Grainge’s just dropped a memo that reveals UMG’s big plans for the future. Looks like they’re gearing up to redefine streaming and superfan experiences.
In a detailed New Year’s memo sent to staff, Lucian Grainge, head of Universal Music Group (UMG), outlined ambitious plans for 2026 that focus on enhancing streaming experiences and catering to superfans. The memo, which spans nearly 3,000 words, covers a range of topics, including the company’s commercial performance in 2025 and its strategies regarding artificial intelligence in music.
Grainge highlighted that Drake remained the most streamed artist worldwide, though he notably avoided mentioning ongoing legal issues surrounding the rapper or the current allegations of streaming manipulation within the industry. Instead, he emphasized UMG’s strong position against AI-generated content that does not respect the work of artists. UMG, along with other major labels and independent entities, is currently pursuing legal actions against AI firms such as Suno, raising questions about the industry’s stance on AI validation.
The memo also pointed out the absence of Spotify from discussions about streaming dynamics, especially after the platform executed AI agreements with major labels and others in late 2025. Grainge made a strong statement against “business models that fail to respect artists’ work and creativity,” indicating UMG’s commitment to protecting its roster.
On the topic of AI, Grainge bragged about UMG’s pioneering agreements with major platforms like YouTube, Meta, and TikTok, positioning the company as a leader in adapting to technological changes. He underscored that UMG would continue to push back against low-quality AI content, asserting that such material would not be factored into royalty distributions for their artists.
Looking ahead, Grainge mentioned the development of premium tier options for superfans in collaboration with both established and emerging platforms. UMG aims to enhance fan engagement by launching exclusive virtual and physical events in new retail locations. These ventures include newly established stores in cities like Tokyo, Madrid, New York, and London, expanding UMG’s direct-to-consumer business.
Grainge noted that in 2026, UMG will intensify these efforts by integrating both physical and virtual experiences for fans. He hinted at the launch of special events designed to engage superfans more deeply, reinforcing UMG’s commitment to offering unique and immersive experiences that go beyond traditional music consumption.
This strategic move aligns with UMG’s broader goal of diversifying artist intellectual property across various entertainment sectors, a plan that was previously discussed in a joint venture with industry leader Patrick Whitesell. As UMG prepares for a transformative year, the memo reflects a clear intention to innovate and adapt in a rapidly changing music industry.