Instrumental has launched a new discovery division called DSCVRY.team, which is working with brands and agencies looking to identify the next generation of social video influencers across social media.
A social talent business launched in 2013. Instrumental launched with an initial focus on the music sector. Since then it has become a leading artist discovery platform, blending video discovery technology with analytics expertise. It received investment from Warner Music Group in late 2015 and now has offices in London and New York.
Now, the new DSCVRY.team division will aim to solve the difficulties faced by brands and agencies when finding, tracking and analysing the reach of social stars online.
Conrad Withey, CEO of Instrumental, said: “After building our digital scouting capability in the music space we quickly had brand teams asking if we could help them find non-music talent - particularly in fashion, beauty, food and drink and lifestyle verticals. Everything we’ve created to find and track new artists emerging around the world works just as well when focused on other sectors outside music so it made total sense to launch a division focused on that. We call the process Brand A&R.”
John Kilpatrick, head of product for DSCVRY.team, added: “Most of our clients want to know about the next generation of influencers. They are tired of paying a premium for the usual faces and DSCVRY excels at spotting future stars before they go mainstream. We are seeing brands now looking to forge partnerships with influencers far earlier and for far longer.”