Universal Music Group has unveiled a new partnership with Talenthouse that will see various UMG artists launching ‘social crowdsourcing competitions’ on the latter’s site. The company calls them ‘Creative Invites’ – contests where fans have to actually create something, with the aim of winning prizes and/or meet’n’greets. It’s all tied in to Facebook and Twitter too, so other fans can vote on the entries in these contests. UMG and Talenthouse have already been working together on campaigns for the likes of Paul McCartney, Lady Gaga and Maroon 5, but the new partnership formalises the relationship. “For the first time, aspiring talent from around the world will be able to collaborate with some of the greatest music acts through a social media pipeline,” says Talenthouse founder Amos Pizzey. “Who would pass up the chance to paint, compose, design, produce or sing with the amazing artists on the UMG roster?”

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