Creator marketing is big business.
According to recent data published by Influencer Marketing Hub, the influencer marketing sector was estimated to be worth $32.55 billion in 2025, compared to $24 billion in 2024.
MBW has discovered that Universal Music Group has quietly launched an app that taps into this lucrative corner of the social media space, building its own network of social media influencers in the process.
The new platform, called House of Carmen, appears to have been developed by Universal’s team in the UK.
The platform represents a shift for UMG, as it moves creator marketing capabilities in-house rather than relying on third-party platforms. MBW understands that the company considered acquiring a third-party platform but opted for building an in-house app instead.
Via House of Carmen, Universal can directly manage relationships with micro-influencers and creators, handling everything from briefing and content approval to payment processing.
The platform operates on a tiered system, with creators needing a minimum of 1,000 followers to participate.
Universal can engage creators through two methods: direct briefs for specific campaigns with guaranteed fees, or challenge-based competitions where creators compete for payment based on performance metrics.
MBW understands that House of Carmen incorporates gamification elements, allowing creators to compete against each other for the best-performing content around Universal’s artist roster and releases.
The app was initially launched in the UK market, with Germany expected to follow. A launch in the United States also appears likely, according to US trademark filings spotted by MBW.
MBW understands that Universal’s longer-term ambition is to create a global network where any one of Universal’s regional divisions can brief creators worldwide.
Information available on the App Store indicates that House of Carmen was quietly rolled out in September 2024.
MBW understands that Universal has been operating the platform in “stealth mode” while building out the necessary legal and tax compliance frameworks for multiple markets. The company has recently added the capability to onboard entire talent agencies and their creator rosters, rather than just individual creators.
We reached out to Universal to ask about the strategy behind the app.
The project’s lead, Janey Stride, Director, Commercial and Creative Innovation at Universal Music UK, told us in a statement: “As creator marketing has continued its growth trajectory, we realised there was a real need to bring it in-house: somewhere we could house a global creator database, appropriately categorise creators, effectively and directly communicate with them, deliver prompt payment for activity and integrate all of our data sources to enable effective and timely analysis of campaigns. House of Carmen is our answer to this.”
“As creator marketing has continued its growth trajectory, we realised there was a real need to bring it in-house.”
Janey Stride, Universal
The move reflects the music industry’s broader shift toward authentic creator marketing, moving away from traditional celebrity endorsements toward more grassroots influencer campaigns. MBW understands that Universal’s internal data suggests the direct approach is delivering significantly better results than working through third-party platforms.
The development also comes as major music companies increasingly seek to own the technology and data around their marketing efforts.
UMG has been particularly active on this front.
Back in 2020, it developed patented tech focused on leveraging AI to support artist marketing, analytics, and distribution. It was granted another patent in 2022 for the invention of AI-powered identification of high-value audiences for marketing campaigns.Music Business Worldwide
