WPP and Universal Music Group (UMG) have announced a strategic partnership that gives WPP clients access to UMG’s extensive library of artists and labels. 

The main idea is to help create audience engagement strategies leveraging the power of music.  

The companies also said they would jointly explore new ways that AI can better help brands and artists connect and create “authentic cultural moments.” 

The deal broadens an existing relationship between the companies. WPP and Universal Music Group for Brands (UMGB) work in partnership with WPP client Coca-Cola Co. on global initiatives such as the “Coke Studio” and “Sprite Limelight” music platforms. Those efforts have utilized a variety of artists to amplify brand messaging while expanding audiences for both the artists and the brands.