Universal Music Australia is launching a new label imprint in conjunction with Boom Collective – which bills itself as Asia-Pacific’s largest multichannel network and YouTube talent roster.
The deal allows UMA an official, direct A&R and marketing connection with the stars of Boom Video’s multichannel network, which boasts a current subscriber base of 7.5 million.
Universal will establish the label imprint Boom Records to release material from those who rise to prominence on Boom’s network.
Universal Music and Boom Records say they will jointly provide full label development and provide exclusive content and opportunities with Boom artists.
Boom Talent, Boom’s own talent division, will help promote and market content and Universal artists to their followers, while Boom and UMA will work together on each other’s brand campaigns.
“The new imprint label boom records is the ideal A&R launchpad for leading influencers and musical talent under the boom umbrella.”
Spiro Pissas, boom collective
In addition, Boom will also be assisting with the social media marketing and exposure for the development of Universal artists.
George Ash, president Universal Music Asia Pacific, said: “We are very excited to be working with Boom Collective. They have an impressive network of new and upcoming talent, they create cutting edge social marketing strategies and we will work keenly with them on new signings.
“The opportunities across our two businesses will continue with exciting and effective video seeding, branded content, marketing and brand integration.”
Spiro Pissas, commercial director of Boom Collective, said: “Boom Collective is proud to announce our partnership with Universal Music, which will change the way that talent is discovered and developed in the digital and music industries.
“The new imprint label Boom Records is the ideal A&R launch pad for leading influencers and musical talent under the Boom network umbrella. We will identify emerging and growing online social influencers through our imprint label giving Universal Music the chance to sign the best and brightest of our talent with exclusive worldwide rights to release music. It’s all about joining forces to elevate the talent.
Chris White, A+R Manager Island Records/UMA, said: “At Universal Music we are not only looking to grow our business with signing new talent, but continually striving to offer new opportunities to our existing roster of artists. With a potential reach of 100,000,000 people across the Boom Collective APAC network, this partnership will offer unprecedented opportunities to further connect our artists with their fans.”Music Business Worldwide
