Universal Music Group has entered into a strategic partnership with WPP, a publicly traded multinational advertising and public relations company. The partnership will largely focus on audience engagement strategies.
Listed on the London Stock Exchange, WPP is described as a “creative transformation company.” It owns a network of businesses in advertising, digital marketing, media planning, and market research.
UMG and WPP say that their partnership will “provide clients’ brands with cutting-edge audience engagement strategies leveraging the power of music”.
According to the announcement on Thursday (December 12), the new partnership brings together UMG’s family of artists and labels and UMG’s global data and insights team with WPP’s “creative scale and extensive client network, giving brands new opportunities to connect with audiences through music”.
In addition, WPP and UMG said that they work together to “responsibly explore new ways that AI can better help brands and artists connect and create authentic cultural moments”.