Scooter Braun, the manager for Justin Bieber and Psy, has teamed with BBH for a joint venture, called The Creative Studio.
BBH said the venture pairs "BBH thinking with a creative powerhouse that spans music, technology and entertainment."
Braun, who owns SB Projects, said the move comes as both the entertainment and marketing industries need to seek new areas of revenue as markets are hit by digital disruptions.
He stated: “Our businesses have been moving into each other.”
BBH chief executive Gwyn Jones added at Cannes Lions that the venture did not come about from the idea ‘let’s get artists and brands together’, but rather from ‘let’s get together and make stuff’.
He added: "Scooter Braun and his team have turned the music business upside down in terms of sourcing talent, distributing content and creating value. The BBH team in LA have got to know them really well and love working with them. So we are delighted to be partnering with Scooter in this venture to bring a similarly fresh perspective to the business of content creation in film, broadcast and video. We already have some exciting output in the pipeline and look forward to sharing the benefits of The Creative Studio approach with our clients and other partners in the near future."