Warner Music Group Invests In Instrumental To Discover And Develop Social Media Stars
Terms of the deal were not announced.
London-based Instrumental focuses on musicians making noise on social media and provides support to talent signing up to its platform. Instrumental currently works with 300 artists and reaches a global fan base of 30 million subscribers on YouTube alone.
In addition to taking a stake in the company, WMG and Instrumental will collaborate non-exclusively on A&R, artist development, YouTube channel management, release promotion, brand and content partnerships. WMG will have an exclusive first look at talent represented by Instrumental Artists – the company's new management arm.