LOS ANGELES, USA // Alyssa Tobias is SVP, Head of Brand & Product Creative at Universal Music Group’s Famehouse, where she leads a global team dedicated to elevating artist brands, engaging fans through product design, and supporting label partners with design innovation. Under her leadership, the team has redefined the visual landscape of music merchandising — seamlessly integrating creativity across campaigns, milestones, and evergreen collections through thoughtful vision, curation, and trend-driven development. Tobias has recently spearheaded the merchandise design for Olivia Rodrigo’s GUTS era, played a key role in Billie Eilish’s HMHAS campaign, and championed upcycling techniques to transform materials into bespoke, one-of-one designs, setting a new standard for responsible innovation. She and her team collaborate closely with UMG labels to produce immersive merchandise campaigns that foster emotional resonance and long-term fan loyalty.

Before joining UMG, Tobias served as SVP, Creative at Live Nation Merchandise and SVP, Creative at The Araca Group. She started her career as a Designer at Island Records/Def Jam Recordings, and Bravado. Alyssa has created original artworks for some of the world’s most iconic artists, including The Rolling Stones, Beyoncé, Madonna, Nirvana, Lady Gaga, Billie Eilish, Olivia Rodrigo, Dead & Company, and Lana Del Rey. A visual artist based in Los Angeles, Tobias continues to push creative boundaries at the intersection of music, fashion, and culture.