UMG rolls out 'hypertargeted' music platform for brands

Universal Music Group, home to top artists including Adele, Rihanna, Jay-Z, Abba, Coldplay, Billie Eilish, Lady Gaga and Elton John, is launching a data and insight-driven global media platform giving brands exclusive access to content from its full line-up of stars with “hypertargeting at a scale”.

The UMusic Media Network is being run by the global partnerships division, Universal Music Group for Brands, and offers companies access to what is claimed to be the world’s largest inventory of unique music video content and leading social media platforms.

UMG is ranked number one in Music and number two in Entertainment on ComScore for digital reach. It claims that within one programme, brands can exclusively access premium content from some of the world’s most viewed and engaged artists, alongside UMG’s industry data and insights.

UMG maintains it has tens of thousands of hours of video content and more than 4 trillion minutes of cumulative watch time of UMG content on YouTube.

For the first time, the offering allows for audience hypertargeting at a scale through music videos and artist driven content.

Partners will be able to tap into UMG official music videos, songs and lyrics videos, original content, behind-the-scenes and artist vlogs, and lifestyle content from UMG-owned platforms such as Rebel Labs, Mercury Studios and Polygram Entertainment.

The network will also offer branded content and partnership opportunities across the company’s labels and artists, providing a holistic and creative solution for each advertiser’s objectives and needs, UMG says.

With the growth in demand for premium video advertising to run alongside music content, UMG’s UMusic Media Network aims to unlock value for UMG artists worldwide and maximise opportunities for UMGB advertising partners.

UMG’s consolidated digital properties draw more than 150 million unique visitors monthly across desktop, smartphones and tablets in the US alone. This content, coupled with data and insights, will help brands identify exactly where they can be most effective in reaching both primary and new audiences, and further establish their authenticity while creating amplification around programming, UMG claims.

The launch comes after a year-long beta programme that has seen advertisers content achieve millions of views from music fans globally, alongside artist content. With an established track record, UMGB says it has worked across all major media buying agencies, holding companies and creative agencies to support partner campaigns and create authentic culturally relevant connections alongside UMG content.

UMGB executive vice-president and global head Richard Yaffa said: “The UMusic Media Network brings together our unmatched artist roster, marketing capabilities and resources to empower brands and partners directly.

“Through this cutting-edge new platform, UMG artists can create destination programming exclusively for brands, giving our partners the ability to hypertarget 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.”