Universal Music Group’s latest senior-executive appointment offers an interesting glimpse at how its marketing tools will be evolving in the future.

UMG has poached Jaime Weston from sports body the NFL to be its new EVP of consumer marketing – a new role at the major label. “Weston will develop targeted marketing strategies to grow the global audience for UMG’s artists across platforms, products and initiatives,” explained UMG. “In addition, Weston will develop a consumer engagement platform to drive insights and guide consumer marketing initiatives as well as provide UMG’s labels, business units and territories with invaluable consumer insights.”

File this under the music industry’s awareness that it needs more insight and more direct relationships with fans, in an era where its key partners (the streaming services) are throwing resources at the same area.

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