At a Glance
- Tasks: Lead audience strategies and deepen fan relationships for Decca's unique roster.
- Company: Join Universal Music, the world's leading music company with a vibrant culture.
- Benefits: Enjoy competitive salary, private medical insurance, and 25 days annual leave.
- Other info: Diverse and inclusive workplace committed to supporting all talents.
- Why this job: Make a real impact in the music industry while connecting with passionate fans.
- Qualifications: Experience in digital strategy and audience engagement within music or entertainment.
The predicted salary is between 50000 - 65000 € per year.
Music is Universal. It’s the passionate and dedicated team at Universal Music who help make us the world’s leading music company. From A&R to finance, legal to digital, sales to marketing, Universal Music is the place to grow and develop your career within a truly commercial and innovative business that leads in everything it does. 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.
The Role
As Audience & Fandom Manager, you will lead the development of audience strategies across Decca’s eclectic and unique roster. You will focus on building sustainable audience growth, deepening fan relationships, and creating connected digital ecosystems that support our artists and projects. The role involves working side by side with artist & management, Marketing, A&R, Creative and Direct-to-Fan teams, you will ensure that every campaign is rooted in audience insight and delivered with clarity and precision.
Artist Digital & Fan Infrastructure
- Define and manage digital presence and social strategy
- Establish and evolve fan communities, considering platform relevance across demographics
- Work with the wider teams to establish artist storytelling across direct-to-fan ecosystems, including mailing lists, content hubs, and commerce touchpoints
- Lead on secondary and project-specific channels where relevant (e.g. soundtracks, productions, or sub-brands)
- Evaluate and implement the most appropriate digital infrastructure for each project (websites, platform-based solutions, stores, etc.)
Key Responsibilities
Audience Strategy
- 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 (Creators, Digital Partnerships, Youth Marketing, Fused) to ensure aligned and impactful execution
Artist Digital & Fan Infrastructure
- 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.)
Campaign Execution (Day-to-Day)
- Own and manage key digital campaign tools and assets, including:
- Linkfire creation, optimisation, and maintenance
- Pre-save strategy, setup, and performance reporting
- Review and approve social content schedules in collaboration with artists, management, and label teams
- Create deliverables lists for campaign assets and content needs
- 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
- Act as a central point for campaign communication, sharing updates across teams
- Deliver reporting and insights, feeding back on content performance, audience growth, and campaign effectiveness
- Brief and oversee artist website builds and maintenance, including domain strategy and alternative solutions
Collaboration & Relationship Building
- Build strong working relationships with artists, managers, composers, and creative partners
- Act as a key voice representing the audience perspective in campaign planning
- Collaborate effectively across Decca and the wider UMG network
Conduct & Expectations
Be an Expert
- Maintain a strong understanding of classical, soundtrack, and contemporary neo-classical landscapes
- Stay informed on digital, cultural, and industry trends (Music Ally, Billboard, etc.)
- Analyse audience behaviour across different demographics and genres
- Engage with campaigns across the wider industry, including live, broadcast, and screen-based projects
- Attend concerts, performances, and industry events to deepen insight and relationships
Be an Innovator
- Identify opportunities to modernise audience engagement within heritage genres
- Explore and introduce new platforms, tools, and technologies, including AI where appropriate
- Bring ideas that connect traditional audiences with emerging digital behaviours
- Engage with new partners, platforms, and creative approaches to storytelling and fan engagement
- Continuously seek out learning opportunities and share insights with the wider team
Attention to Detail
- Ensure all campaign elements are delivered with precision and consistency
- Maintain high standards across metadata, links, content, and digital touchpoints
- Create seamless fan journeys across platforms and experiences
- Communicate with clarity, professionalism, and organisation
Skills & Experience
- A thoughtful digital strategist with a passion for audience development and fan engagement
- An understanding of different audience mindsets, from traditional classical listeners to modern streaming audiences
- Experience working across multi-channel digital campaigns, ideally within music, media, or entertainment
- Ability to balance creativity with structure, and innovation with respect for artistic context
- Strong collaboration skills and confidence working with a wide range of stakeholders
- A genuine interest in music culture in all its forms – from heritage to cutting-edge
About UMG UK
We are Universal Music Group UK – the UK’s leading music-based entertainment company. We exist to shape culture through the power of artistry. We help UK artists produce, distribute and promote the most critically acclaimed and commercially successful music to inspire and entertain fans at home and around the world.
Bonus Tracks: Your Benefits
- Group Personal Pension Scheme (between 3% and 9%)
- Private Medical Insurance
- 25 paid days of annual leave
- Interest Free Season Ticket Loan
- Holiday Purchase scheme
- Dental and Travel Insurance options
- Cycle to Work Scheme
- Salary Sacrifice Cars
- Subsidised Gym Membership
- Employee Discounts (Reward Gateway)
Senior Audience & Fandom Manager (Decca) employer: Universal Music Group
At Universal Music Group UK, we pride ourselves on being an inclusive and innovative employer that champions diversity and creativity. As a Senior Audience & Fandom Manager, you will thrive in a dynamic work culture that values collaboration and personal growth, supported by comprehensive benefits such as private medical insurance, generous annual leave, and opportunities for professional development. Join us in shaping culture through music while enjoying the unique advantage of working within a leading company at the heart of the UK's vibrant music scene.
StudySmarter Expert Advice🤫
We think this is how you could land Senior Audience & Fandom Manager (Decca)
✨Tip Number 1
Network like a pro! Get out there and connect with people in the music industry. Attend gigs, industry events, or even online webinars. The more you mingle, the better your chances of landing that Senior Audience & Fandom Manager role at Decca.
✨Tip Number 2
Show off your passion for music! When you get the chance to chat with potential employers, let your enthusiasm shine through. Share your favourite artists, genres, and how you keep up with trends. It’ll make you memorable and show you’re the right fit for Universal Music.
✨Tip Number 3
Prepare for interviews by researching Decca’s roster and recent campaigns. Know their audience strategies inside out! This will help you demonstrate how you can contribute to their goals and make a real impact as their next Audience & Fandom Manager.
✨Tip Number 4
Don’t forget to apply through our website! It’s the best way to ensure your application gets noticed. Plus, it shows you’re serious about joining the Universal Music family. Let’s get you on board!
We think you need these skills to ace Senior Audience & Fandom Manager (Decca)
Some tips for your application 🫡
Show Your Passion for Music:When you're writing your application, let your love for music shine through! Share your experiences and how they connect to the role of Audience & Fandom Manager. We want to see your enthusiasm for building fan relationships and engaging with diverse audiences.
Tailor Your Application:Make sure to customise your CV and cover letter for this specific role. Highlight your relevant experience in digital strategy and audience engagement. We’re looking for someone who understands the unique challenges and opportunities in the music industry, so make it clear how you fit the bill!
Be Clear and Concise:Keep your application straightforward and to the point. Use clear language and avoid jargon where possible. We appreciate a well-structured application that communicates your ideas effectively, especially since clarity is key in our campaigns!
Apply Through Our Website:Don’t forget to submit your application through our official website! It’s the best way to ensure it gets to the right people. Plus, it shows you’re serious about joining our team at Universal Music. We can’t wait to see what you bring to the table!
How to prepare for a job interview at Universal Music Group
✨Know Your Audience
Before the interview, dive deep into Universal Music's audience strategies and their unique roster. Familiarise yourself with their artists and how they engage with fans. This will help you demonstrate your understanding of audience development and show that you're genuinely interested in the role.
✨Showcase Your Digital Savvy
As a Senior Audience & Fandom Manager, you'll need to be on top of digital trends. Prepare examples of successful multi-channel campaigns you've managed in the past. Be ready to discuss how you can leverage new platforms and technologies to enhance fan engagement.
✨Collaboration is Key
This role involves working closely with various teams. Highlight your collaboration skills by sharing specific instances where you've successfully partnered with different stakeholders. Emphasise your ability to communicate effectively and build strong relationships within a team.
✨Be an Innovator
Universal Music values innovation, so come prepared with fresh ideas on how to modernise audience engagement. Think about how you can connect traditional audiences with emerging digital behaviours. Presenting innovative concepts will set you apart from other candidates.
