WPP and Common Music Group have introduced a partnership that may give its purchasers entry to information on followers of artists like Taylor Swift, Bob Dylan, Billie Eilish, Elton John, Kendrick Lamar – and a lot of the different acts you possibly can consider.
In a world the place Swift’s Eras tour grossed $2 billion in ticket gross sales – by no means thoughts the merchandise and Eras film field workplace/streaming money – it’s clear that UMG has the potential to unlock an terrible lot of fan information that might be invaluable for manufacturers. UMG will even maintain intensive details about streaming, social media and merchandising habits throughout all its artists.
With reside occasions and experiences taking part in an more and more essential position in connecting manufacturers and audiences – to not point out the worth within the emotional energy of music – the deal ought to go a lot additional than the “Coke Studio” and “Sprite Limelight” music platforms that WPP and UMG have already constructed.
Havas, which was a part of the Vivendi-Common empire till Common was spun off in 2021, lower the same take care of UMG again in 2015, nicely earlier than information, AI and reside occasions had change into the drive they’re right this moment. Not clear what occurred to that, however there may be certainly much more potential to be unlocked within the relationships between manufacturers and artists right this moment.
Stephan Pretorius, chief know-how officer at WPP, mentioned: “Music is turning into an much more highly effective cultural drive, and know-how is rewriting how we expertise it. This partnership with UMG will enable us to leverage rising applied sciences and information insights to create really modern music-driven campaigns for our purchasers, shaping the way forward for model engagement.”
Michael Nash, chief digital officer & EVP at Common Music Group, mentioned: “This collaboration offers advantages to stakeholders of every firm. On one hand, combining modern new applied sciences with UMG’s industry-leading information insights, we will create vital new industrial alternatives for our artists and songwriters. As well as, working along with WPP, we are going to harness and amplify the unequalled energy and attain of music for WPP’s purchasers and types via new strategic initiatives and programmes.”
