Universal Australia To Partner With YouTube New Talent Platform

Universal Music Australia have just announced that they will be partnering with Boom Collective, one of APAC's largest talent rosters and Australia's first Official YouTube Partner network. 

As mediaweek reported, the strategic partnership will bring a new imprint to the label — Boom Records — which will give Universal Music a direct A&R and marketing resource, making use of Boom Video's huge 7.5 million subscriber base and emerging YouTube voices and talents. 

President of Universal Music Asia Pacific, George Ash, has said in a statement: "We are very excited to be working with Boom Collective. They have an impressive network of new and upcoming talent, they create cutting edge social marketing strategies and we will work keenly with them on new signings."

Commercial director of Boom Collective, Spiro Pissas, has also stated, "The new imprint label Boom Records is the ideal A&R launch pad for leading influencers and musical talent under the Boom network umbrella. We will identify emerging and growing online social influencers through our imprint label giving Universal Music the chance to sign the best and brightest of our talent with exclusive worldwide rights to release music."

The partnership will also allow Boom to aid Universal Music Australia as a key social media influencer, building exposure and a stronger social media marketing presence for Universal's artist roster.