With the UK market for streaming breaking through the £100 million barrier in 2013,  Universal Music UK has announced its first Head of Streaming, with Matt Allard promoted to the new role with immediate effect.

Allard, who joined Universal Music three years ago as Digital Account Manager, will lead a specialist streaming team and report to Universal Music UK’s Director of Digital Paul Smernicki in his new role, which is believed to be a music industry first.

Universal Music UK Chairman and CEO David Joseph says, “Given the growing importance of streaming and subscription to our artists and labels, this new dedicated approach is essential. Matt and his team will ensure that we can lead the market in how we work with our streaming partners, engaging many more music fans whilst innovating to bring new streaming services to market.”

Brian Rose, MD of Universal Music UK’s Commercial Division says, “Given the fantastic work that Matt has done since he joined us three years ago, doing an excellent job of managing our digital business partners including iTunes, I know this move will be good for all of our artists and labels.”