. - Hip Hop News<\/title>\n<meta name=\"description\" content=\"\u201cI\u2019ve spent much of my career exploring how technology can serve artists, songwriters and music fans. It\u2019s an exciting time to join Universal Music Group,&quot;\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/site.itshrt.com\/hiphopmagizine\/umg-appoints-oscar-celma-as-senior-vice-president-applied-ai-and-machine-learning\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"UMG Appoints \u00d2scar Celma as Senior Vice President, Applied AI and Machine Learning. - Hip Hop News\" \/>\n<meta property=\"og:description\" content=\"\u201cI\u2019ve spent much of my career exploring how technology can serve artists, songwriters and music fans. It\u2019s an exciting time to join Universal Music Group,&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/site.itshrt.com\/hiphopmagizine\/umg-appoints-oscar-celma-as-senior-vice-president-applied-ai-and-machine-learning\/\" \/>\n<meta property=\"og:site_name\" content=\"Hip Hop News\" \/>\n<meta property=\"article:published_time\" content=\"2026-09-28T19:20:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rapindustry.com\/wp-content\/uploads\/2026\/04\/hip-hop-hats.jpg\" \/><meta property=\"og:image\" content=\"https:\/\/rapindustry.com\/wp-content\/uploads\/2026\/04\/hip-hop-hats.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1190\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"News\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/rapindustry.com\/wp-content\/uploads\/2026\/04\/hip-hop-hats.jpg\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"News\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/site.itshrt.com\/hiphopmagizine\/umg-appoints-oscar-celma-as-senior-vice-president-applied-ai-and-machine-learning\/\",\"url\":\"https:\/\/site.itshrt.com\/hiphopmagizine\/umg-appoints-oscar-celma-as-senior-vice-president-applied-ai-and-machine-learning\/\",\"name\":\"UMG Appoints \u00d2scar Celma as Senior Vice President, Applied AI and Machine Learning. - Hip Hop News\",\"isPartOf\":{\"@id\":\"https:\/\/site.itshrt.com\/hiphopmagizine\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/site.itshrt.com\/hiphopmagizine\/umg-appoints-oscar-celma-as-senior-vice-president-applied-ai-and-machine-learning\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/site.itshrt.com\/hiphopmagizine\/umg-appoints-oscar-celma-as-senior-vice-president-applied-ai-and-machine-learning\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/i2.wp.com\/rapindustry.com\/wp-content\/uploads\/2026\/04\/hip-hop-hats.jpg?w=800&resize=800,500&ssl=1\",\"datePublished\":\"2026-09-28T19:20:54+00:00\",\"dateModified\":\"2026-09-28T19:20:54+00:00\",\"author\":{\"@id\":\"https:\/\/site.itshrt.com\/hiphopmagizine\/#\/schema\/person\/1d8ae7348e048cb7984f26b4dd818ff2\"},\"description\":\"\u201cI\u2019ve spent much of my career exploring how technology can serve artists, songwriters and music fans. 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