UMG has made it official: Former Spotify exec Dave Rocco is heading to the label group in the newly created position of Executive Vice President, Creative.

He will report to Sir Lucian Grainge, being charged with advancing the company’s efforts to leverage artists’ music and brands across established and emerging channels, develop digital campaigns and work with UMG’s labels on coordinated global strategies with commercial partners.

He starts 5/15.

“Dave has a unique ability to create powerful narratives that bring together artists and fans, and I’m confident he will be a great resource for our labels and partners around the world,” Sir Lucian said.

Sir Lucian Grainge is clearly tripling down on his global agenda. Rocco’s hire comes of the heels of Celine Joshua’s appointment as GM Commercial, Content and Artist Strategy. Joshua’s move also includes a JV deal for 10:22 pm, which will serve as a multifaceted home for content creators.

In February, Rocco was upped to Global Head of Spotify's newly created artist & label marketing department. Prior to Spotify he worked for the advertising agencies Deutsch and BBDO.