Universal Music Australia will be partnering with Boom Collective, one of APAC’s largest talent rosters and Australia’s first Official YouTube Partner network.
The new partnership will see the introduction of a new imprint to the label — Boom Records. This will allow Universal Music a direct A&R and marketing resource, tapping into Boom Video’s 7.5 million subscriber base. The partnership will also help create a stronger social media marketing presence for Universal’s artist roster.
President of Universal Music Asia Pacific, George Ash, has said in a statement: “We are very excited to be working with Boom Collective. They have an impressive network of new and upcoming talent, they create cutting edge social marketing strategies and we will work keenly with them on new signings.”
Commercial director of Boom Collective, Spiro Pissas, has also stated, “The new imprint label Boom Records is the ideal A&R launch pad for leading influencers and musical talent under the Boom network umbrella. We will identify emerging and growing online social influencers through our imprint label giving Universal Music the chance to sign the best and brightest of our talent with exclusive worldwide rights to release music.”
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