Episode 7 | ft. Alvaro G. Velilla | UMG | Universal Music Group on Music In Gaming | Brands in Play

Brands In Play

In this episode of Brands In Play, Albane Prioux and Nic Hill are joined by Alvaro G. Velilla, Senior Vice President of New Business at Universal Music Group, the world’s largest music company, to explore UMGs strategy for music in gaming.
Alvaro has spent two decades working at the intersection of music, tech, and innovation. Today, he’s helping shape UMG’s immersive, gaming, and blockchain strategies globally. Well, he is here to unpack the ongoing transformation happening in the space
From early-stage licensing deals to full-blown artist activations in UGC platforms like Roblox and Fortnite, Universal Music Group is building infrastructure for the future. Alvaro discusses why they are moving from passive listening to interactive experiences, and what this means for labels, artists, developers, and platforms alike.
𝐖𝐞 𝐭𝐚𝐥𝐤 𝐚𝐛𝐨𝐮𝐭:
The evolution of music in gaming, from sync licenses to real-time artist interaction
Why UMG created Beat Galaxy to support both global icons and up-and-coming artists in Roblox
The Hit Tech partnership: Motion data + emotes + music = a new creative frontier
The challenges of music licensing in UGC gaming (spoiler: it’s five rights, not one)
Why gaming is the creator economy and how music is adapting to this shift
What platforms need to understand about music’s real value: it's not a cost, it's retention.
Advice for artists, platforms, and brands on how to show up in UGC environments
𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐪𝐮𝐨𝐭𝐞:
"𝘞𝘦'𝘳𝘦 𝘮𝘰𝘷𝘪𝘯𝘨 𝘧𝘳𝘰𝘮 𝘢𝘥𝘮𝘪𝘳𝘢𝘵𝘪𝘰𝘯 𝘢𝘯𝘥 𝘧𝘰𝘭𝘭𝘰𝘸𝘦𝘳𝘴𝘩𝘪𝘱 𝘵𝘰 𝘪𝘯𝘵𝘦𝘳𝘢𝘤𝘵𝘪𝘰𝘯—𝘢𝘯𝘥 𝘵𝘩𝘢𝘵 𝘮𝘦𝘢𝘯𝘴 𝘥𝘦𝘦𝘱𝘦𝘳 𝘦𝘯𝘨𝘢𝘨𝘦𝘮𝘦𝘯𝘵, 𝘦𝘷𝘢𝘯𝘨𝘦𝘭𝘪𝘴𝘮, 𝘢𝘯𝘥 𝘮𝘰𝘯𝘦𝘵𝘪𝘻𝘢𝘵𝘪𝘰𝘯." – Alvaro Velilla
Subscribe for more behind-the-scenes insight into how brands, platforms, and creatives are embracing immersive marketing.
Let's not forget the side quest for the week - Nic and Albane check out and react to the most successful artist activations since 2020! Check out our REAL TIME REVIEW segment every week to see where we send Nic and Albane next.
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Alvaro G. Velilla https://www.linkedin.com/in/alvarovelilla/
Nic Hill https://www.linkedin.com/in/nic-hill-%F0%9F%94%9C-gdc-6553873/
Albane Prioux https://www.linkedin.com/in/albaneprioux/
Produced by: Edward Regue https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/
Creative Direction: Javid Kazmi & Joe Jeter
Audio Engineering: Somrung Keo
Additional Editing: Christian-James Oshesky
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