Universal Music and HP have extended their global brand partnership for another three years and expanded it to a further 16 territories around the world.
The partnership was launched three years ago and has seen HP support Universal Music’s artists and offer compelling experiences for their customers in areas such as tour sponsorship, special events and intimate fan-only concerts.
The latest addition to the partnership is HP’s free new streaming service HP Lounge, which was unveiled last week and only hosts tracks from UMG artists.
Preloaded on to a range of the latest HP devices, HP Lounge is a new Windows desktop app including 12 months of ad-free, unlimited radio streaming via a variety of stations grouped by genre, artist or mood.
HP Lounge also offers behind-the-scenes news, making-of videos, artist interviews and album reviews and competitions to win concert tickets.
Olivier Robert-Murphy, Universal Music’s Global Head of New Business said: “It is brilliant to be expanding on the initial success of our partnership with HP by reaching new fans across 22 countries.
“HP has always been at the forefront of innovation and their determination to create meaningful relationships with their consumers through the power of music makes them an ideal partner for Universal Music and our unrivalled roster of artists.”
Pascal Bourguet, VP Consumer Personal Systems HP EMEA commented: “Millennials love HP computers at school, work and for play.
“Through this great partnership with Universal Music, we are also delighting them and giving them what they want: great music, great sound and unique musical experiences. Radio streaming, music news, the opportunity to win concert tickets and “money can’t buy experiences” only available in the HP Lounge on the latest HP devices.”
The Universal Music/HP partnership has been active in the UK, France, Germany, Russia, Spain and Italy, and has now been extended to Belgium, Denmark, Estonia, Ireland, Finland, Latvia, Lithuania, Luxembourg, the Netherlands, Norway, Portugal, Saudi Arabia, Sweden, Switzerland and Turkey and UAE.
The first exclusive invitation-only showcase concerts under the expanded partnership include Brandon Flowers and The Avener in Moscow in November, Felix Jaehn in Cologne also in November, Years & Years in London in December and Juan Magan in Madrid in January 2016.
Exclusive video and photos from these special events will be made available through HP Lounge.Music Business Worldwide