Universal Music Group (UMG) has revealed it will be partnering with creative agency WPP to explore “how AI can help brands and artists connect and create authentic cultural moments.”

As part of the partnership WPP clients will be given opportunities to access UMG’s music catalogue that includes artists such as Taylor Swift, Harry Styles, and Adele.

Universal Music Group chief digital officer and EVP Michael Nash said: “This collaboration provides benefits to stakeholders of each company.

“On one hand, combining innovative new technologies with UMG’s industry-leading data insights, we can create significant new commercial opportunities for our artists and songwriters. In addition, working together with WPP, we will harness and amplify the unmatched power.”

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This partnership comes after the two partnered with the Coca-Cola company and worked on campaigns such as ‘Coke Studio’ and ‘Sprite Limelight’.

WPP chief technology officer Stephan Pretorius said: “Music is becoming an even more powerful cultural force, and technology is rewriting how we experience it.

“This partnership with UMG will allow us to leverage emerging technologies and data insights to create truly innovative music-driven campaigns for our clients, shaping the future of brand engagement.”

The partnership is part of the creative agency’s plans to invest in data and technology-driven solutions.