Olivia Dean’s international and US label team have spoken about her “very significant” Grammys moment as the global campaign picks up pace.
The UK star has already achieved huge US success with Top 3 album The Art Of Loving and Hot 100 No.2 single Man I Need, which has topped the Radio Songs Chart.
As well as triumphing in the Grammys category for Best New Artist – the first UK act to do so since Dua Lipa in 2019 – Dean performed at the LA ceremony.
With Lola Young also winning, Universal Music Group UK & Ireland CEO & chairman Dickon Stainer hailed a “pivotal moment in the resurgence of British music on the global stage”.
Ahead of the ceremony itself, Dean performed at Sir Lucian Grainge’s 2026 Music Is Universal Artist Showcase, as well as the Pre-Grammy Gala event.
Nickie Owen, president, international marketing, Universal Music Group UK, told Music Week that, for Dean’s campaign, the Grammys result means that “100% we’re expecting it to take things to the next level” in more territories.
“The Grammys still means so much to the global music market,” she said. “Historically, Sam Smith winning a Grammy was a huge entry point into the Japanese market.”
“This Grammy moment is very significant in our campaign and well timed as new audiences continue to discover her incredible artistry every day,” said Jay Schumer, EVP, head of marketing & business development at US label Island Records.
Holly Shaw, senior campaign manager, international marketing, Universal Music Group UK, said the Grammys performance will be amplified on socials and short form.
“The performance side is where we’ve always found success,” she said. “It will live on YouTube, so ensuring that fans globally have seen it is where our focus lies.”
The Grammys still means so much to the global music market
Nickie Owen
“We know that Olivia’s always-stellar performance and style will drive a lot of organic dialogue and discovery,” said Schumer. “We and the Capitol UK team will ensure all aspects of Olivia’s Grammy statement will reach as wide an audience as possible.”
The Grammys came in the wake of a recent performance on Saturday Night Live for Dean, as she continues to raise her profile stateside. It follows an appearance on The Tonight Show Starring Jimmy Fallon last summer during her US tour and amid the pre-order campaign for The Art Of Loving.
“SNL was a real focus moment,” said Shaw. “Let Alone The One You Love was another track on the album that fans had gravitated towards, so being able to perform it on SNL was huge. It just spoke to the breadth of the album once more.”
Universal’s international team have worked with Dean and manager Emily Braham of Yo&Co since she signed to Capitol UK, headed by president Jo Charrington and MD Tom Paul.
“As soon as you meet her and her manager, Emily, you just know how globally ambitious they are,” said Owen. “For them, her music and art were borderless, so for people like us that work in international, that’s the dream.”
Dean’s worldwide impact includes a record-breaking No.1 chart run for Man I Need in New Zealand, while the single was voted the No.1 song of 2025 on Triple J’s Hottest 100 in Australia. She tours arenas in both countries in October.
Shaw said the quality of the album and the creative behind it has helped to deliver consistent results internationally.
“The charts have been pretty incredible,” she said. “We locked in four No.1 albums globally, excluding the UK, and it’s still holding in the Top 10 in 14 markets so far.”
The US is the big prize and builds on the work with Island.
“There are brilliant executives at Island that have helped to drive it – Justin [Eshak], Imran [Majid, co-chairmen/co-CEOs], Jay [Schumer], Marshall [Nolan], Lauren [Schneider, EVP, media relations],” said Owen. “We speak all the time, there’s a global view consistently.”
“We’ve always operated under the ‘art comes first’ and ‘less is more’ approach with Olivia,” said Marshall Nolan, EVP, head of commercial strategy, Island. “We know if we stay true to this, the results will take care of themselves and anything is possible.”
US indie record shops have been a key focus for vinyl, alongside the Target chain and D2C.
“We’ve released multiple products throughout the campaign that help tell the story of Olivia’s brand and vision, and we continue to prioritise and build her store so fans always know where to go when something drops,” said Nolan. “The response continues to be overwhelming – fans gravitate to Olivia’s raw and honest talent.”
We know that Olivia’s always-stellar performance and style will drive a lot of organic dialogue and discovery
Jay Schumer
Success has been across physical, streaming and airplay, with Man I Need, So Easy (To Fall In Love), A Couple Minutes, Nice To Each Other, Let Alone The One You Love and Baby Steps all impacting the US Hot 100.
“It’s testament to the breadth of the album and how it’s penetrating culture over there,” said Owen.
A Couple Minutes has peaked in the Top 30 of the Hot 100 following a Colors video channel version in October.
“It seems to be a real fan favourite,” said Shaw. “It speaks to a slightly different audience and lives more in the digital world with that incredible performance that Olivia did for Colors.”
Live performance is a key part of Dean’s export success.
“When you watch her perform, she’s having the time of her life,” said Owen. “She makes you feel part of her world. Both records are timeless, and they talk to many people.”
Working with CAA, Dean has already toured globally alongside promotional commitments.
“We got her into South Korea a couple of years ago, very early days, when we noticed some momentum there,” said Shaw. “She went to New Zealand [for festivals] at the top of last year before the album campaign, so she was able to test out some of the songs. She’s been building those audiences from early on.”
“The way that Olivia has built from signing was always to go in and go through the tiers from a live perspective and connect with those audiences,” added Owen. “She’s committed to this global fanbase. And it is truly global; it’s not just focusing on America.”
After UK and Europe arenas, the US tour includes four dates at Madison Square Garden.
“Having her in market is always a huge opportunity for us to engage this passionate fanbase and bring new audiences into Olivia’s unique world,” said Schumer. “Starting with her summer US tour in 2025, we were lucky to have her in market throughout the year, allowing us to grow Olivia’s profile to the place it is today. We’re just getting started.”
Dean’s Madison Square Garden run will take place less than 12 months after she supported Sabrina Carpenter at the same venue.
“We’ll be chatting to the US team about what we can do around those moments,” said Shaw. “It’s about making sure that we’re connecting with the fans when she’s on the road. We’ve done quite a few fan events around the album and they work really well.”
“It’s just that feeling of community,” added Owen. “So when she’s got these incredible moments with four Madison Square Gardens, you want to turn it into as much of a personal experience as you can for her fanbase.”
Shaw emphasised the global live ambition.
“It’s not just the North American tour – the European and UK tours are also in arenas, as well as the New Zealand and Australian dates,” she told Music Week. “So it’s a pretty massive tour, and it’s completely sold out in most places. It’s just a real testament to the fanbase that has grown over these past six years.”
Amid the increasing demand for Olivia Dean, the teams around her have helped to establish those deep connections with audiences around the world.
“Because it’s been a long-term build, she’s done a lot,” said Owen. “Her touring this year is really globally spread. The album’s holding in a lot of markets. She’s on the radio, she’s very visible, so people can see her and listen to her. The long-term development has meant that people do feel her locally and continue to do so.”
PHOTO: Amy Sussman/Getty Images
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