Audio up

When we’ve written about podcasts and music licensing in the past, we’ve tended to think more about labels and master recordings. However, a new partnership between Universal Music Publishing Group (UMPG) and podcast maker Audio Up is a reminder that publishers can play in this space too.

The deal will see UMPG “signing songwriters to create unique music for Audio Up’s original podcast programs”, with the publisher also representing the work of Audio Up CEO Jared Gutstadt. The company already has a focus on music: it was behind Machine Gun Kelly’s Halloween-themed musical podcast in 2020 for example.

“We see podcasting as a gateway to music discovery and hit songs of the future,” is how Gutstadt describes the strategy behind Audio Up and its UMPG deal. “Our secret sauce is a Tin Pan Alley model with completely integrated and original music capabilities from within our walls. We’re excited to bring this to life and start signing next-generation songwriters to plug and play within Universal Music Publishing.”

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