Universal Music Group is launching a free streaming ‘radio’ music service in conjunction with watchmaker Raymond Weil – and it’s not the major’s first attempt at its own mini-Spotify rival.
The platform, which celebrates the watch firm’s 40th birthday, encompasses two tiers:
- For visitors of the Raymond Weil website, a digital radio station with 40 songs is available. If these users register on the site, they gain further access to exclusive ad-free radio playlists of hundreds of songs themed by collection.
- Owners of Raymond Weil watches go one better. Universal will provide them with ‘full and unlimited access to ‘additional playlists and editorial content’ plus ‘long form concert videos [which] will also enable RW watch owners to view the greatest music icons live during milestone performances and legendary shows’. Watch owners also have the opportunity to win rewards including tickets, meet and greets with stars and collector’s vinyl box-sets.
Raymond Weil has committed to a ‘worldwide advertising campaign and cross-promotional activities’ to ensure its audience are made aware of the digital music launch, with a campaign kicking off this month and continuing through April.
Other examples of this sort of deal from Universal include its HP Lounge platform with electronics firm HP, and its recent agreement to give away album downloads to users of Microsoft’s Windows 10 in the US.
Last year, UMG launched its own streaming service in Brazil – a $1.50 per month streaming service branded by bank Bradesco.
“Universal Music is delighted to work with Raymond Weil, a company that shares the same passion for music and artists.”
Olivier Robert-Murphy & Adrien Garrault, UMG
That deal followed the announcement of UMG’s own white label B2B streaming app, Mondia Mix, which was built so that brands could impose their identity on it and ostensibly launch their own platforms.
Discussing the Raymond Weil deal, Olivier Robert-Murphy, Global Head of New Business and Adrien Garrault, Director of Universal Music & Brands said: “Fine watch making is about precision, harmony, elegance, good taste, trendsetting, heritage and innovation, just like great music.
“Universal Music is delighted to work with Raymond Weil, a company that shares the same passion for music and artists.”
Raymond Weil CEO Elie Bernheim said: “We are thrilled to partner with Universal Music, the world’s leading music company, and to associate our Brand’s name to such an iconic actor of the industry.
“Raymond Weil has always been strongly committed to promote music of all kinds. With this exclusive entertainment service, we offer our clients access to the best music artists and an undisputable added-value.”Music Business Worldwide
