10:22PM is a next-gen label that has been discovering, developing and empowering artists, digital creators and brands since 2018. A joint venture with Universal Music Group (UMG), the world leader in music-based entertainment, the company enables boundary-pushing talent to operate quickly and fluidly through the ever-changing digital landscape by equipping them with a team of industry experts and top-tier resources. Through utilizing new technology and platforms, alongside first-of-their-kind strategies and execution, 10:22PM keeps its talent & IP at the forefront of entertainment and commerce. Leading the charge toward a web3 future, the company sits at the intersection of music, gaming, NFTs, blockchain and the metaverse.
The company was founded by widely regarded music executive Celine Joshua. Joshua is both Founder of 10:22PM and Executive Vice President of Commercial Innovation & Artist Strategy at UMG. Her tech-savvy leadership, global approach, and nimble strategic oversight have propelled artists, and the entire music industry, to new heights. Dedicated to pushing the boundaries of digital and commercial innovation for the world’s biggest music acts, she has been recognized by Billboard on both their Power 100 list (2018, 2019, 2021) and Women in Music (2016-2021) and by Variety Power of Women (2021). Her innovations have also been highlighted across numerous leading publications, such as The New York Times and Bloomberg. Before 10:22PM, Joshua led the charge for commerce and monetization across Apple, Spotify, YouTube, and Amazon for Sony Music Group and Disney.