Universal Music Germany is the latest major label to launch a division to assist brands looking to work with artists.
The Universal Music Artist Agency will aim to give brands and event promoters access to artists signed to the major's labels. The agency will offer consulting services that help brands or promoters decide which of the artists they represent would best suit their commercial or marketing objectives.
Universal Music Germany chief Frank Briegmann told reporters this week: "More and more companies are approaching us to put them in touch with artists. The Universal Music Artist Agency will fulfil that need. It will give brands and companies the opportunity to make use of emotional stimulation in marketing their products".
The new division will be run by artist manager Holger Kurschat. It is unclear how many artists off the Universal rosters would consider commercial or marketing partnerships proposed by the new agency, many larger artists already having management or other agents that proactively seek such arrangements, of course.