Universal Music Canada (UMC) has hired Nick Hodge as the new VP of brand partnerships for Universal Music for Brands (UMGB).

In his new role, Hodge will work with the marketing, A&R (artists and repertoire) and music licensing teams to identify partnership opportunities between Canadian brands and UMGB artists, reporting to UMC EVP and general manager Julie Adam.

Hodge tells MiC that the company is now focused on creating partnerships with brands, as it is a good way to “find new ways to connect with fans, consumers and communities, and keep music and the artists who create it front and centre.”

“We’re excited by digital innovation, fully integrated partnerships, bespoke experiences and events, and best in class execution,” he says. “In its history, Universal Music has built the most successful artist brands in the world. Like other great brands, these artists have created communities of fans who connect around music. I think that’s what brands are after. They aspire to build that type of connection with their consumers. Our goal is to help them achieve that.”

Hodge joins UMC with over 15 years of marketing, sponsorship and fundraising experience. He previously spent more than eight years with The Feldman Agency, which represents both emerging and established artists such as Avril Lavigne and Shania Twain. Hodge founded Feldman Entertainment Partnerships division, which focuses on collaborations with brands and charitable fundraising revenue. Prior to working at The Feldman, Hodge worked as a director at Rooftop Agency.

UMC’s Canadian brand partnerships division was previously led by former Sony Music Entertainment marketing director Dave Harris, who left the company in the middle of last year to found and run a production company and digital agency called 86 Media House.

UMGB’s recent collaborations in Canada include projects with Rockstar, Intel, Frito Lay and OLG.

According to a company spokesperson, UMGB has no plans to make any further personnel changes at this time.