Universal Music Group and WPP strike up new music partnership for brands
Creative transformation organisation, WPP, and music behemoth, Universal Music Group (UMG), have entered into a partnership that is expected to offer client brands more advanced “audience engagement strategies leveraging the power of music”.
The partnership consolidates UMG’s label and artist catalogue – which contains prolific artists, such as award-winning pop artist and Wicked actress Ariana Grande, R&B superstar SZA, and music heavyweight Taylor Swift – and its global insights and data team with WPP’s client network and creative capabilities.
It results in WPP’s clients being given more opportunities to use UMG’s music, technology and data to reach audiences. At the same time, both organisations will actively invest in new, responsible ways for music artists and brands to use artificial intelligence to “create authentic cultural moments”.
