The partnership, dubbed Global Music Data Alliance (GMDA), covers all UMG’s ticket and merchandising sales, digital music performance, physical sales, social media and airplay.
UMG will layer its data across Havas’ behavioural algorithms to bring a greater understanding of the relationship between artists, music fans and brands.
It is hoped the GMDA will increase revenues for UMG artists and labels by creating marketing and advertising opportunities.
New audience patterns and segments will be developed for thousands of acts, offering UMG labels, artists and advertisers new consumer insights to guide marketing and advertising opportunities.
The announcement was made by Lucian Grainge, chairman and chief executive of UMG, and Yannick Bolloré, chairman and chief executive of Havas Group, at the 2015 International CES, the annual global consumer electronics and technology trade show.
Grainge said: ‘Our commitment to artist development on a global scale has resulted in the industry’s best track record for identifying and breaking new stars. But our commitment to artists doesn’t end there.
‘We want to continue to find new revenue and marketing opportunities for all of our artists around the world by leveraging our industry-leading big data tools and working with forward-thinking companies such as Havas to supercharge our efforts to realise previously untapped revenues from consumer brands and other new business partners.’
Bolloré added: 'Music transmits emotions, cultural symbols and values like no other form of creative expression. By managing the most successful artists and largest music communities in the world, Universal Music Group is at the forefront of the industry and has already gathered unique consumer insights and databases to empower its labels, artists and fans.
'This first Global Music Data Alliance will allow our clients and other brands to further expand the common passion they share about music with fans and create more meaningful experiences for them.'
UMG will layer its data across Havas’ behavioural algorithms to bring a greater understanding of the relationship between artists, music fans and brands.
It is hoped the GMDA will increase revenues for UMG artists and labels by creating marketing and advertising opportunities.
New audience patterns and segments will be developed for thousands of acts, offering UMG labels, artists and advertisers new consumer insights to guide marketing and advertising opportunities.
The announcement was made by Lucian Grainge, chairman and chief executive of UMG, and Yannick Bolloré, chairman and chief executive of Havas Group, at the 2015 International CES, the annual global consumer electronics and technology trade show.
Grainge said: ‘Our commitment to artist development on a global scale has resulted in the industry’s best track record for identifying and breaking new stars. But our commitment to artists doesn’t end there.
‘We want to continue to find new revenue and marketing opportunities for all of our artists around the world by leveraging our industry-leading big data tools and working with forward-thinking companies such as Havas to supercharge our efforts to realise previously untapped revenues from consumer brands and other new business partners.’
Bolloré added: 'Music transmits emotions, cultural symbols and values like no other form of creative expression. By managing the most successful artists and largest music communities in the world, Universal Music Group is at the forefront of the industry and has already gathered unique consumer insights and databases to empower its labels, artists and fans.
'This first Global Music Data Alliance will allow our clients and other brands to further expand the common passion they share about music with fans and create more meaningful experiences for them.'
