A&R
A&R
We scout and sign emerging artists to UMG labels and distributors, supporting them through their careers and artistic development.
Creator Partnerships
Creator Partnerships
We partner with a diverse community of influential creators to cultivate authentic social shares, event collaborations, product sampling and contests. We dive into each creator's favorite genres and artists to help them discover songs that will be their new obsession.
Content
Content
We create youth-driven visual content such as music videos, scroll-stopping visuals for social media, lyric videos, live performance capture and intimate personality pieces that put artists front-and-center. It's all produced by our 30 in-house creators.
Insights & Strategy
Insights & Strategy
Tap into fresh insights and actionable strategies with our staff of young creatives. We deliver meaningful feedback on music, pop culture trends, social media channels and branded products.
Livestreaming
Publicity
Publicity
We cultivate a community of tastemaking blogs, zines, college media, playlists, podcasts and curated social media accounts to connect them with Universal Music Group artists. With our three primary PR offerings, standard campaigns, press conferences and tour press, our PR team generates over 1,000 media placements annually.
Social Media
Social Media
Our social media team combines veteran guidance with youth-driven talent to create trending content that really hits. On our own °1824 social platforms, we're deep into storytelling that speaks to fandoms across genres and locales. We strategize, capture and edit creative visuals that live on artist pages and the wider Universal Music Group ecosystem. UMG labels and artists tap into our knowledge of current trends and best practices to come up with authentic strategies tailored to what each project needs.
TikTok | Instagram | YouTube | Newsletter
TikTok | Instagram | YouTube | Newsletter
Strategic Partnerships
Strategic Partnerships
We craft experiences, activations and product collaborations to grow the artist-to-fan connection beyond music alone. Once we learn an artist's passion points, our staff collaborates with strategic partners in lanes like fashion, food, education, charitable causes, visual art and sports.