Following the murder of George Floyd and the increased awareness surrounding anti-Black racism, artists including The Weeknd and Jessie Reyez took to social media to condemn the lack of Black professionals at major record labels despite the popularity of Black music and the financial benefits reaped by labels from the work of Black artists.

Today, Universal Music Canada responded by hiring long-time industry vet, Craig’ Big C’ Mannix as their new Senior Director, Urban Marketing. In his new role, Mannix will work 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. The new team will be committed to Black music, focusing on urban marketing for UMC’s domestically signed urban repertoire.

“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.

The Remix Project board member and founding member of Advance, Canada’s Black Music business collective, most recently served as an A&R manager at Sony Music Entertainment Canada. Prior to that he owned and operated a lifestyle marketing agency called Offshoot Communications for 15 years, working with major brands like Nike, ADIDAS and Nokia.


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