NEW YORK CITY, USA // Will Fagan leads UEG’s Music & Gaming sectors and brings over 20 years of global culture marketing and partnership experience across the music, film, gaming, and technology industries. Over the course of his career, Will has developed insights-driven entertainment marketing strategies for leading brands and companies, including American Airlines, AT&T, Bank of America, Citizen Watch, JP Morgan Chase, Lincoln Motor Company, M&M’s, OREO, Pernod Ricard, Pepsi, Samsung, Unilever and Verizon. Having spent time at both industry-leading agencies and music companies, Will has developed award winning campaigns with an expertise in experiential marketing, IP licensing, live event activation, sponsorship and talent partnerships. Throughout his career, he has collaborated with Activision, AEG, BRIT Awards, DreamWorks Animation, Grammys, Live Nation, Participant Media, Sundance Film Festival, Spotify and many others. Prior to UEG, Will led Global Brand Partnerships for Universal Music Group, developing brand-focused campaigns for artists like Bob Marley, Katy Perry, Lady Gaga, Migos, Rolling Stones and Shawn Mendes.