Universal Music Group (UMG) is rebranding its college lifestyle marketing program, formerly known as UMUSIC Experience, as °1824, and has expanded its career offering to college students.
“Our program has become a proven artist and career development platform,” said °1824 senior vp and head Todd Goodwin . “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.”
With the rebrand, additional emphasis will be placed on giving team members “actionable roles” on projects for UMG artists, including influencer outreach, local marketing, public relations, strategic partnerships, design and filmmaking.
UMG says the team has already been producing more than 40 projects a month. In addition, °1824 will produce more than 100 events annually, including speaking engagements, experiential activations, screenings and HBCU homecoming events, among others.
The °1824 rebrand follows a recent resurgence in the music industry’s college-rep programs, which slowed in the 2000s. Since launching in 2015, UMUSIC Experience has placed 50 team members in full-time positions at UMG, with dozens more being hired at other music companies.