WPP and Universal Music Group (UMG) have formed a strategic partnership to offer brands advanced audience engagement strategies using music. The collaboration merges UMG’s artists, labels, and global data insights with WPP’s creative capabilities and broad client network.
This partnership enables WPP clients to connect with top artists and access UMG’s music catalogue, unlocking new opportunities for amplification through data-driven and technological innovation. Additionally, the two companies will explore AI’s potential to enhance brand-artist connections and create meaningful cultural moments.
Building on their successful history, including projects like “Coke Studio” and “Sprite Limelight,” this partnership aims to shape the future of brand engagement. Stephan Pretorius, WPP’s CTO, highlighted the power of music and technology in creating innovative campaigns, while Michael Nash of UMG emphasized the commercial opportunities for artists and brands alike.