Global digital music platform Boiler Room has launched its own youth-focused in-house ad agency, with Pernod Ricard signing on as its first big client.
Brand Labs is being pitched as a creative and strategic consultancy that will deliver campaigns built around custom partnerships, experiences, live-broadcasts, original content and other media.
As well as the ability to reach and glean insights from Boiler Room's young audience, brands are being promised access to Boiler Room's global network of music artists, DJs, producers, filmmakers and creatives.
The Drum understands that Apple, Visit Britain and Philips are already on the agency's books.
Brand Labs' first official piece of work will be with drinks giant Pernod Ricard and will see the pair collaborate on Boiler Room Festival — a four-day music event taking place in London's Copeland Park which will be broadcast live.
The launch of Brand Labs, which will be led out of the UK, follows on from Boiler Room poaching Lad Bible's Stephen Mai as chief content and marketing officer last year.
Since its inception 10 years ago, Boiler Room has sought to carve itself out as a lens through which club culture is brought to the wider world on-screen and in real life through parties, film and video. It claims to reach an audience of over 200 million each month, via social media and its own channels.
The alternative agency model it's pitching via Brand Labs echos that of its social publishing rivals, including Lad Bible's in-house agency Joyride and Vice's Virtue; which is headed up by ex-Havas exec Dominique Delport.
Last month, Boiler Room expanded into China to tap into a country its chief exec Blaise Bellevill said was “fast becoming a powerhouse in global underground music.”
The move came hot on the heels of a series of events and live streams in China that amassed 15 million live views in one year.