Moonbug Entertainment has been one of the most interesting and acquisitive companies in the digital children’s entertainment space, rolling up kids’ music and animation YouTube channels like Little Baby Bum, Cocomelon and Blippi. Now it has a deal with the world’s biggest label.

Universal Music will be handling worldwide distribution, publishing and licensing for the Moonbug Music label, which it says is already doing 150m streams a month. So, forget Billie Eilish, the Rolling Stones, Nicki Minaj and all the rest: UMG now also represents ‘Bath Song‘, Cocomelon’s track (verse: Ten Green Bottles, chorus: Baby Shark) that has been watched nearly 4.5bn times on YouTube since its debut in May 2018.

UMG highlighted the potential for audio streaming of this music, as well as video. “We have seen tremendous growth in the kids and family segment in recent years, thanks to advances in streaming and voice-technology,” said boss Sir Lucian Grainge.

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