MUMBAI: After unveiling the first EDM music label, Universal Music Group India has further strengthened its brand with the launch of a new division ‘U-bee’ in its business development department.
The new division is formalized to create brand anthems and corporate jingles for the clients. It is also associated with brands to create proprietary music for media exploitation which can be monetized through music sales.
Universal Music India & SAARC MD Devraj Sanyal said, “The medium to large enterprises especially the SME segments are leaning on innovation as a big part of their brand plan. UMI's new vertical helps create brand anthems which will further fortify their branding using ‘Music’ as their medium. Apart from these songs being used in frontline and BTL advertising, the ability to use these pieces to actually generate revenue is phenomenal using UMGI's own networks, is an industry first as these songs sung by major artistes are also great compositions on their own”.
Universal Music India digital & business development head Ashish Joshi said, “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, memorability and throughout of advertisements, we will use our digital network and other media partnerships to create additional revenue stream for such brands.”
UMGI has also been partnering with ad film production houses, media and communication agencies to provide music for television commercials using digital network and other media partnerships to promote the anthems.