Universal Music launches new division for brand anthems

Music has always played a key role in brand building and while the larger brands have made significant investments in creating and owning jingles, small and medium enterprises are now taking the necessary next step by creating their own anthems. With this in mind, Universal Music Group India has launched a new department, U-Bee, exclusively dedicated to servicing clients that have such requirements.

The new business team has been actively associating with brands to create proprietary music for media exploitation which in addition to being used as a marketing asset can be monetised through music sales.

“Our new vertical will help create brand anthems that will further fortify branding of clients using music as the medium. Apart from these songs being used in frontline and BTL advertising, the ability to use these pieces to actually generate revenue by using UMGI’s own networks is phenomenal,” said Devraj Sanyal, Managing Director, Universal Music India and SAARC.

With the recent success of ‘Hum Mein Hai Hero’ and ‘Har Ek Friend Zaroori Hota Hai’, brands have realised the tremendous potential that lies in owning anthems. UMGI has been partnering with ad film production houses and media and communication agencies to provide music for television commercials and use its digital network to promote these anthems.

“In today’s market, having a strong brand can significantly change the way your consumers see you. And music lends that strong impact to a brand. While the aim is to enhance brand recognition and throughput of advertisements, we will use our digital network and other media partnerships to create additional revenue stream for such brands,” said Ashish Joshi, Digital and Business Development Head, Universal Music India.

Universal Music India is a 100 per cent subsidiary of the Universal Music Group.