As influencer marketing continues to become a more-common part of the music-marketing landscape, Warner Music Australia has announced an interesting joint venture with talent agency Born Bred Talent.

The two are creating a new ‘video distribution network’ called Born Bred Distribution, which they say will pair up Born Bred’s stable of YouTubers and other influencers with Warner Music’s artists.

“The collaboration will explore the rapidly expanding space between musicians, influencers and their audiences to find mutually beneficial outcomes,” is how the announcement put it. Born Bred also says it’ll be helping Warner artists to fine-tune their YouTube channels to generate more revenues, while the label will also use the company as “its preferred influencer marketing agency” for campaigns.

“Born Bred Talent and their influencers have been a huge part of our marketing strategy in Australia to date and we can’t wait to take this to the next level both here and abroad,” said Warner Music Australia’s head of digital and business development Simon Cahill.

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