Chris Horton

EVP, Strategic Technology

Universal Music Group

About Me

Chris Horton, EVP Strategic Technology, leads Universal Music Group’s Strategic Technology team, which oversees the technology aspects of digital partner deals and long-term strategic technology initiatives and policies. Chris has worked on UMG’s digital distribution deals for more than 25 years, including the first successful download and subscription services. His team collaborates with companies on the development of new music-related products and services, including high-resolution audio, stem-based formats, AI, Web3, AR/VR, and anti-piracy technology. Chris co-founded several music industry standards, including DDEX. Most recently, he has focused on UMG’s AI strategy, working on deals with consumer-facing services, artist tools, research collaborations, and related standards and policy initiatives like C2PA and the first voluntary AI labeling guidelines from a media industry. He holds B.S. and M.Eng. degrees in computer science from the Massachusetts Institute of Technology.

Sessions

  • Provenance Is Coming #2: How It Works

    How can provenance be built into the tools musicians already use?
    12:20 - 12:50 UTC | Wednesday 11th November 2026 | Bristol 1
    Beginner
    Intermediate
    Advanced

    Join representatives from Roland and Universal Music Group for a practical introduction to the Coalition for Content Provenance and Authenticity (C2PA) and the Creator Assertions Working Group (CAWG). Learn the core technical concepts behind C2PA, see how provenance information can travel with content, and explore reference implementations. The session will also explain how audio developers can begin adopting these standards and contribute to their continued development. NOTE: Part 1 of this talk took place on Tuesday. Catch up on-demand if you missed it!

  • Provenance Is Coming #1: Why It Matters
    12:20 - 12:50 UTC | Tuesday 10th November 2026 | Bristol 1
    Beginner
    Intermediate
    Advanced

    As AI-generated music becomes increasingly difficult to distinguish from human performance, how can artists prove that a recording is genuinely theirs? Join representatives from Roland and Universal Music Group to explore why provenance is becoming critical to the future of music. Learn how provenance standards can help artists document the creative process, protect their rights, and provide credible evidence of human authorship and performance. The session will also examine emerging streaming-service policies and AI transparency laws, and what they could mean for artists, audio developers, and the next generation of creative tools. NOTE: Part 2 of this talk will take […]