LadBible has entered a content partnership with Universal Records marking the social media giant looks to move into music.
From 2 November onwards, the Acoustic Room series will showcase Universal’s upcoming artists in live performances, interviews and documentaries on LadBible’s social media channels, which number more than 62 million followers.
It’s another move that marks LadBible’s attempts to diversification both its content - and income - with the company now running individual accounts covering sport, food, politics and technology.
For Universal Records, this strategic partnership will give its acts such as Mabel, Lewis Capaldi and Ray BLK exposure to millions.
Arian Kalantari, co-founder of the LadBible Group, said the partnership marks a defining moment for the music business.
“Increasingly youth culture, music and social media go hand in hand. As the most engaged social publisher in the world, we’re excited to partner with Universal Music On Demand to bring exclusive new music content to audiences of millions.
“This social-first approach has the potential to redefine how the entire music industry markets and promotes emerging artists.”
Simon Barnabas, managing director of Universal Music on Demand (UMOD), added: “With so much musical choice at an audience’s fingertips, launching new and emerging artists poses challenges for the music industry.
“This strategic partnership between UMOD and LadBible is the perfect alignment of exciting audio-visual content being shared with a massive, highly engaged and well-targeted audience.
"By joining forces with LadBible, the phenomenal scale of its reach will not only benefit our playlist’s profile, but the individual artists will receive an almighty boost from this additional exposure.”
The Acoustic Room debuts today on YouTube, and LadBible’s social channels. Videos will release every Friday the first series will run for an initial 12-weeks.