UMG's New Creator App + Brand-Specific Creator Tech

Universal Music wants to work more closely with creators

Universal Music Group has launched their own app to manage relationships with creators.

“Via House of Carmen, Universal can directly manage relationships with micro-influencers and creators, handling everything from briefing and content approval to payment processing.”

Universal Music Group has around 32% music share in all recorded music, making it the biggest of the three major record labels. Their artists include Drake, Lady Gaga, and Billie Eilish.

As influencer/creator marketing becomes a bigger percentage of overall marketing budgets, big organizations will demand their own personalized tech solutions to manage the process.

I fully expect Sony and Warner to launch their own versions of an app like this and for more large brands to invest in this kind of technology.

We’re still in the Influencer Wild West but I expect a new wave of personalized, enterprise grade influencer apps will herald the next step of professionalization in the creator economy.