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”.
The partnership is a component of WPP strategy to support clients via technology and data solutions investments and partnerships with major organisations.
“Music is becoming an even more powerful cultural force, and technology is rewriting how we experience it,” WPP’s chief technology officer, Stephen Pretorious, explained.
“This partnership with UMG will allow us to leverage emerging technologies and data insights to create truly innovative music-driven campaigns for our clients, shaping the future of brand engagement.”
When speaking on the new partnership, UMG’s chief digital officer and executive vice president, Michael Nash, said the arrangement is a win-win situation for both companies and their relevant parties.
“This collaboration provides benefits to stakeholders of each company,” Nash said, before continuing with, “On one hand, combining innovative new technologies with UMG’s industry-leading data insights, we can create significant new commercial opportunities for our artists and songwriters.
“In addition, working together with WPP, we will harness and amplify the unmatched power and reach of music for WPP’s clients and brands through new strategic initiatives and programmes.”
WPP and UMG’s partnership is another addition to the collaborative history existing between Universal Music Group for Brands (UMGB) – a brand and culture offering – and WPP, a partnership that extends to The Coca-Cola Company.
In the past, UMGB and WPP have worked together on Coca-Cola-related music platforms, such as Sprite Limelight and Coke Studio.
Keep up to date with the latest in media and marketing
Got a tip?
Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
Linkedin
topics
Michael Nash
Stephen Pretorious
UMB
UMGB
Universal Music Group
Universal Music Group for Brands
WPP
Have your say