Universal and Optus renew strategic partnership

Josh McDonnell
By Josh McDonnell | 29 May 2018

Universal Music Australia and Optus have extended their strategic partnership to further strengthen the connection between music artists and fans, signning a new mutli-year deal.

Universal Music and its in-house creative agency, Bring, will continue to collaborate closely with Optus focusing on the promotion of its Australian first music product.

This service allows select Optus customers to stream music without using their data on Google Play Music, iHeartRadio and Spotify streaming apps.

The relationship has produced a series of artist partnerships for customers. All such events, content and partnerships will continue to be delivered through Bring.

Bring MD Roddy Campbell says the continuation of the partnership directly correlates with the increase in music consumption and the growing customer engagement toward branded events.

"Optus committed to an always-on approach and we’re delighted to see that it’s working for consumers, for artists and labels and importantly for their business," he says.

"We’ve set a high benchmark over the last two years but look forward to creating even more memorable moments together in this next phase of the partnership.”

As part of the renewed partnership, Optus has teamed up with EMI Australia and Sydney electro duo The Presets to celebrate the release of the band’s new album, offering customers the chance to win tickets to attend the exclusive album preview party in Sydney.

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