Universal Music Group for Brands has announced the launch of its UMusic Media Network, which will give brand partners access to exclusive content from UMG artists, as well as data and insights from the label.
The media offering includes songs, music videos, lyric videos, behind-the-scenes clips and artist vlogs, and lifestyle content from UMG-owned platforms such as Rebel Labs, Mercury Studios and Polygram Entertainment. The network will also offer branded content and partnership opportunities across the company’s labels and artists.
The UMusic Media Network aims to maximise opportunities for advertising partners and increase value for Universal Music Group artists worldwide. It will be fully integrated into the label’s global operations, including digital rights administration, commercial services, digital services and data, e-commerce and media. The launch follows a year-long beta programme, which saw advertiser’s content reach millions of viewers around the world.
The network will be led by Richard Yaffa, executive vice president, global head of UMGB, and Morgan Buksbaum, senior vice president of media and properties at UMGB.
Richard Yaffa says: ‘The UMusic Media Network brings together UMG’s unmatched artist roster, marketing capabilities and resources to empower brands and partners directly. Through this cutting-edge new platform, UMG artists can create destination programming exclusively for brands, giving our partners the ability to hyper-target culturally relevant content where they have not been able to do before. When advertisers connect with culturally relevant content and associate their brand with our artists, consumers feel greater brand affinity and engage with those ads more actively.’