Fresh from launching Sync+ earlier this month, there’s more big news coming out of BMG.
The company has announced the promotion of Celine Joshua to executive vice president, global marketing & streaming, expanding her leadership across the company’s worldwide marketing and DSP platforms.
Joshua’s mandate will include advancing BMG’s global digital ecosystem, enhancing fan-engagement models, and accelerating the company’s work in emerging AI technologies and commercial formats.
An official press release stated that, in her newly elevated role, “Joshua oversees the strategic alignment of BMG’s global marketing and streaming efforts across 18 international offices in 13 key markets.”
Joshua will also “continue to lead the company’s marketing operations, content and creative, and audience insights and analytics teams, unifying theses strategic operations under a comprehensive, data-driven approach designed to strengthen artist, catalog, and songwriter impact worldwide.”
Celine’s 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
Thomas Coesfeld, BMG
Since joining BMG in 2024 as EVP, global marketing, Joshua helped advance the company’s digital-first strategy and modernised its approach to artist development. She has led global campaigns and innovative fan experiences for a diverse range of high-profile artists across BMG’s front-line and catalogue divisions. She was also instrumental in continuing BMG’s streaming and platform business expansion, helping architect the company’s direct licensing ecosystem, developing new creative and commercial opportunities for artists at every stage of their careers.
The next era of music will be defined by fan participation, not just consumption
Celine Joshua, BMG
Speaking about the appointment, Thomas Coesfeld, BMG CEO, said: “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. 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.”
Joshua added: “The next era of music will be defined by fan participation, not just consumption. 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. I’m thankful to Thomas Coesfeld and our teams for the opportunity to build, together.”
Prior to joining BMG, Joshua served as EVP of commercial innovation & artist strategy at Universal Music Group, where she worked across the company’s global recorded music business to develop next-generation artist experiences, brand extensions, and new commercial pathways.
She is based in Los Angeles and holds an MBA from the University of Southern California’s Marshall School of Business.
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