WPP & UMG Alliance To Unlock New Possibilities In Music & Marketing

WPP and Universal Music Group (UMG) have unveiled a partnership to revolutionise audience engagement strategies through the power of music. The collaboration combines UMG’s roster of artists, labels and global data insights with WPP’s expansive creative capabilities and client network.

The alliance offers WPP clients unique opportunities to connect with leading global artists and access UMG’s extensive music catalogue, unlocking new possibilities for amplification through data-driven innovations and advanced technology. The partnership will also focus on responsibly exploring the potential of AI to enhance connections between brands and artists, fostering authentic cultural moments.

Stephan Pretorius, chief technology officer, WPP said, “Music is becoming an even more powerful cultural force, and technology is rewriting how we experience it. This partnership with UMG will allow us to leverage emerging technologies and data insights to create truly innovative music-driven campaigns for our clients, shaping the future of brand engagement.”

The partnership builds on a history of successful collaborations between WPP and Universal Music Group for Brands (UMGB) including projects with The Coca-Cola Company. These initiatives include the globally acclaimed 'Coke Studio' and 'Sprite Limelight' music platforms, exemplifying the synergy between the two companies.

Michael Nash, chief digital officer & executive vice president, Universal Music Group said, “This collaboration provides benefits to stakeholders of each company. On one hand, combining innovative new technologies with UMG’s industry-leading data insights, we can create significant new commercial opportunities for our artists and songwriters. In addition, working together with WPP, we will harness and amplify the unmatched power and reach of music for WPP’s clients and brands through new strategic initiatives and programmes.”