Universal Music launches media and data platform

Ashley Regan
By Ashley Regan | 23 June 2022
Source: Ilias Chebbi via Unsplash

Universal Music Group for Brands (UMGB), the global partnerships division of Universal Music Group (UMG), has launched  UMusic Media Network, a media and data offering to connect brands with media from influential artists. 

The UMusic Media Network has tens of thousands hours of video content and more than 4 trillion minutes of cumulative watch time.

The network will also offer branded content and partnership opportunities across the company’s labels and artists, providing a uniquely holistic and creative solution for each advertiser’s objectives and needs.

UMG’s consolidated digital properties draw more than 150 million unique visitors monthly across desktop, smartphones and tablets in the U.S. alone. 

Richard Yaffa, executive VP, global head of UMGB, said: “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.”

UMG is home to the world’s leading artists and songwriters. In 2021, eight of the world’s top ten-selling artists on the IFPI global charts were signed to or distributed by UMG labels including BTS (1), Taylor Swift (2), Drake (4), The Weeknd (6), Billie Eilish (7), Justin Bieber (8), SEVENTEEN (9) and Olivia Rodrigo (10). 

All six of the musicians that feature in the world’s top ten influencers by combined social media following are UMG artists.

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