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About the Role

As Audience Lead, you will own the development of long-term audience strategies for a roster of artists, focusing on sustainable fan growth, meaningful engagement, and innovative digital experiences. You’ll work side by side with multiple teams to ensure every fan touchpoint on your campaigns is intentional, connected, and impactful. You will advise and oversee the label's strategy and audience approach for the wider roster.

Responsibilities

Develop and deliver long-term audience growth strategies for artists, extending beyond release cycles into always-on fan development.
Identify and prioritise key audience opportunities, shaping strategies in collaboration with core campaign teams.
Build holistic audience plans across platforms, content, community, and partnerships.
Lead fan engagement strategies around key moments (releases, touring, live activity, cultural moments).
Work closely with internal Audience functions to ensure aligned and impactful execution.
Define and oversee social media strategy and channel management, including identifying when to bring in external partners.
Establish and evolve fan communities, including platform selection, tone of voice, and engagement frameworks.
Lead the creation and management of secondary and niche fan pages where relevant.
Design and implement fan engagement infrastructure (mailing lists, CRM touchpoints, direct-to-fan ecosystems, etc.).
Evaluate and recommend the right digital ecosystem for each artist (websites, platforms like MIRA, stores vs. full sites, etc.).
Review and oversee social content schedules in collaboration with artists, management, and label teams.
Own and manage key digital campaign tools and assets for a set roster including pre-save strategy, setup, and performance reporting.
Advise on deliverables lists for campaign assets and content needs.
Brief and oversee artist website builds and maintenance, including domain strategy and alternative solutions.
Brief and oversee digital-first creative campaigns, ensuring they are audience-led and culturally relevant.
Lead the briefing and development of key visual assets (e.g. banners, campaign toolkits).
Execute and evolve fan engagement activations.
Deliver reporting and insights, feeding back on content performance, audience growth, and campaign effectiveness.
Build strong, trusted relationships with artists, managers, and internal label teams.
Act as a key voice in campaign planning, representing the audience perspective.
Maintain clear and consistent communication across all stakeholders.
Attend gigs, showcases, and industry events to build insight and relationships.
Stay deeply informed on music, digital and cultural trends.
Actively analyse other artist campaigns across the industry, including live and touring.
Engage with and learn from teams across UMG.
Upskill and advise the label on best practice.
Proactively identify new platforms, tools, and companies shaping fan engagement.
Use your network to bring new ideas and partnerships into the business.
Experiment with and share learnings from AI tools and emerging technologies.
Continuously seek out learning opportunities and contribute back to the team.
Immerse yourself in fan culture - from mailing lists to niche communities.
Maintain high standards of accuracy, organisation, and delivery.
Ensure every element of the fan journey is connected and seamless.
Uphold professionalism in communication and collaboration.
Ensure all assets, links, metadata, and platforms are consistently up to date and optimised.

Requirements

Direct experience of working with artists.
A forward-thinking digital marketer who challenges convention and brings new ideas.
Strong understanding of fan behaviour, online communities, and music culture.
Experience managing multi-channel digital campaigns within music or entertainment.
Confidence working cross-functionally with multiple stakeholders.
A balance of creative thinking and operational execution.
Passion for building fandom, not just driving reach.
Line Management experience is desirable.

Skills

Audience Strategy
Fan Growth
Fan Engagement
Digital Experiences
Social Media Strategy
Channel Management
Community Management
CRM
Direct-to-Fan Ecosystems
Digital Campaign Management
Reporting
Insights
Relationship Building
Communication
Trend Analysis
AI Tools
Emerging Technologies

About the Company

Universal Music is the world’s leading music company.
Fontana is an iconic label known for shaping influential sounds across jazz, pop, soul, folk and alternative music.
Fontana was relaunched in 2025 under Universal Music UK as a space for culture-shaping artists.
Fontana is home to a diverse and global roster including Jordan Rakei, Jacob Collier, AURORA, Victor Ray, The Teskey Brothers and TOMORA, alongside international releases from Blue Note, Verve and Impulse.
The company prides itself on building long-term careers for artists, with artist development at the centre of everything they do.
They value curiosity, ambition and a willingness to challenge convention, creating an environment where new ideas can move quickly and have real impact.
Fontana enters a new chapter in the UK, shaped by a belief that the most exciting work happens when people are given the freedom to do things differently.

Equal Opportunity

Everyone is welcome to apply for our roles, and we are determined to ensure that no applicant or employee receives less favourable treatment because of gender, race, disability, sexual orientation, religion, belief, age, marital status, background, pregnancy, or caring responsibilities.
We also recognise the importance of diversity of thought within our teams and are fully committed to embracing the talents of people with autism, dyslexia, ADHD, and other forms of neurocognitive variation.
We will always seek to make appropriate adjustments to recruitment, workplaces, and work processes to be fully inclusive to people with different needs and working styles.
If you need us to make any reasonable adjustments for you from application onwards, including alternatives to the online form or to disclose a neurocognitive condition, please email UniversalMusicCareers@umusic.com.