Universal Music Group is shaking up its ‘college lifestyle marketing program’ in the US, with a new team, and brand, called °1824.
The label describes it as “a new marketing, content and experiences team powered by university students and young creatives from around the world”. It’s partly about finding new creative talent to place in jobs within UMG, and partly about actually generating marketing content for artists – an initiative formerly known as Umusic Experience.
UMG says that already the program “has developed into a first stop for labels developing their artists’ content, producing more than 40 projects a month including original episodic series, official music videos and live performance capture”.
Under the new brand and with an expanded remit, °1824 will “produce more than 100 events annually, including speaking engagements, experiential activations, screenings, HBCU homecoming events, and more”.