“People On The Move” takes a look at people moving on to new and exciting roles in our community and culture. Today, we look at urban Canadian music staple Craig Mannix, also known as ‘Big C’ who has been promoted from his position of Senior Director, Urban Marketing to VP, Black Music at Universal Music Canada.
If you know anything about the music industry, you know at least one of the three notorious labels. These being Warner Music Group, Sony Music and Universal Music Group. These giants run the business, with Universal leading the way in Canada. While the ins and outs of what happens behind the scenes in these labels may seem like a maze for consumers, there is an undeniable amount of power in the hands of those employed with these companies. These are individuals who are helping create, distribute, market and influence the music you hear. Nonetheless, there is a notable person within this system that has been recently promoted.
Craig Mannix A.K.A “Big C” has now acquired the position of Vice President, Black Music at Universal Music Group. This position is vital to the whole industry itself, with Black music hitting many milestones, such as Hip-Hop becoming the number one listened-to genre. Genres such as R&B, Jazz, Reggae, Dancehall, Afrobeats and countless others are more ubiquitous now than ever. This means Big C is taking on quite the role.
In this elevated position, Big C will continue to carry Universal’s commitment to Black Music with an integrated approach to marketing and A&R. He joined the label in 2021, his rise has clearly been swift and rapid. His broadened portfolio includes an A&R remit to discover, sign, and support Black Music created by Canadians while continuing to lead the teams responsible for domestic and international Black Music marketing.
“Craig’s impact on UMC has been immeasurable. He’s built a best-in-class domestic marketing team from the ground up, leading impactful campaigns and marking history making firsts for artists like Savannah Ré, Preston Pablo, and many more,” said Jeffrey Remedios, Chairman & CEO, Universal Music Canada.
The world needs eye-catching and riveting ideas. Big C ensures a bold and innovative approach to marketing strategy. His impact and success is clear given the pivotal part he played in developing some of Canada’s biggest artists, such as Pressa and Kardinal Offishal.
In addition to his work in music, Mannix is a founding member of ADVANCE, Canada’s Black Music business collective, co-chairs the Board of Directors of the Remix Project, sits on the Board of Directors for Roy Thompson and Massey Hall, and represents Canada on Universal Music Group’s Task Force for Meaningful Change.
To conclude, listeners can put their trust in Big C and Universal to continue to amplify Black music and strike the industry with refreshing ideas and artists.