UMA partners with YouTube’s first Aus partner network, Boom

Universal Music Australia has entered an Asia-Pacific partnership with YouTube’s first Australian and New Zealand partner network, Boom Collective.

A video and social media agency, Boom exclusively represents over 350 Australian YouTube channels and their social pages and has a subscriber base of 7.5 million.

Announced today, the partnership sees the launch of Boom Records, a label imprint which will use Boom Video’s emerging YouTube-based talent roster, content creation on its multi-channel network and social influencers as a direct A&R and marketing source.

Universal will tap into the YouTube community to sign new acts with exclusive worldwide rights to release music. Universal and Boom Records will provide full label development and use Boom Collective’s talent division, Boom Talent to aid in marketing both bespoke and original content and promotion of both Boom Records and UMA signings.

George Ash, President Universal Music Asia Pacific said: “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.

“The opportunities across our two businesses will continue with exciting and effective video seeding, branded content, marketing and brand integration. Boom are a company who are forging new ways to connect fans and creators and the harmony between our two businesses will be exciting to be a part of."

Boom's music vlogger signings include Launceston acoustic artistTimmyhasaheart (pictured), Gold Coast artist Jordan Jansen and Sydney artistDJ Ravine, who mixeshard techno with classical compositions.

Michael Taylor,Managing Director,Universal Music Australia told TMN: "Boom’s ‘influencers’ have a potential reach of over 100 million eyeballs. It’s a huge reach which we’re excited to explore with Boom for marketing opportunities for our artists. Boom’s 'musical influencers' have millions of subscribers, and we’ll work with Boom to find new talent from their influencer pool to create and build Boom Records."

Boom launched its production arm Boom Natives in September 2013 to bring branded content to its creators. UMA’s partnership with Boom will see the pair work with each other’s talent as well as brands, creative agencies and TV networks on brand campaign opportunities.

Spiro Pissas, Commercial Director of Boom Collective said: “Boom Collective is proud to announce our partnership with Universal Music, which will change the way that talent is discovered and developed in the digital and music industries.

Image: Facebook