• by Steve McClellan  @mp_mcclellan, June 23, 2015

WPP and Alex Da Kid, producer, songwriter and head of Interscope record label, KIDinaKorner have created a music-marketing partnership.

The venture is called KidinaKORNERCreate and will focus on integrating music and branded content. According to WPP, its designed to enable “both artists and brands to develop intimate relationships with new audiences they might not otherwise reach.”

Announcing the joint venture at Cannes,  Da Kid said: “Music is extremely powerful and plays a very important role in people’s lives, connecting them to a moment that is uniquely personal. Unfortunately, it can often be the last thing to get attention when programs are being planned.”

He added that the intent of the new venture is to bring music “to the forefront of every level of the creative process; planning, strategy and execution. This approach will create more substantial and meaningful engagement with the audience.”

Added WPP CEO Martin Sorrell: “The ability to offer clients fresh approaches in the world of branding and content is becoming increasingly important, so we couldn’t be more pleased to announce this exciting new partnership.”

KidinaKORNERCreate will be based in Los Angeles. The venture with Da Kid is one of two ventures WPP announced at Cannes Tuesday, the other being a content marketing venture with the Daily Mail and Snapchat call Truffle Pig.  

hey’re the latest of a number of content partnerships that the holding company has entered into in recent years. Others include Refinery29, China Media Capital, Fullscreen, Indigenous Media, Imagina, Media Rights Capital, Bruin Sports Capital as well as investments in The Weinstein Company and VICE.