Universal Music Group inks deal with Dakia Global Enterprise to create immersive music experiences

Universal Music Group (UMG) has entered into a partnership with Dakia Global Enterprise to develop a new “music-focused experiential hospitality category”.

Under the agreement, the companies will create immersive music experiences.

These include premiere hospitality, lifestyle club, live entertainment and “next-generation retail”.

The partnership will first work to identify potential projects and properties, with announcements regarding those to come at a later date.

“Our experiential hospitality platform is purposefully designed to enable local emerging talent to combine with the best in the music and hospitality industry,” states Dakia’s about page.

“Our global members and guests can experience the richness of each culture, emerging talent, and concurrently empower creative people worldwide.” Music Business Worldwide

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