The Intersection of AI and Media: An Intimate Conversation with Former Chief Analytics & AI Officer of Universal Music G

SK Sharma revolutionized how artists connect with audiences during his transformative tenure as Chief Analytics & AI Officer at Universal Music Group. From 2016 until 2025, he pioneered groundbreaking machine learning and AI technologies that empowered thousands of independent artists, songwriters, and labels to compete on a global stage previously dominated solely by major label resources.

At the heart of SK’s mission was democratizing access to sophisticated analytics for creative artists. He invented and patented the Smart Audience platform, which uses AI to identify listeners most likely to become dedicated fans, has helped artists from The 1975 and Wolf Alice to Beabadoobee and Rina Sawayama build sustainable careers through data-informed creativity rather than guesswork. Under his leadership, UMG’s technology supported artists generating billions of streams annually while maintaining their creative independence and ownership.

SK’s innovative technological approaches helped UMG-distributed independent artists achieve unprecedented success, including multiple UK #1 albums and…