• by Erik Sass  @eriksass1, February 3, 2015

Branded content is coming to music courtesy of iHeartMedia, which has announced the launch of a new branded content studio, SoundBoard. It will pair brands with artists and iHeartMedia personalities to create branded content marketing campaigns.

The new entertainment studio will produce a range of content -- both short- and long-form audio, video and experiential -- across channels, including broadcast and streaming radio, mobile apps, and live events, according to iHeartMedia.

In addition to musical artists, brands will gain access to high-profile on-air personalities, including Ryan Seacrest and Elvis Duran, as well as local personalities, such as DJs and hosts well known in their specific markets.

iHeartMedia chairman and CEO Bob Pittman stated: “The key to iHeartMedia SoundBoard’s success will be our ability to collaborate and scale successful programming immediately from online to radio to mobile, social and our 20,000 live events.”

The new division will be led by John Sykes, president of iHeartMedia’s Entertainment Enterprises Group; Gayle Troberman, iHeartMedia’s executive vice president and chief marketing officer; and Vanessa Adamo, senior vice-president of entertainment enterprises.

In recent months, iHeartMedia has been moving to expand its capabilities in custom-marketing services on behalf of big advertising clients. Last October, it signed a $200 million per year deal with Omnicom Media Group to develop customized media programs for Omnicom’s clients using iHeartMedia’s events, sponsorship opportunities and technologies, in addition to the company’s core broadcast assets.

The agreement gives Omnicom clients access to iHeartMedia’s special in-house creative services, including original campaign conceptualization and planning, as well as the company’s new programmatic buying platform.