The new partnership brings together UMG’s artists and labels and its global data and insights team with WPP’s advertising work and client network to give brands new opportunities to connect with audiences through music.

In addition, WPP and UMG will work together to explore new ways that AI can better help brands and artists work together.

Stephan Pretorius, chief technology officer at WPP, said: “Music is becoming an even more powerful cultural force, and technology is rewriting how we experience it.

“This partnership with UMG will allow us to leverage emerging technologies and data insights to create truly innovative music-driven campaigns for our clients, shaping the future of brand engagement.”

Michael Nash, chief digital officer and executive vice-president at UMG, added: “This collaboration provides benefits to stakeholders of each company. On one hand, combining innovative new technologies with UMG’s industry-leading data insights, we can create significant new commercial opportunities for our artists and songwriters.

“In addition, working together with WPP, we will harness and amplify the unmatched power and reach of music for WPP’s clients and brands through new strategic initiatives and programmes.”