Universal Music Group Nigeria: More than Afrobeats

Universal Music, a music corporation, created a community of music influencers and platforms to promote its wide range of music genres and artists in its roster to increase market share in Nigeria.

Overview

In 2018, BWL Agency was appointed as the PR Agency for Universal Music Group Nigeria, the world's leading entertainment group. Whilst the international roster includes a superstar roster from Justin Bieber to Taylor Swift amongst others, the brand struggled to gain local relevance in the Nigerian market. With the local artists preferring full autonomy over their music and a distrust for international record labels, we took on the task of building the UMG brand image and positioning UMG Nigeria as the No 1 entertainment solutions provider in Nigeria whilst building in-market relevance and trust. This was achieved through a...

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