Universal Music U.K. is beefing up its team that creates bespoke visual content for artists and labels with the hiring of Stefan Demetriou as Managing Director of its creative and commercial partnerships division, Globe Productions. The exec joins from Warner Music U.K., where he helped launch its own creative studio, The Firepit.

Demetriou is a multiple Grammy nominee for a range of feature documentaries, including his acclaimed work with Coldplay and Ed Sheeran's Jumpers For Goalposts for NBC and Sky. Prior to Warner, he worked at EMI and has overseen visual output for Muse, Gorillaz, Blur, Robbie Williams, Coldplay, Kylie Minogue, Tinie Tempah andIron Maiden. He starts his new job in October, reporting to Globe President Marc Robinson.

Universal Music U.K. chairman David Joseph said: “The synergy between the worlds of music and visual has never been more relevant, with story-telling visual A&R now an essential part of any successful creative campaign. Our investment in this area will give artists and managers something way ahead of any current offering.”

Robinson added: “As we build on our current slate with different platforms and broadcasters, alongside the ground-breaking work being done in the branded content space, we are excited to welcome Stefan to the team so we can continue to pioneer and lead the pack in this field as part of UMG’s global audiovisual strategy.”