UMG teams up with Keshet for original digital video content

Universal Music Group’s Interscope, Geffen and A&M Records have teamed up with Keshet Studios to develop, produce and distribute music-related digital content. The deal will include scripted and non-scripted video content.

The Santa Monica music company is home to such iconic artists as Eminem, Lady Gaga and Kendrick Lamar. LA-based Keshet Studios is home to Keshet International and the global distribution powerhouse behind many high-profile, award-winning and critically acclaimed series.

Under the multi-year, multi-series deal aimed at the cord-cutting millennial audience, Keshet and Interscope, Geffen and A&M will focus their distribution efforts primarily on digital platforms in the US and throughout the world.

The first project in development under the venture is Tracks, a unique coming-of-age series mixing edgy, gritty drama with the real-world music scene. It follows five twenty-somethings who find common ground in live music as they make their way through life’s many unexpected turns.

“This is part of our broader strategy to create high-value content and provide new and exciting opportunities for our artists.”

“We’re excited to partner with Keshet to produce innovative short- and long- form visual content to tell our artists’ stories,” states Interscope, Geffen and A&M CFO-EVP of Business Development Jeremy Erlich. “This is part of our broader strategy to create high-value content and provide new and exciting opportunities for our artists. Tracks is truly an exciting new project which blends a scripted drama with live performances in an episodic show.”

Sebastian Burkhardt, SVP Digital & Acquisitions, Keshet International, commented, “The development of original digital programming that resonates with the cord-cutting millennial audience is at the core of our strategy, and we see music and partnering with some of the hottest names in the record industry through Interscrope, Geffen and A&M as a key driver to making that happen. With our first joint project, Tracks, we are well on a path to success.”

Keshet and Interscope will jointly distribute the content in the U.S., with Keshet International leading the global sales charge for Tracks and other series in development.

The Interscope, Geffen and A&M roster includes artists such as Eminem, Kendrick Lamar, Imagine Dragons, Lady Gaga, Selena Gomez, Tame Impala, Lana del Rey, The 1975, and Rae Sremmurd, among others.

Author: Buddy Iahn

Buddy Iahn founded The Music Universe when he decided to juxtapose his love of web design and music. As a lifelong drummer, he decided to take a hiatus from playing music to report it. The website began as a fun project in 2013 to one of the top independent news sites.

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