Sabrina Carpenter’s ‘Espresso’ Success: UMPG’s David Gray Discusses the Global Hit
When Sabrina Carpenter signed with the Universal Music Publishing Group (UMPG) in October 2023, she was coming off the critical and commercial success of her 2022 Island Records debut Emails I Can’t Send, a project that established her as a formidable pop hitmaker with a distinct voice and a captivating appeal. But since that album’s release, her career has launched into the stratosphere, with a string of singles — “Nonsense” off the original Emails; “Feather,” which was released on the deluxe of Emails in August 2023; and, most recently, April 2024’s “Espresso” — that have each reached higher on the charts than the last, building her into a mainstream dynamo with song-of-the-summer hitmaking potential.
It’s been “Espresso,” however, that has truly captured the zeitgeist. The song zoomed onto the Billboard Hot 100 with a No. 7 debut, eventually reaching No. 4, but has done even better globally, reaching No. 1 on the Billboard Global Excl. U.S. chart — where it spends its second week this week, establishing it as a bona fide international hit. And through the work of her label at Island and her publishing company UMPG, that’s marked the highest chart placement of Carpenter’s career — and help earned UMPG co-head of U.S. A&R and head of UMPG’s global creative group David Gray the title of Billboard’s Executive of the Week.
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Here, Gray discusses the work UMPG has done with Carpenter in the six months since bringing her into the pubco, what sets her apart as a songwriter and the company’s global outlook. “She has always had a vision for herself as an artist and songwriter,” Gray says. “It’s rewarding to see her succeed at a global level and get all of the credit she deserves.”
This week, Sabrina Carpenter’s “Espresso” spends its second week at No. 1 on the Billboard Global Excl. U.S. chart and its fifth week in the top 10 of the Hot 100. What key decision did you make to help make that happen?
Overall at UMPG, we work to support our songwriters’ ideas and decisions in any way we can, whether putting together strategic writing sessions or working to secure great synch opportunities globally.
Sabrina signed with UMPG last October. What were your first conversations like with her about her music and where she wanted to go?
Sabrina talked about how the Emails I Can’t Send album was a step up from where she was before and she was ready to take it up to the next level from there. She has always had a vision for herself as an artist and songwriter. It’s rewarding to see her succeed at a global level and get all of the credit she deserves.
What sets Sabrina apart from other pop stars as a songwriter, and how have you helped to emphasize that?
Sabrina has such a unique and brilliant songwriting voice, both lyrically and melodically. All the years of doing sessions, working hard, taking songwriting very seriously and perfecting her craft has made her not only the artist in the writing session… but she is also an A-list-level songwriter talent-wise.
For the past two years you’ve headed up UMPG’s global creative group. How has that changed how you work with songwriters, and in what ways does it help your global reach?
At UMPG, we have always recognized that there are amazing writing opportunities for songwriters outside of their own territories. The number and quality of these writing opportunities has accelerated in the last few years. The communication between territories that the Global Creative Group provides is essential to making sure our writers get the best of these opportunities.
How are you preparing to deal with AI in the publishing world?
It’s still nascent in the broader creative community, but we know AI offers opportunities and risks. We embrace AI, just as we have other technology innovations in the past, but only AI technology that is ethical and artist-centric — in other words, only if it supports songwriters and protects their rights.
