MUMBAI: Music Company Universal Music Group (UMG) has announced Mike Tunnicliffe as EVP business development and partnerships with effect from 1 January 2015. He will report to UMG's U.S. Recorded Music EVP Michele Anthony.

Tunnicliffe will be responsible for activities like brand partnerships, strategic marketing alliances and marketing programs for advertisers for UMG.

Tunnicliffe will work closely with new business global head Olivier Robert-Murphy of and with UMG's digital, commercial and marketing departments in creating new revenue opportunities for artists, labels and artists' brands.

Tunnicliffe said, "As content continues to drive the growth of platforms and the development of new consumption models, I cannot think of a better time to join the progressive team at Universal Music which is leading the transformation of the music industry.  I look forward to bringing my years of experience working with brands and content companies and creators in developing new revenue streams for UMG and its artistes."

Anthony said, "With an executive of Mike's calibre leading our efforts in the U.S. combined with Universal Music's unparalleled talent and iconic labels, we are taking another important step in redefining the role of the music company in our rapidly transforming business."

Prior to joining UMG, Tunnicliffe was with media investment company GroupM as the chief growth and marketing officer. He joined the company in 2010 and has handled activities of companies like Mediacom, Mindshare, MEC and Maxus. Before joining GroupM, Tunnicliffe was a partner at Tuna Music and SAS Digital Inc.