Universal Music Launches Media and Data Platform

In New York, Universal Music Group for Brands (UMGB), the partnerships division of Universal Music Group (UMG), has launched a media and data solution called UMusic Media Network, to connect brands and partners with media from UMG.

UMG has archived tens of thousands of hours of video content and more than four trillion minutes of watch time of its content on YouTube. The group's consolidated digital properties draw more than 150 million unique visitors monthly across desktop, smartphones and tablets in the US, which when combined with data and insights, help brands identify where they can be most effective in reaching both primary and new audiences.

The new UMusic Media Network offers brands access to UMG's inventory of music video content, spanning the company's social media platforms. Using the platform, brand partners can access premium, culturally relevant content from a variety of artists, alongside UMG's data and insights, allowing for audience hypertargeting.

The network will be led by Richard Yaffa, EVP, Global Head of UMGB, and Morgan Buksbaum, SVP of Media and Properties at UMGB. Yaffa comments: 'Through this 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. When advertisers connect with culturally relevant content and associate their brand with our artists, consumers feel greater brand affinity and engage with those ads more actively'.

Web sites: www.universalmusic.com and www.umgb.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.