Universal Music’s UK president of international marketing, Nickie Owen, has told Music Week that “brilliant artistry” is the secret to the major’s success at the Music Week Awards.
The company won the International Marketing Team Of The Year category at this month’s sold out ceremony, and Owen was moved to the verge of tears when she joined Music Week backstage.
“I’m feeling really overwhelmed,” she told us. “Because this is a team award, it means so much, because I get to work with the team day in and day out. I said on stage that they are the best, and when I see what people put into every single campaign with their heart and soul, it's just really wonderful that their work is reflected [like this]. It means the world.”
Owen starred on Music Week’s special gatefold cover as part of our Universal Music UK special last year and sounded a bullish note about UK acts on the global stage.
Owen and her team celebrate at the Music Week Awards
“We’ve always been at the forefront of genres that have bled out globally,” Owen said, back in November 2025. “Right now we have Lola Young and Olivia Dean and they have been developed by labels over time and it is now their moment. It just so happens that they are British-signed. I do think that opens doors and we’re taken a little more seriously. Olivia Dean is the first artist to be breaking outside of the UK since Dua Lipa, which was seven or eight years ago. Before that, Universal did it with Sam Smith… The truth is, we had two incredibly amazing British artists that had their moment. And, as we talked about at the showcase, there’s more to come. When the door is slightly knocked open you can push it through.”
At the Music Week Awards, Universal’s success at taking those artists and more to audiences around the world was reflected with their success in the International category, which was won last year by Sony Music UK.
During a year that saw the major combine its catalogue and frontline export teams for the first time with an expanded data and insight team, its numerous successes included success for Cian Ducrot in China, groundbreaking fan events for The Beatles and the international rise of Grammy, BRIT and MOBO winner Olivia Dean, among others.
We asked an emotional Owen to reflect on a huge year and a landmark win for the business.
First up, why do you think you’ve won this award?
“We've had the benefit of an incredible roster of artists to work globally. The Olivia Dean success speaks for itself. We've been there since she was signed six years ago, so to watch her go and become a Grammy award winner on the global stage is amazing. We had The Beatles, which was an incredible privilege to work on. And then I think it's testament to the team's work as well, just an incredible roster of artists, with an incredible team. If you have that, magic can happen.”
You can connect with anyone, regardless of location or language, so for us, our job is to support artists in getting in front of those people in whatever way we can
Nickie Owen, Universal Music
In terms of your own position heading up the department, how is it evolving under your leadership?
“I just feel incredibly lucky to do the job I do, genuinely. I love my job every single day. Dickon [Stainer, Universal Music Group UK CEO and chairman] has put such a spotlight on international in the most positive way you can imagine. I just feel really honoured and blessed to work with the artists I work with and do the job I do.”
Can you sum up the importance of a good international campaign in breaking UK acts?
“I think that the importance comes from the idea that, if you're an artist, you want to be able to reach as many fans as possible. That's why I take our role so seriously. You can connect with anyone, regardless of location or language, so for us, our job is to support that artist in getting in front of those people in whatever way we can. I think there's an argument that the world can look digitally flat, because everything is available everywhere, but actually how we like to look at things is by asking how we can build an artist strategically in all of these different markets, from initial conversations, showcases, promotion, working with them if they're in market on tour for the first time… and watching all of those metrics grow from an audience perspective.”
How has the landscape changed in recent years in how you build campaigns?
“I think that most artists that sign to Universal have global ambition, so to be part of that is thrilling. And
as well. I've done this for a really long time, and when I first started, America was the cherry on the cake, but now we're having really fascinating conversations about how we can work with India and how we can get artists into China. It's just opening up and I think, from an artist's perspective, that's really interesting. It's important, because they can actually connect with fans now.”
Lastly, is there a single secret to your success you can share?
“It's brilliant artistry. That’s the secret.”
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