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Marketing Irving Berlin in 2022: sync site and a TikTok profile


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Universal Music Publishing Group announced an expansion of its relationship with the Irving Berlin estate yesterday. UMPG will now represent the legendary American songwriter’s catalogue globally, having administered it outside the US since 2012.

However, what we found interesting were the details lower down the announcement of what UMPG has already been doing to market Berlin’s catalogue in the digital era.

One of those projects is a new website, Irving Berlin for Sync, designed for film and TV industry clients. There are playlists of his key works as well as a search feature to dig through his catalogue.

Also new: an official TikTok profile for Irving Berlin, gathering clips of performances of his songs from classic films through to modern-day artists and TikTokers.

It can feel like heresy to suggest that Irving Berlin needs marketing to remain relevant. Yet this is the kind of necessary work that goes on to keep such legendary songwriters and their works in the minds (and ears, hearts, For You feeds etc) of young music fans and sync supervisors alike.


Written by: Stuart Dredge