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Universal Music Group has consolidated its U.S. media business, across labels, at GroupM’s MediaCom, which already works for the music company in Europe, Canada, and Australia.
UMG is expected to increase ad spending to $25 million-$30 million, up from $18 million in 2010, sources said. The music giant had previously used smaller, undisclosed incumbent agencies to handle its separate units. Among the company’s labels are Def Jam Recordings, Interscope Records, Geffen Records, and Island Records. Artists include Lady Gaga, Justin Bieber, Jay Z, Rihanna, U2, Rolling Stones, and the Black Eyed Peas.
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