Universal Music goes Boom with YouTuber label

Universal Music Australia announces details of strategic partnership with APAC's largest multichannel network & YouTube talent roster – Boom Collective.

The partnership combines Boom’s emerging talent, key social influencers and content creation expertise with Universal Music’s gravitas as the world’s leading music company.

Universal Music will work collaboratively with Boom Collective and establish the label imprint Boom Records. The deal allows UMA a direct A+R and marketing source working with leading creators via Boom Video’s multichannel network and current subscriber base of 7.5 million, representing a diverse community of the best and brightest YouTube talents.

George Ash, president Universal Music Asia Pacific, said: “We are very excited to be working with Boom Collective. They have an impressive network of new and upcoming talent, they create cutting edge social marketing strategies and we will work keenly with them on new signings. The opportunities across our two businesses will continue with exciting and effective video seeding, branded content, marketing and brand integration.”

Spiro Pissas, commercial director of Boom Collective, said:  “Boom Collective is proud to announce our partnership with Universal Music, which will change the way that talent is discovered and developed in the digital and music industries.

"The new imprint label Boom Records is the ideal A&R launch pad for leading influencers and musical talent under the Boom network umbrella. We will identify emerging and growing online social influencers through our imprint label giving Universal Music the chance to sign the best and brightest of our talent with exclusive worldwide rights to release music. It’s all about joining forces to elevate the talent.

Universal Music and Boom Records will provide full label development and provide exclusive content and opportunities with Boom artists. Boom Talent, Boom's own talent division, will help promote and market content and Universal artists to their followers.

As a social media powerhouse, Boom will also be assisting with the social media marketing and exposure for the development of Universal artists.

Chris White, A+R Manager Island Records/UMA, said: “At Universal Music we are not only looking to grow our business with signing new talent, but continually striving to offer new opportunities to our existing roster of artists. With a potential reach of 100,000,000 people across the Boom Collective  APAC network, this partnership will offer unprecedented opportunities to further connect our artists with their fans.”

Brands will also benefit from the partnership, as Boom and Universal will work with each other’s talent on brand campaign opportunities.

The Universal Music partnership represents another boost for the Boom network, which already holds the accolade of being the first YouTube multichannel network in the Asia-Pacific region.

Source: Universal Music