Universal Music Group and multi-platform media brand All Def Media have agreed an expanded relationship that includes developing long and short-form video content, live events and social media content.
Hip hop specialist ADM will broaden its programming and marketing relationship with UMG to build on its digital, branded and platform series.
In addition, it will accelerate its long-form TV and film offerings, creating opportunities for UMG’s roster of artists, recorded music and publishing catalog.
The first three collaborations following the new agreement include:
- Crossroads 24, a series that chronicles a day in an artist’s life featuring Def Jams’ YG, Pusha T and many more
- The expansion of the All Def’s Live Leaks franchise, which showcases performances from artists including Interscope’s Rae Sremmurd (pictured) and Smino
- Plan B, a program that gives artists a chance to experiment with a second career choice
Celine Joshua, UMG’s General Manager of Commercial, Content & Artist Strategy, said: “Universal Music continues to push boundaries for our artists, the most creative storytellers in the industry, to produce premium video content that reach fans and new audiences around the world on any screen they chose.
“With Chris Blackwell and his team at ADM, we’re building on our already successful track record to expand into scripted and non-scripted programs that will soon be available across multiple global platforms.”
celine joshua, universal music group
“With Chris Blackwell and his team at ADM, we’re building on our already successful track record to expand into scripted and non-scripted programs that will soon be available across multiple global platforms.
“Video is essential to the future of our business, so whether vertical, short or long, I’m thrilled to work with our artists, labels and ADM to bring these exciting new projects to life for fans.”
Jeffrey Harleston, UMG’s General Counsel and Executive Vice President of Business & Legal Affairs, added: “In a short amount of time, All Def has demonstrated a proven ability to work with our artists and labels to produce premium content that is capable of reaching new audiences around the world.
“Our enhanced relationship with ADM will further expand access to one of the most dynamic areas of fan engagement for our artists and labels.”
ADM’s President and Chief Digital Officer Chris Blackwell said: “There’s a new generation of music consumers searching to find authentic, meaningful, hip-hop content and experiences.
“We’re extremely grateful that Sir Lucian and UMG’s legendary labels want to innovate with us and are helping us build a platform to push the culture forward.”
chris blackwell, all def media
“At the same time the next class of iconic content creators are capturing artist storytelling like never before.
“We’re extremely grateful that Sir Lucian and UMG’s legendary labels want to innovate with us and are helping us build a platform to push the culture forward.”
ADM’s music series include the Arts and Raps and the Crate, which stand alongside comedy offerings Dad Jokes, Bad News and Roast Me. In Los Angeles, its All Def LA monthly residency showcases a new generation of hip-hop talent.
Combined, ADM generates more than 300 million monthly views for its programs, ranking among the most engaged brands on platforms including Facebook and YouTube.
Music Business Worldwide
