UMG Central Europe Chairman/CEO Talks Growth Plans, Superfan Strategy & More at Universal Inside
Written by djfrosty on March 28, 2025
At Universal Inside, held Wednesday (March 26) at the Tempodrom in Berlin, UMG Central Europe chairman/CEO Frank Briegmann showcased some of the label’s acts, updated attendees on the state of the German music market and offered a glimpse into the company’s future.
After an appearance by the pop act Blumengarten, Briegmann shared some good news about the German business. As streaming growth slows in other regions, Germany still has plenty of headroom, which is why the market grew 7.8% in 2024, surpassing the 2 billion euro mark for the first time. He also made the point that this was good news for artists, who one study showed increased their collective revenue faster than labels between 2010 and 2022.
Briegmann also laid out a plan for growth that relies on UMG’s “artist-centric model” to increase payments to acts that meet certain criteria, as well as the “streaming 2.0” idea that is intended to induce superfans into paying more for subscriptions. The label had an impressive 2024, accounting for five of the year’s top 10 albums, including Taylor Swift and Billie Eilish releases in the top two spots. Briegmann also pointed to the success of UMG’s classical label Deutsche Grammophon, where he is also chairman/CEO, as a particular highlight.
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Much of the potential for growth lies in superfans, Briegmann said, and pointed to the history of UMG’s efforts to identify, track and reach them directly. The latest iteration of that is a new in-house direct-to-consumer operation, SPARKD, which will offer artists a new service to reach consumers with both albums and merchandise sold by UMG’s Bravado, which will be integrated into the label business in Germany. Bravado will continue to do business with both UMG artists and others. The idea is to use existing data to drive more different kinds of business — which would, in turn, generate more data. Already, Briegmann said, Bravado had grown its German merchandise revenue by 50% in the last three years, thanks in large part to its direct-to-consumer business.
Universal Inside is never all business, and as usual, Briegmann introduced some of the label’s artists. He briefly interviewed German pop star Sarah Connor, who spent much of her career singing in English but will soon release the final album of a German-language album trilogy, Freigeistin. Deutsche Grammophon president Clemens Trautmann introduced the label’s star pianist Vikingur Ólafsson, and Gigi Perez played two songs on acoustic guitar.
The event closed with a brief speech from Berlin Senator for Culture and Social Cohesion Joe Chialo about the significance of the Electrola label, after which the German act Roy Bianco & Die Abbrunzati Boys played a few songs, joined for the classic “Ti Amo” by the schlager icon Howard Carpendale.