Warner Music Group has announced a new partnership, with Sony Pictures subsidiary Internet Media Services (IMS), which the label hopes will boost its advertising revenues in some under-monetised parts of the world.

IMS will be managing the ad inventory for WMG’s YouTube channels in Russia, Poland, Spain, Portugal, and all of Latin America bar Brazil. The idea being that IMS can capitalise on “previously untapped potential” in these markets around music videos.

“With music traveling faster and farther than ever before, emerging markets present a real opportunity to connect artists, fans, and brands. IMS is a leader in developing unique marketing strategies and we’re pleased to partner with them as we ramp up our global advertising offerings,” said WMG’s Alfonso Perez Soto in a statement.

The bigger picture here is the desire to make more of advertising around music on YouTube, with music videos presented as a “brand-safe” opportunity compared to some of the wilder content on the platform. YouTube itself is on the case here too: in May it announced plans to sell ads around Vevo’s catalogue of music videos through its Google Preferred premium-ads initiative.

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