Universal Music Group (UMG) has partnered with WPP, giving WPP’s clients access to UMG’s music and data insights.
The companies will also collaborate on artificial intelligence strategies to “help brands and artists connect and create authentic cultural moments”, according to WPP.
“This collaboration provides benefits to stakeholders of each company,” said UMG chief digital officer Michael Nash.
“On one hand, combining innovative new technologies with UMG’s industry-leading data insights, we can create significant new commercial opportunities for our artists and songwriters,” Nash said. “In addition, working together with WPP, we will harness and amplify the unmatched power and reach of music for WPP’s clients and brands through new strategic initiatives and programmes.”
UMG and WPP previously worked together in partnership with Coca-Cola, having launched the Coke Studio music platform. Coke Studio began in Pakistan in 2008 before expanding globally in 2022.
WPP’s Road to 2025 video report found this month that AI can be used to create hyperpersonalised content in advertising campaigns, as well as help with dynamic content optimisation.
UMG is involved in an ongoing lawsuit against AI music companies Suno and Udio for allegedly using UMG’s music without permission. UMG partnered in October with Klay, a model for AI-generated music that says it is ethically trained.
WPP’s (LSE: WPP) share price closed at UK£893.60, up from the previous day’s £887.20. Its market cap is UK£9.6 billion. WPP was the world’s largest advertising firm by annual revenue until rivals Omnicom and IPG agreed to merge earlier this month.
UMG’s (AEX: UMG) share price closed at EU€24.46, up from its previous close at €24.27. Its market cap is EU€44.7 billion.