THE WORK

We work with some of the world’s most powerful and innovative brands to help define and drive their entertainment strategies and marketing activations, with a shared passion to engage and impact diverse audiences and fans.

 
 

HONDA STAGE  

Honda Stage gets fans up-close and personal with their favorite artists, whether it’s an intimate live performance or a behind-the-scenes interview. UMGB partnered up with Honda Stage to create
a best-in-class music platform leveraging UMG’s esteemed artist roster and premier quality content. 

UMGB teamed up with Honda to create a strategic partnership that delivers unprecedented and bespoke content to the Honda Stage platform. The partnership has enhanced the platform, further positioning Honda Stage at the forefront of new music and the hottest budding acts of today. Artists range from high profile acts including Ariana Grande and OneRepublic to the most buzzed about new artists including The Pretty Reckless and Olivia Holt. 

 

PAPER MATE INKJOY + SHAWN MENDES

Paper Mate is about creating products that amplify communication and self expression. To build interest and engagement around Paper Mate’s innovative InkJoy Gel Pens, UMGB orchestrated a partnership with the Newell brand and Multi-Platinum singer-songwriter Shawn Mendes during his summer Shawn Mendes World Tour to drive its brand message of “spread joy, not smears.”

Through this partnership, Paper Mate Inkjoy and Shawn Mendes inspired fans to help spread messages of positivity, self-esteem, and the power of the handwritten word. To elevate campaign messaging, fans shared their notes with Shawn via Instagram and Twitter using the hashtag #SpreadJoy. UMG implemented the on-location branding activation of the Spread Joy Station for Paper Mate at 26 venues across the US and Canada in which concert goers were able to experience the “Spread Joy Station” where they received a Paper Mate InkJoy Pen and notepad to write a message of joy on the Fan Wall. They could also enter for a chance to win “The Ultimate Shawn Mendes Fan Experience”, a sweepstakes program offering two lucky fans the chance to spend the day with Shawn.

 

NOKIA + ONEREPUBLIC

Virtual Reality is one of the most exciting and cutting edge mediums for artists and advertisers alike. To break ground in this emerging space, UMGB engineered a deal with Nokia Technologies to showcase the eight-lens Ozo camera and create the ultimate VR music video experience featuring top recording artist OneRepublic.

Together with OneRepublic, Nokia created a cutting edge VR video for the band’s new single “Kids.” The video is a unique four-and-a-half minute story of a slowly unfolding courtship that is meticulously paced, visually captivating, and geniusly evolves to OneRepublic’s explosive vocals. The video was released in virtual reality format, 2D, and 360 via YouTube, and to mark its launch UMGB hosted a “VR is Kids Play” panel during AdWeek New York 2016, centered around the new VR medium. Prior to the panel discussion, attendees were invited to have an exclusive screening of the video via Samsung VR headsets and the Within App.

 

American airlines 

American Airlines is continuing its long-standing commitment to the entertainment industry and creating a global world of connections through music by bringing fans closer to the artists they love, and artists to markets they've never performed in before.

Fly to the Beat kicked off in February at the UMG BRITS Showcase in London, where 2-time BRIT award nominee and DJ/Producer, Jonas Blue, announced he would be taking two lucky fans with him on his first trip to Hong Kong. Blue flew to LA for a special send-off concert at the Capitol Tower before jumping on an American Airlines flight to Hong Kong to put on his first-ever show for fans at 1563 At The East. We also captured his explorations through a travel diary, which is now live on FlyToTheBeat.com

 

KELLOGG'S POP-TARTS 

Kellogg’s Pop-Tarts are renowned for their unexpected and innovative flavor combinations. To amplify the launch of their new A&W Root Beer and Crush Orange Pop-Tarts flavors, UMGB developed and executed the 2016 Pop-Tarts “Soda-Mazing” Summer Music Program with unexpected artist mash-ups. 

For the second consecutive summer, Kellogg’s Pop-Tarts and UMGB have teamed up for the ‘Crazy Good Summer’ program featuring unusual artist collaborations. This year’s “Soda-mazing” program brought consumers unique collaborations, via the Smule karaoke app, with NE-YO & DNCE and Easton Corbin & Keke Palmer. Additionally, UMG activated a sold-out concert for 850 college students in Chicago featuring NE-YO and DNCE. 

 

M&M's + ZEDD & ALOE BLACC

For almost a century, M&M’s has been one of the most iconic and beloved brands in the world. To kick off its 75th anniversary celebrations, UMG engineered a collaboration with M&M’s and Grammy Award-winning EDM artist, Zedd, and chart topping musician, Aloe Blacc, to reinvent Sammy Davis Jr’s 1972 classic track “The CandyMan”.

The year long celebration kicked off with the release of the “Candyman” track accompanied by a full-length music video featuring Zedd and Blacc’s composition and performance, vintage commercial clips, original footage from Davis’ performances, and guest appearances from some of M&M characters. The collaboration was a powerful musical tribute to the brand’s successful history while also building brand awareness and relevance among millennial and generation Z consumers.

 

M&M's + UMGB

M&M's is the brand that stands for spontaneous moments of fun that connect people through music. To bring that strategic vision to life, we launched M&M's Spotlight - a series of surprise concerts featuring buzz worthy artists including DNCE and Carly Rae Jepsen.

Spotlight gathered hundreds of excited millennial music fans at Brooklyn Bowl, NY and Chop Shop, Chicago, who had heard about the event through social media clues and updates on M&Ms, artists and venue channels and by following the hashtag #MMSpotlight. A series of surprises were also delivered throughout the night – streamer cannons, balloon drops and, best of all, a marriage proposal!

 

MarriotT + UMGB

With its acquisition of Starwood, Marriott International has cemented itself as the world's largest hospitality company with the greatest global loyalty program in the industry. Through a mutually beneficial portfolio-to-portfolio partnership, UMGB developed 'With The Band', a music platform that grants Marriott Rewards members access to the hottest artists and music experiences.

Tasked to engage a new generation of experience seekers, travelers, and music fans, UMGB created a custom music strategy to deliver on unique one-of-a-kind experiences and enrich the Marriott Rewards program for both new and loyal guests. To date, we have activated this globally through exclusive live on-property performances, branded content series, access to music industry events, social content and ticketing opportunities. Highlights include Latino superstar Juanes’ performance at the Marriott Santiago Chile, Ellie Goulding’s performance at the opening of the St Pancreas, London, James Bay at the Ritz Carlton, Miami during Art Basel, and over 30 artists performing at the J.W. Marriott, the destination for the Music Is Universal Showcase during SXSW 2016. 

 

JEEP + X AMBASSADORS

Jeep Renegade was created to empower a new generation of adventure seekers and dream believers. With a firm understanding of the consumer messaging, UMG crafted a partnership with platinum recording artist X Ambassadors and Jeep to help launch the all new
2015 Jeep Renegade. 

With the expert help of producer juggernaut, Alex Da Kid, X Ambassadors created a custom “Renegades” track written to serve as both a commercial tie-in to compliment the brand’s voice and stand alone as an X Ambassadors song. X Ambassadors released the track 8 weeks in advance of the commercial premiere and the track gained instant global appeal. The “Renegades” track quickly established itself as a pop/rock staple, charting No.1 Alternative Song Of the Year and propelled Jeep Renegade to #1 sales in its class.   

 

UBER + THE WEEKND

Uber stands for convenience, accessibility, and stylized transportation. Uber uses technology to give customers what they want, whether it's a ride or a sandwich. That's why UMG forged an innovative partnership between one of Canada's largest growing brands, Uber, and the biggest breakout artist of 2015, The Weeknd, to create the one-night-only UberXO experience.   

Ahead of his debut album release, Uber and The Weeknd provided 15 lucky winners the ability to access the custom “UberXO” option on the app for a chance to bypass the line, meet & greet with The Weeknd and attend an intimate sold out show at the Mod Club, the first place he ever performed. The Weeknd’s announcement tweet gained major social media engagement, trending in Toronto, and the overall UberXO experience amassed an impressive 5 million+ social media impressions. 

 

JOSE CUERVO + PHANTOGRAM

Jose Cuervo is a distinctively different kind of tequila that encourages fans to live in the moment as part of its 'Tomorrow is Overrated' campaign. To bring to life the intensity of this message, we launched 'Cuervo Nights', an immersive music experience that truly embraces the here and now.

Jose Cuervo partnered with American rock duo, Phantogram, to host a series of epic tour after parties in key markets, inviting fans to come out after midnight and party like rockstars. Cuervo Nights took over the hottest clubs and music bars in Atlanta, Las Vegas and Los Angeles and opened up what is typically a private affair post-show to a select group of hardcore fans and Cuervo consumers, who enjoyed an exclusive DJ set by the band while sipping on specialty Cuervo cocktails. 

 

COCA-COLA SOUNDBITES + UMGB

Coca-Cola Soundbites offered students at Coca-Cola college campuses a chance to bring an intimate pop-up music experience to their school. Driven entirely by social media, we sparked the conversation via a national contest for a chance to have Republic Records' artist, Marc E. Bassy, to come to your campus. We amplified local interest to the show via VIP Meet & Greet giveaways and an Opening Act contest.

UMGB leveraged our 80 college ambassadors across the country to promote the contests on-campus, local radio and online, with over 250 schools participating,  The winning school – Arizona State University – welcomed Marc E. Bassy to its campus on April 18th. To extend the live experience beyond the local audience, a behind-the-scenes interview with Marc was hosted on the Coke Periscope channel just hours before the show, giving viewers from across the country a chance to participate and communicate with the artist in real-time.

 

CLOROX + UMGB

Starting college is an exhilarating moment of independence, but along with that comes the daily chores that no students gets that excited about. Clorox wants to make cleaning entertaining and fun for students, showing them the benefits far beyond the bleach bottle.

UMGB tapped into the beached tee trend – which made a strong comeback on high-profile celebs, streetwear blogs and international runways – and gave students an easy DIY way to create their own one-of-a-kind fashion statements. Focusing on Clorox’s main products – gel pens, bleach and cleaning spray – we created a hands-on ‘Bleached Art Experience’ at UMusic/SpringfestMusic Festival in Albany,  enabling over 4,000 attendees to customize artist/band merch through a series of onsite bleaching stations led by eight brand ambassadors and one skilled bleached graphic artist. A few of the festival’s performers even stopped by too!