| 03 Dec 2022
Universal Music Group-Havas- Mirriad partnership can offer additional revenue to artistes

MUMBAI: Video technology company Mirriad, music label Universal Music Group (UMG), and media company Havas Group, have come together to sign an agreement. As per the agreement, UMG will feature digital brand integrations in select music videos by using Mirriad's video technology.

Havas, through its Havas Media network, becomes the first global agency to partner with Mirriad and UMG for strategic native in-video advertising from key clients including LVMH, Dish Network, LG, and Coca-Cola. In addition, Havas' venture 18-Siliwood, a research centre launched in collaboration with Orange Silicon Valley, will also incorporate Mirriad technology and UMG content in ongoing research it is conducting in media, content, technology and data science.

The agreement was built on Mirriad's recently announced launch with distribution partner Vevo, the world's leading all-premium music video and entertainment platform.

"Through innovative technologies such as Mirriad's, and leading global agencies such as Havas, we can offer our artistes additional opportunities to generate revenue from their music videos. And with Mirriad's highly customisable platform, we have the ability to insure that artistes' and brands' interests are aligned while we remain focused on presenting fans with the most compelling music experience possible," said UMG chairman and CEO Lucian Grainge.

Mirriad CEO Mark Popkiewicz aid, "We designed Mirriad with content producers very much in mind so our platform allows all stakeholders to painlessly review and approve campaigns ahead of launch."

Havas Group chairman and CEO Yannick Bolloré said, "Mirriad will make it possible for us to create a more authentic, logical and in-context connection with our clients and audiences that have insatiable appetites for content across multiple screens."

Mirriad's technology integrates products, signage, video and other forms of branded assets into professionally produced video content.