Universal Music Group for Brands (UMGB) has launched an advanced media and data platform designed to more easily connect brands with exclusive UMG artist content, the company announced Wednesday (June 22).
Called the UMusic Media Network, the platform will give brands access to UMG’s inventory of music video content spanning all leading social platforms as well as UMG data and insights, allowing them to hyper-target audiences at scale. Content offered through the network will include official music videos, songs and lyrics videos, artist vlogs and lifestyle content from UMG-owned platforms including Rebel Labs, Mercury Studios and Polygram Entertainment. The network will also offer branded content and partnership opportunities across all of UMG’s labels and artists.
UMGB claims to boast tens of thousands of hours of video content and over 4 trillion minutes of UMG content on YouTube. Its consolidated digital properties also draw over 150 million unique visitors every month across desktop, smartphones and tablets in the U.S. alone, according to the company.
The UMusic Media Network will be led by Richard Yaffa, executive vp, global head of UMGB, and Morgan Buksbaum, senior vp of media and properties at UMGB. The platform is fully integrated into UMG’s global operations, pulling on the resources of divisions including commercial services & UMGB; digital strategy; data, e-commerce and media; and digital rights administration.
The network’s public launch comes on the heels of a year-long beta program that UMGB claims has resulted in millions of views for advertiser content.
“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,” said Yaffa in a statement.
Added Michele Anthony, executive vp at UMG, “The UMusic Media Network combines the unique collective resources that only UMG, as the world’s leading music-based entertainment company can provide to partners, creating an unrivalled service that leverages and delivers the reach, power and influence that great music and artist content can bring, while creating value for our artists, labels and our partners.”