WPP and Universal Music Group partner to connect brands with audiences through music

WPP has announced a strategic collaboration with Universal Music Group (UMG), a music-based entertainment business. The partnership aims to harness the power of music to create audience engagement strategies for the global creative transformation company’s clients, offering new ways to connect with consumers through culture and creativity.

This collaboration brings together UMG’s roster of global artists, extensive music catalogue, and data-driven insights with WPP’s creative scale and client network. The partnership is set to unlock opportunities for brands to tap into music’s emotive power, enabling them to forge deeper connections with audiences.

The partnership will provide WPP’s clients with access to UMG’s artists, music, and platforms. Leveraging technological advancements and data insights, the two companies aim to create campaigns that redefine how brands engage with consumers.

“Music is becoming an even more powerful cultural force, and technology is rewriting how we experience it,” said Stephan Pretorius, chief technology Officer at WPP. “This partnership with UMG will allow us to leverage emerging technologies and data insights to create truly innovative music-driven campaigns for our clients, shaping the future of brand engagement.”

A key element of the partnership involves exploring the responsible use of artificial intelligence to help brands and artists connect in ways that resonate authentically with consumers. This approach underscores the potential of AI in creating meaningful cultural moments, enhancing brand visibility, and expanding artistic reach.

The collaboration builds upon a history of collaboration between WPP and Universal Music Group for Brands (UMGB). Their joint efforts have already delivered notable successes for major clients, including The Coca-Cola Company.

Together, WPP and UMG have worked on global initiatives such as the award-winning ‘Coke Studio’ and ‘Sprite Limelight’ music platforms. These campaigns brought together a diverse mix of established and emerging artists to amplify brand messaging while fostering fan engagement across the globe.

Michael Nash, chief digital officer and executive vice president of UMG, commented on the association, “This collaboration provides benefits to stakeholders of each company. On one hand, combining new technologies with UMG’s data insights, we can create new commercial opportunities for our artists and songwriters. In addition, working together with WPP, we will harness and amplify the unmatched power and reach of music for WPP’s clients and brands through new strategic initiatives and programmes.”

One standout example of music-driven innovation is the ‘Coke SoundZ’ project, part of The Coca-Cola Company’s strategy to leverage its signature sounds to engage consumers. Developed with WPP’s Open X team, led by AKQA and supported by EssenceMediacom, the initiative used neuroscience and AI to craft uplifting soundscapes.

Coca-Cola captured its distinctive auditory cues—such as the fizz of opening a bottle and the clink of ice cubes—using advanced binaural microphones. These sounds were then fed into an AI-powered instrument to generate diverse musical compositions.

The ‘Coke SoundZ’ platform has been featured in collaborations with global artists, influencers, and DJs, including Marshmello, who have used it to create unique musical pieces. The project’s success highlights the potential of sonic branding to foster deeper emotional connections between brands and their audiences.

WPP’s collaboration with UMG reflects its broader strategy to invest in data and technology-driven solutions that deliver value to clients. By integrating music and technology, this partnership aims to create campaigns that resonate emotionally with audiences while driving commercial success for brands.

The initiative marks a significant step forward in how brands can leverage music as a medium to tell stories, engage consumers, and create lasting cultural impact. As the partnership evolves, the industry will be watching closely to see how WPP and UMG shape the future of music-driven brand engagement.