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DHL partners with Universal Music on virtual shows and digital collectibles
By Chris Cooke | Published on Friday 22 October 2021
Delivery firm DHL Express has announced a partnership with Universal Music which will see it collaborate with artists on creating “unforgettable music moments” and some “exclusive merchandise”.
And before you think that’s just so DHL has more merch to deliver, much of the “exclusive merchandise” will be digital. This is an eco-friendly initiative, see. Though there will be some limited edition physical stuff for DHL drivers to drive to a fan’s home. But maybe in one of the firm’s eco-friendly electric vans. Depends where the fans live, I guess.
The US-based partnership – aka DHL Fast-Track – will kick off with R&B-pop duo Emotional Oranges, who will perform a virtual show at Universal’s Capitol Studios in LA.
Fans will also be able to access a free Instagram or Snapchat AR filter to ‘wear’ during the virtual show, and enter a competition to win “a hyper-limited version of the digital garment”. Some fans will also win “limited-edition physical garments produced from sustainably sourced materials and hand delivered by DHL”. Lovely stuff.
Say Emotional Oranges: “Thanks to the team at DHL Fast-Track for helping us produce such a special virtual show – and our first one yet! We had the opportunity to collaborate with some very special artists at the iconic Capitol Studios in our hometown of Los Angeles”.
Mike Parra, CEO of DHL Express Americas & Global Head Of Sponsorships, adds: “We are very excited to be launching the first-ever pieces of digital merchandise by Emotional Oranges in partnership with Universal Music Group. DHL has a strong legacy in both music and sustainable fashion, so it’s great to connect the two in a progressive and innovative way for fans”.
And finally, Universal’s Global Head For Brands, Richard Yaffa, says: “We are constantly innovating beyond music with our partners, which made it especially exciting to the enter the world of AR fashion with DHL Express, who share our commitment to supporting emerging artists globally”.
