UMusic Hotels Names Known Global Agency of Record

By Kyle O'Brien 

Integrated marketing agency Known has been named global agency of record across strategy, creative, design and media for UMusic Hotels, a portfolio of music-based experiential hotel properties creating unique experiences for fans, guests and artists alike.

Working in partnership with UMusic Hotels’ creative, design and social teams, Known will help to launch a set of hotel experiences around the globe. Known will serve as strategic partners and stewards of the UMusic Hotels brand and will support the hotel brand’s first location, UMusic Hotel Madrid, followed by multiple properties in the future.

In 2020, Known began to support UMusic Hotels with brand strategy, market analysis and website. Known’s expanded scope builds on that work to help launch and market a global network of destinations.

“We are enthusiastic to partner with Known as our agency of record, they will support us in underscoring each location as a vibrant hub for music, arts, and entertainment; serving as a creative hub that will promote social impact, education, sustainability and innovation through the power of music,” said Robert Lavia, CEO of UMusic Hotels in a statement.

Universal Music Group (UMG) has been a Known client for many years. The appointment of Known as agency of record for UMG’s venture partner, UMusic Hotels, represents an evolution of the relationship.

“We are beyond thrilled to be joining forces with one of the largest entertainment entities in the world to support its Madrid property and worldwide expansion into the hospitality space,” said Kern Schireson, CEO and chairman of Known in a statement. “The UMusic Hotels joint venture is a truly unique exploration of how the biggest music brand in the world can express itself in culture, commerce, and experiences.”