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April 09, 2019 (Toronto, ON)Universal Music Canada, the country’s leading music company, is pleased to announce Amy Jeninga has been promoted to Vice President, Digital Strategy, effective immediately.


Reporting to Kristen Burke, Executive Vice President and General Manager, Jeninga will oversee the company’s ever-evolving digital strategy portfolio, building and forging new global partnerships and opportunities, developing and leading plans to maximize digital engagement and growth for our artists, and ensuring Universal Music Canada is at the forefront of innovation, creativity and strategic leadership in the digital space.


Joining Universal Music Canada in 2010 as a Marketing Manager, Jeninga’s career has developed as a vital member of the core team, with roles from Senior Manager, Marketing & Digital; Director, Marketing & Digital; and most recently, Senior Director, Digital Strategy. Her vast experience across various artist portfolios, keen understanding of the fast-paced changes in the digital space and ability to identify and create new opportunities with significant global reach for domestic and international artists, along with her passion and dedication to Universal Music Canada’s growing artist roster, make Jeninga the ideal candidate for this new role.


“Amy’s career to date has been incredibly impressive. She’s a sharp, smart strategic thinker, always looking for the next big idea and ready to forge new partnerships that are mutually beneficial for our artists and partners,” said Burke. “Her firm grasp of the inner workings of the business and her creative and strategic approach makes her the perfect person to take our digital strategy portfolio to the next level.”

“I’m thrilled to be taking on this new challenge and working with such an innovative, forward-thinking team at Universal Music Canada,” said Jeninga. “Together we use data, tech and creativity to connect the incredible music talent coming from Canada with fans globally.”


Formed in 2018, the Digital Strategy team at Universal Music Canada consistently creates new opportunities for artists by extending and amplifying new and existing platforms. Notably, the team launched an exclusive partnership with Luminosity Gaming (the largest e-sports gaming team in Canada), marking the first time a music label and e-sports organization have banded together to formally connect music and the ever-growing gaming world. Working closely with Apple Music and the Toronto Transit System, the Digital Strategy team created the ‘Tracks on Tracks’ program, featuring commute-enhancing playlists featuring Universal Music artists such as Ariana Grande, Post Malone, Shawn Mendes, Migos, Billie Eilish, Kacey Musgraves and more, to offer commuters a range of ever evolving artist curated playlists on Apple Music and supported by advertising across and throughout the Toronto Transit System.


About Universal Music Canada:
Universal Music Canada is Canada’s leading music company, engaged in recorded music, music publishing, merchandising, and audiovisual content. Home to the most comprehensive catalogue of recordings and songs across every musical genre, UMC is committed to artistry, innovation and entrepreneurship in broadening opportunities for our artists on both the domestic and world stages as well as creating new experiences for fans.

Universal Music Canada is part of Universal Music Group, the world leader in music-based entertainment.