Universal creates ‘Data Alliance’ with comms group Havas

Universal Music Group (UMG) has formed what it’s calling the Global Music Data Alliance (GMDA) with worldwide communications group Havas.

Universal says the partnership will enable the ‘billions of data points that UMG and its artists generate through music, ticket and merchandising sales, streaming, social media and airplay to be aggregated and contextually analyzed by Havas’ world-class algorithmic and data scientists’.

The result, it says, will provide new revenue opportunities for UMG artists and labels by creating powerful marketing and advertising opportunities for brands.

As part of the GMDA, UMG’s data across multiple artists and genres will be layered with Havas’ behavioral data in order to hopefully create a better understanding of the correlation among artists, music fans and brands.

This data includes not only music and video sales and streaming, but also social media and airplay statistics as well as merchandising data from Bravado, UMG’s merchandising division, and ticket sales data from Vivendi Ticketing.

The announcement was made by Lucian Grainge, Chairman and CEO of UMG, and Yannick Bolloré, Chairman and CEO of Havas Group, at the 2015 International CES.

Lucian Grainge said, “Our commitment to artist development on a global scale has resulted in the industry’s best track record for identifying and breaking new stars. But our commitment to artists doesn’t end there.

“We want to continue to find new revenue and marketing opportunities for all of our artists around the world by leveraging our industry-leading big data tools and working with forward-thinking companies such as Havas to supercharge our efforts to realize previously untapped revenues from consumer brands and other new business partners.”Music Business Worldwide

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