Universal Music Canada (UMC), has announced the appointment of Craig ‘Big C’ Mannix to the role of Senior Director, Urban Marketing. Mannix is the first new hire focused on urban marketing for UMC’s domestically signed urban repertoire.
“At the start of my career at Virgin Records, I had the opportunity to work with and learn from ‘Big C’. I’ve always wanted to reunite though it had to be at the right time and for the right reason – in support of our incredible Canadian artists on the world’s stage,” said Jeffrey Remedios, Chairman and CEO, Universal Music Canada. “With Craig’s wealth of insight, creativity and experience rooted in every element of the music business, that time has now come as he builds and leads with us in this important space.”
Reporting to JP Boucher, Vice President Marketing, Mannix will work across UMC departments in partnership with artists and their teams to create the vision for artist’s projects, developing strong domestic and global campaigns designed to engage fans within Canada and around the world.
“I’m honoured to be joining Universal Music Canada and to be a part of a team that is dedicated to giving Black Music and Black Music culture the respect and focus that it needs to grow within the Canadian market and beyond,” said Mannix.
Most recently, Mannix served as an A&R manager at Sony Music Entertainment Canada. Previously, he owned and operated a lifestyle marketing agency called Offshoot Communications for 15 years where he worked with Nike, Adidas and Nokia on product placement and marketing. He also helped guide the direction of lifestyle brands such as LRG, Fresh Jive and Casio G-Shock.
In addition to his work in music, he is a founding member of Advance, Canada’s Black Music business collective and sits on the Board of Directors for the Remix Project.