Universal Music Group (UMG), the world leader in music-based entertainment, today announced that its college lifestyle marketing program is expanding to become °1824, a new marketing, content and experiences team powered by university students and young creatives from around the world.
The formation of °1824 was announced today at the Invitational, an annual meeting of the U.S. team comprised of 85 students from more than 50 markets, plus the team’s full-time employees based in Santa Monica, New York and Nashville. While °1824 will continue to build on the company’s unrivaled track record of placing recent graduates in jobs, the new organization is a recognition of the ever-expanding role of UMG’s college program, with its team now serving as an extension of the public relations, social media, content and marketing teams at the company’s record labels.
Todd Goodwin, Senior Vice President and Head of °1824, said, “Our program has become a proven artist and career development platform. Over the last four years, we evolved as our capabilities outgrew those of traditional college programs. While career development, mentorship and job placement will continue to be central to our success, it became clear we needed to redesign our core program and, in turn, give our team an even larger platform to highlight their creativity by forming °1824.”
Universal Music Group has placed 50 team members in full-time positions since it was launched in 2015, with dozens of additional team members being hired at other music companies.With the expanded operation, °1824 will be able to offer unparalleled professional opportunities and continue to build on its unrivaled job placement rate within the music industry.
The team behind °1824, previously called UMUSIC Experience, is comprised of many film students and has developed into a first stop for labels developing their artists’ content, producing more than 40 projects a month includingoriginal episodic series, official music videos and live performance capture. The division unveiled its latest music video, “Make You Mine,” which is co-directed by °1824team members Brandon Chase and John Jigitz for Island Records recording artist PUBLIC. Watch the video here.
Additional recent projects include original content such as “Beyond the Barricade” – a series that invites fans to a behind-the-scenes look at artists preparing for performances – and “Chop It Up” – a series that interviews artists while they ride in a helicopter over New York City. The group also produced a short documentary following Yungblud’s performance at the last Warped Tour, and they have created numerous music videos across UMG’s labels for artists including Public, TJ Porter, The Jacks, and The Greeting Committee.
°1824 will produce more than 100 events annually, including speaking engagements, experiential activations, screenings, HBCU homecoming events, and more. The division recently partnered with Big Noise’s FYGU Fest to bring performances from UMG artists to over 10 major colleges in 2019.
Operating as an incubator for the brightest new talent entering the music industry, °1824 will offer invaluable experience by giving them actionable roles on projects for artists within the UMG network. Spanning influencer outreach, local marketing, public relations, strategic partnerships, design and filmmaking, this group will help serve an integral role in each stage of the music marketing process.