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December 9, 2019 (Toronto, ON) – Universal Music Canada (UMC), the country’s leading music company, is pleased to announce that Ryan “Shep” Shepard has been promoted to Senior Director, National Promotion, effective immediately.


Reporting to JP Boucher, Vice President, Marketing, Shepard will oversee the company’s promotions department, building and forging broadcast partnerships and opportunities nation-wide, developing and leading plans to maximize airplay, increase exposure and growth for UMC artists, and ensuring that the company remains at the forefront of innovation, creativity and strategic leadership in the Canadian broadcast landscape.


“Shep’s expansive industry experience, solid industry respect and future-focussed approach make him the perfect person to lead UMC’s promotions department,” said Boucher. “In addition to his impressive career-history, he is one of the funniest, hard-working and passionate people I’ve had the pleasure to work with, and I look forward to seeing where he takes UMC promotions in the years to come.”


Shepard’s career has spanned nearly three decades and includes in-depth experience in multiple pillars of the music industry, making him aptly qualified for this role. Passionate about music from the very start, Shepard spent seven years in retail as a floor manager at Sam the Record Man (1993-2000), 14 years as the Toronto and South-West Ontario promotions and marketing representative first at Warner Music Canada (2001-2008) and then at UMC (2008-2014). He then became the Canadian Label Manager at Glassnote Records (2014-2018) where he brought Glassnote’s roster of artists to Canada’s broadcast media, music retailers, promotions and streaming partners. Most recently, Shepard returned to UMC as the Senior Marketing Manager where he helped build the profiles of top artists including Shawn Mendes, BAD CHILD and Of Monsters and Men.


“I’ve been fortunate to spend much of my music industry career focusing on airplay and promotions to amplify artists and I’m excited to return to my radio roots with this new role,” said Shepard. “It’s an honour to shepherd (pun intended) Universal Music Canada’s world-class domestic and international artists into the ‘roaring twenty-twenties’ with world-class radio strategies and activities that reflect our changing broadcast landscape, and I can’t wait to get started.”  


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.


Media Contact:

Jennifer Knox

Senior Director, Communications, Universal Music Canada