At just 22, Pierre-Anton El Hage has carved out a unique niche as one of Australia’s most vibrant and dynamic digital storytellers. Based in Sydney, Pierre’s wildly imaginative content—featuring an entire cast of globally recognized characters from the “Pierreverse” (all played by him)—has earned him a combined following of over 1.2 million across TikTok, Instagram, and YouTube. But beyond the skits, the travel vlogs, and the unapologetic love for pop culture, Pierre is also quietly shaping the future of digital brand collaborations—most notably with Universal Music.
Pierre-Anton’s relationship with Universal Music began not in a boardroom, but on the For You page. As a longtime fan of artists like Billie Eilish, The Weeknd, and Ariana Grande, Pierre frequently shared content that celebrated their music with humor, creativity, and heart. It wasn’t long before the Universal team took notice.
“They reached out to let me know my content had landed on their radar—and that they loved it,” Pierre-Anton recalls. “That opened the door to what’s now an ongoing creative relationship.”
Since that first connection, Pierre-Anton has worked closely with Universal Music to promote some of the label’s biggest releases and artists. His contributions range from short-form video campaigns and sound promotions to on-the-ground activations that energize fan communities.
When Billie Eilish brought her tour to Sydney, Pierre led a series of Vox Pop interviews outside the venue, speaking with fans and capturing the electric pre-show atmosphere. “It was about enhancing the fan experience and turning the wait in line into something unforgettable,” he says.
He also documented Universal’s Billie Eilish Scavenger Hunt in Sydney, turning it into a compelling vlog that not only entertained but amplified the excitement around the artist’s visit. “It was immersive, chaotic, and so fun. The kind of thing fans will remember—and that’s what I love being part of.”
For someone deeply connected to the music world, working with Universal was more than just a professional milestone—it was personal. But with that came the challenge of living up to expectations.
“There was definitely pressure,” Pierre-Anton admits. “You’re creating for a brand you genuinely love, and there’s that fear of not delivering. But I kept reminding myself that I was approached for a reason—they believed in my creativity.”
That mindset allowed him to push past doubt and create content that felt both brand-aligned and authentically “Pierre.”
The impact of this collaboration has extended well beyond social media posts. Working closely with Universal Music has reignited Pierre’s own creative ambitions—especially his long-standing dream of stepping into the music space himself.
“It made the idea of making music feel more tangible,” he says. “Being behind the scenes with the Universal team demystified things. Now, I’m genuinely exploring what my sound could be.” Pierre-Anton’s work with Universal Music is just one part of a rapidly growing portfolio. From interviewing Zendaya on behalf of TikTok and Universal, to being selected as a TikTok Mardi Gras Visionary Voice, to fronting campaigns for Spotify, Sally Hansen, Meta, Tinder, and Sony Australia, Pierre-Anton is becoming a go-to creator for brands that want to engage young, pop-culture-savvy audiences with intelligence and style.
He’s hosted panels for TikTok, led global pride activations, and appeared on in-store displays nationwide—but at the core of everything is a commitment to storytelling and connection.
Pierre-Anton El Hage isn’t just a content creator—he’s a pop culture translator, brand storyteller, and creative visionary. His partnership with Universal Music marks a turning point in how labels and creators can collaborate: with authenticity, joy, and real fan connection. As his universe continues to expand, so does his influence—and it’s clear that the “Pierreverse” is just getting started.