Universal Music launches ad agency and puts artists in the creative director's seat

Universal Music has launched its own advertising consultancy, co-founded in conjunction with London and Sydney-based agencies One Green Bean and Host.

The partnerships and activations offering released a promo video to trail its launch, describing itself as having "one foot in entertainment and two in brand land... like a startup minded supergroup".

"We don't draw our inspiration from traditional ad school," says the voiceover.

"We sample real-world entertainment; how influence comes from everything from dancehall and Drake, to ballet and Banksy, to Goonies and Gaga, to Super Mario and Soccer and maybe even Kanye and Kim..." it adds.

Universal boasts an impressive portfolio of artists, including some of the biggest names in the game like Adele, Jay Z and Lady Gaga – and Music Business reports that musicians will get the chance to collaborate with the agency on campaigns directly via a 'Creative In Residence' program.

First up in the creative director's chair will be South African-born Australian singer Troye Sivian who said he was "excited to be working with Bring to create truly collaborative partnerships with brands in the entertainment space.”

Future stars set to take part in CIR opportunities include Ellie Goulding, Mike Tyson and Kevin Hart.

In a statement, Universal Music Group APAC president George Ash said: "We are privileged to work closely with the world’s greatest talent who truly define popular culture.

“They create the content people are choosing to engage with, and generate audiences bigger than any media platform on the planet.

“Working with the best partners, we believe Bring can help brands unlock the unrivalled passion to hit their own goals as well as providing expanded creative opportunities for our artists. It’s going to be heaps of fun," he added.

Rebecca Stewart

Rebecca Stewart is The Drum's breaking news and social media reporter, covering how brands and media companies are using platforms like Snapchat, Facebook, Twitter and beyond.

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