Warner Music Group is partnering with Outrigger Media to sell online advertising and sponsorships. Outrigger will represent the label group to potential sponsors and advertisers for WMG operated sites, third-party video sites and other digital media platforms. Current Outrigger clients include Veoh, Next New Networks, Transpera and Vuguru.
This deal, which follows on the heels of WMG's return to YouTube, is part of a broader strategy to increase revenue and extend the artist brand through video content. As part of the same effort, WMG recently announced plans for a premium online video ad platform that will feature artist-branded channels. Artists will share in the revenue through targeted advertising embedded in the video, approved sponsorships and direct-to-fan sales.
From the press release:
“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,” said Mike Henry, Outrigger Media’s Chief Executive Officer. “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.”
“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,” said Michael Nash, Executive Vice President, Digital Strategy and Business Development. “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.”
