UMG’s Olivier Robert-Murphy: Brands can help fight music piracy

From Midem:

Can brands help fight music piracy? Absolutely, says UMG’s head of new business, Olivier Robert-Murphy.

“Thanks to brand partnerships, we are now giving consumers the same experience as with free, but better,” Robert-Murphy told us last midem. “So with a bank, for example, we can give them a music experience so that they then recruit more subscribers.”

He added that brands now see musicians not only as performers, but as creative people with whom they can form broader partnerships, citing and Lady Gaga’s respective roles with Intel and Polaroid as cases in point.