Warner Music partners Outrigger Media to expand online advertising strategy


MUMBAI: Warner Music Group Corp. and Outrigger Media have formed a strategic partnership whereby Outrigger, working with marketing executives at WMG’s labels, will identify and secure advertising and brand sponsorships for artists on a variety of online platforms. Outrigger will represent WMG to potential sponsors and advertisers in the US generating opportunities across WMG operated sites, leading third-party video sites and other digital media platforms in the US.

"We are thrilled to work with one of the world’s leading music companies and to have a role in what is clearly one of the music industry’s most innovative business models. WMG understands that their most powerful brands are their artists and the significant investments it makes to develop and strengthen those brands creates enormous opportunities for advertisers. The most effective advertising programs will be built around those artists and their intense relationships with the audiences they attract. The extent of those relationships is demonstrated online through the enormous popularity of music videos, original online content, photos, social networks and blogs. By putting the artist at the center of the conversation we’re able to build comprehensive digital partnerships that are both effective and scalable," said Outrigger Media chief executive officer Mike Henry.

"We’re pleased to have found such experienced and forward-thinking partners in Outrigger Media to represent our renowned artists and content to the advertising community. This new partnership enables us to leverage Outrigger’s ad targeting platform to effectively exploit key audiences. With a majority of our active artists now signed to expanded rights deals, we are constantly seeking ways to build new revenue streams to monetize those partnerships. We look forward to working with Outrigger to help us maximize the value of our artists’ online presence," said Warner Music Group executive vice president digital strategy and business development Michael Nash.

The partnership will be a key element of WMG’s advertising strategy to extend the power of the artist brand by driving revenue around video content. As part of this strategy, WMG recently announced plans for a premium online video advertising platform that will feature artist-branded channels showcasing high quality music videos and video content, and provide revenue opportunities for artists through the sale of targeted advertising embedded in the video experience, approved sponsorships with appropriate brands and direct-to-consumer sales.