Universal Music Group, Havas Form Global Music Data Alliance
January 5, 2015 at 7:55 AM (PT)
UNIVERSAL MUSIC GROUP and HAVAS GROUP have partnered to aggregate and analyze the data generated by recording artists through music, ticket and merchandising sales, streaming, social media and airplay. The information will be gathered by HAVAS' team of algorithmic and data scientists, providing new revenue opportunities for UMG artists and labels by creating additional marketing and advertising opportunities for brands.
The announcement was made by UMG Chairman/CEO LUCIAN GRAINGE and HAVAS GROUP Chairman/CEO YANNICK BOLLORE this morning at the CONSUMER ELECTRONICS SHOW in LAS VEGAS.
Commented GRAINGE, “Our commitment to artist development on a global scale has resulted in the industry’s best track record for identifying and breaking new stars. But our commitment to artists doesn’t end there. We want to continue to find new revenue and marketing opportunities for all of our artists around the world by leveraging our industry-leading big data tools and working with forward-thinking companies such as HAVAS to super-charge our efforts to realize previously untapped revenues from consumer brands and other new business partners.”
Added BOLLORE, “Music transmits emotions, cultural symbols, and values like no other form of creative expression. By managing the most successful artists and largest music communities in the world, UNIVERSAL MUSIC GROUP is at the forefront of the industry and has already gathered unique consumer insights and databases to empower its labels, artists and fans. This first GLOBAL MUSIC DATA ALLIANCE will allow our clients and other brands to further expand the common passion they share about music with fans and create more meaningful experiences for them.”
As part of the initiative, UMG’s proprietary data across multiple artists and genres will be layered with HAVAS’ behavioral data to allow for a greater comprehension of the correlation among artists, music fans and brands. The result is a comprehensive view of music and music-related consumption across a range of platforms.
With GMDA, artists will be able to monetize their fan bases more effectively by understanding the different characteristics of their fans and what specific offers and products will appeal to them.
The launch of GMDA follows a 14-month research program overseen by HAVAS' specialist sports and entertainment network, HAVAS SPORTS AND ENTERTAINMENT (HS&E), in collaboration with the UNIVERSITY OF SOUTHERN CALIFORNIA's ANNENBERG INNOVATIONLAB..
HAVAS will leverage its group's research and analysis teams along with some of the industry's most innovative new start-ups from around the world that specialize in developing technology, to enable UMG and further GMDA partners to derive marketing insights around music and fan engagement.