The Cannes Lions, the world’s premier award for advertising, creative communications and digital innovators, will honor Sir Lucian Grainge as the 2017 Media Person of the Year, the first time a music-industry figure has received the title.

The Media Person of the Year award, created in 1999, recognizes innovators who have shaped the future of media. The Universal Music Group chairman/CEO will receive the award on 6/21 in Cannes, France.

“Through creative drive, passion and outstanding leadership, Sir Lucian has made bold investments in music and technology that helped return the industry to growth, while continuing to foster an environment that puts artists first,” said Philip Thomas, CEO of Ascential Events, organizers of Cannes Lions.

Grainge commented, “While today’s music industry is virtually unrecognizable from the business I started in, one thing that hasn’t changed is that great artists and great music remain at the heart of everything we do. We are proud to demonstrate how traditional media businesses can reinvent themselves in the age of streaming, leverage new technologies and work closely with brand partners to develop exciting opportunities for artists, labels and fans.”

The Cannes Lions give awards for advertising and media campaigns in categories such as film, mobile, branded content, PR and creative effectiveness. Last year’s top winners ranged from Beyonce to KFC to Under Armour. Vice founder and CEO Shane Smith was last year’s Media Person of the Year.