GroupM, the media buying arm of WPP Group, and Universal Music Group, have formed a joint venture, BrandAmp, to develop music and brand partnerships for clients.
The new venture will provide marketers with direct access to Universal’s expertise, resources and catalogues, enabling them to create and deploy advanced music partnerships worldwide.
The venture will also seek to work with other artists and record companies in handling third-party synchronisation deals and music partnerships.
London-based BrandAmp will identify opportunities for WPP agencies and clients to tap into the growing consumer appetite for music across a wide variety of media platforms, drawing on Universal’s relationships with artists, musicians and management.WPP chief executive Sir Martin Sorrell says: "In a world of media fragmentation, music remains a powerful medium. We see an increasing desire for brands to partner with bands."