WPP and Universal Music Group (UMG) today announced a strategic partnership to create audience engagement strategies leveraging the power of music.
UMG’s family of artists and labels, and its global data and insights team, comes together with WPP’s creative scale and client network.
The two will also work together to responsibly explore new ways that AI can help brands and artists connect and create authentic cultural moments.
The announcement builds on a history of collaboration between WPP and Universal Music Group for Brands (UMGB), such as with The Coca-Cola Company for “Coke Studio” and “Sprite Limelight”.
"Music is becoming an even more powerful cultural force, and technology is rewriting how we experience it,” said Stephan Pretorius, chief technology officer, WPP.
“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."
Michael Nash, chief digital officer, Universal Music Group, said the collaboration provides benefits to stakeholders of each company.
“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,” Nash said.
“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 programs.”
This initiative is part of WPP’s larger strategy to invest in data and technology-driven solutions and partnerships.
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