Alvaro G. Velilla
Alvaro Velilla is the Senior Vice President of New Business at Universal Music Group (UMG), where he leads innovative strategies to bridge the worlds of music, gaming, and emerging technologies. With over two decades of experience at the intersection of music, technology, and brand innovation, Alvaro has been instrumental in shaping how UMG’s artists, ranging from global superstars like Elton John and Nicki Minaj to emerging talents, engage with fans in immersive digital environments.
Alvaro’s vision is rooted in expanding beyond traditional licensing models to create dynamic, interactive experiences that bring artists closer to their audiences. From launching groundbreaking projects like Beat Galaxy, a Roblox-powered music hub, to spearheading UMG’s collaborations with platforms like Roblox, Fortnite, and Rec Room, he is redefining how music is integrated into gaming.