Strategy Case Study: Universal Music Group

Universal Music Group Advanced Media, a brand new division of Universal Music, came to us to prepare for the future of the music industry. 

The Problem

The music industry is operating on a revenue model that no longer works. The year 2015 was the first year in a long time that the industry even broke even, thanks to streaming. But given the decline of recorded music, the role of labels was in major flux. How could the Advanced Media group step in, build trust with the UMG family of labels and become their strategic partner in the music industry of the 21st century?

The Process

For this project, we were assigned a specific artist - Halsey - to use as an example of the kind of work UMG Advanced Media could do in the future. We spent a lot of time listening to Halsey, learning about who she was and exploring what he fans were interested in.

We also did a Google Consumer Survey of more than 600 people to learn about how they consume music and what they might be willing to pay for. Quantitative data rarely makes sense without qualitative, and so we also did a focus group - and that's where we had a light bulb moment. When we played Halsey's music, our focus group wasn't particularly interested or willing to purchase her music. But when we played an interview of Halsey, just speaking off the cuff about her life, they were suddenly much more engaged. 

The Insight

We realized that music listeners today aren’t interested in paying for recorded music - but their love of music is stronger than ever before. And they are much more interested in that music is much more interesting to them when they know more about the artist producing it, and their process. How could Advanced Media capitalize on that emotional connection?

By letting fans behind the scenes and allowing them to be a part of the music making process. We created a year long campaign - Unfinished. Working with a breakout artist named Halsey, UMG AM positioned themselves as a strategic, transmedia partner for the UMG family of labels