WPP and Universal Music Group (UMG) have announced a new partnership aimed at helping brands engage audiences through music. The collaboration brings together UMG’s artists, labels, and data expertise with WPP’s creative network and client relationships to develop music-based strategies for brand communication.
Through this partnership, WPP clients will gain access to UMG’s music catalog and artist network, creating opportunities to align brands with music in meaningful ways. The two companies will also explore how AI can be used responsibly to help brands and artists collaborate and create cultural connections.
The partnership builds on previous work between WPP and UMG for Brands, including projects with The Coca-Cola Company. Initiatives like Coke Studio and Sprite Limelight have brought artists and brands together, reaching global audiences and building stronger connections with fans.
Stephan Pretorius, WPP’s Chief Technology Officer, said, “Music is playing an increasingly important role in how we experience culture. By working with UMG, we can use technology and data to help our clients build deeper connections with their audiences through music.”
Michael Nash, Chief Digital Officer at UMG, added, “This partnership creates new opportunities for our artists and songwriters while helping WPP’s clients tap into the power of music. Together, we’ll develop strategies that connect brands and audiences in fresh and innovative ways.”
This collaboration is part of WPP’s broader effort to invest in partnerships and technology that add value for its clients while supporting creative growth in the music industry.
