Universal Music teams up with Host and One Green Bean to launch new creative agency
Universal Music has partnered with PR and creative agencies One Green Bean and Host to form a new entertainment marketing agency, aimed at bringing brands together with artists and influencers including Lady Gaga, Mike Tyson and Troye Sivan, Mumbrella can reveal.
The new offering, Bring, will consist of a core team of eight sourced from the Universal Music brand team, and it will draw on resources from Host and One Green Bean, as needed, creating content campaigns and activations.
Roddy Campbell, who will lead the agency as managing director, told Mumbrella the agency will look to “create culture”, and will not be limited to working with Universal artists but reach out to other partners.
Campbell will step back from his current role as head of business development at Universal while Cameron Farrelly will be the executive creative director, having spent the past year in that role for Universal Music Group in Australia. Host and One Green Bean founder, Anthony Freedman, will also be involved in leading the new agency.
Creative lyrist
Love the video for Bring – but made me wonder, do they own all that content or get permission to use for their commercial purposes? That would be a bit of a faux pas if they didn’t.
Funny, I had the same thought Bob The Dentist. I saw several images/clips from properties I didn’t think Universal owned. But I’m sure they would have cleared the rights. Wouldn’t they? After all, they’re in the copyright business.
Look forward to the Mike Tyson collaboration.
Did the same thing partnering with WME.
Is this just Peer Group Media revisited…. or something different?
If it takes 2 mins 20 secs for a brand agency to articulate their brand and offering in a video … they might need a branding specialist to help. Buzzword city.
Sony Music started the ball rolling on this new business and partnership structure in 2004 but struggled to get real traction.
Universal Music followed their lead and forged ahead, creating a real path to partnership delivery and leaving Sony Music in the rear view mirror.
Seems like a great idea to take out it outside of the corporate structure and become a nimble stand alone operation. Good luck to them.
If you apply an instagram filter to it does it automatically become rights free and available for commercial use? If so, great! I’ve got a bunch of images of Gaga, Beyonce and Bieber I want to use in my next campaign.