Former UMG brands chief launches A5 Media Group

Former Universal Music Group executive Richard Yaffa has launched A5 Media Group, a new company built to help artists, brands and athletes connect directly with their audiences.

The company announced its official launch on Oct. 7, with Yaffa as founder and chief executive, Billboard reported.

The pitch is simple. A5 Media Group aims to help clients build direct relationships with fans and followers. It also aims to help them generate new and recurring revenue, the kind of money that comes in regularly rather than as a one-off payment.

For artists, this means owning the link. A direct relationship can cover mailing lists, fan accounts, ticket offers and merchandise, rather than reaching people only through social feeds and playlists.

The launch is backed by lead investors the Trefethen Fund and Rich Antoniello. Lead investors are the first major backers behind a new venture.

Yaffa most recently served as executive vice president of global brands at Universal Music Group. That is a senior role overseeing partnerships between musicians and advertisers.

He was named a 2025 Billboard Branding Players honouree. The list recognises executives working across music and brand partnerships.

Before Universal, Yaffa held roles at Sony Music, Spring Studios and WPP/GroupM. His career has moved between record companies, creative studios and media buying, the business of placing advertising across channels.

In 2022, he was tapped to lead UMG's UMUsic Media Network. He now leads A5 Media Group as it begins work with artists, brands and athletes looking to organise those fan relationships in one place.