Universal Music Australia and Optus have announced the extension of their partnership to strengthen the connection between music artists and fans.
Universal Music Australia and its in-house creative agency BRiNG will continue to collaborate closely with Optus focusing on the promotion of their Australian-first music product where select Optus customers can stream music without using their data on Google Play Music, iHeartRadio and Spotify streaming apps.
The relationship has produced a series of live events and original artist content with local and global talent including Justin Bieber, Sam Smith, Shawn Mendes, The Preatures, Troye Sivan, Lorde, and many more. All events and content are delivered through BRiNG, a marketing agency established by Universal in 2016 to create bespoke music campaigns for a variety of brands.
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Roddy Campbell, managing director of BRiNG, said: “With music consumption rising across the board, more and more brands are embedding the power of music in their customer engagement and branding practices. Optus committed to an always-on approach and we’re delighted to see that it’s working for consumers, for artists and labels and importantly for their business. We’ve set a high benchmark over the last two years but look forward to creating even more memorable moments together in this next phase of the partnership.”
BRiNG managing director Roddy Campbell
Bushra Abel, Optus associate director content entertainment, said: “Australians are passionate about music and we love connecting our customers with their favourite artists. Over the past few years we have been able to create amazing music moments, tailored for the fans, and our partnership with Universal Music Australia has allowed us to work alongside local and global talent such as Justin Bieber, Lorde, Sam Smith, Troye Sivan and INXS. We are excited to continue to work with Universal Music Australia to keep delivering game-changing music experiences across live events, premium video, music streaming and more.”
Optus associate director content entertainment Bushra Abel
To kick off the renewed partnership, Optus has teamed up with EMI Australia and Sydney electro duo The Presets to celebrate the release of the band’s highly anticipated fourth studio album, “Hi Viz”, out June 1.
Optus customers had the chance to win tickets to attend the exclusive album preview party in Sydney plus get the opportunity to meet the band. Optus also didn’t want all of Australia to miss out on the action so will be live streaming a selection of The Presets set on their Facebook page this Thursday May 31 from 7.30pm.
Sam Smith (credit Ian Laidlaw)
“We wanted to make something that was literally meant to get you out of your head,” said The Presets’ Julian Hamilton. “All the songs on ‘Hi Viz’ are outward looking so in that respect it’s much more like our earlier stuff. It’s about trying to capture that energy you get on a great night out with your friends when you get to leave everything else behind you for a while. We essentially tried to create the soundtrack to a party that we would want to go nuts at.”
Milky Chance
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Top photo: Lorde plays Cockatoo Island for Optus and Nova’s Red Room