Warner Music UK’s innovation lab, Firepit Tech, has partnered with MediaCom’s Blink division, which links up brands and start-ups.
Warner launched Firepit Tech last year in a bid to boost digital development for the company and assist fledgling start-ups. The new partnership will see Blink working alongside Firepit Tech to seek out emerging businesses that are disrupting the music and entertainment sector from around the world.
Selected entrepreneurs will be invited to pitch their ideas. Several will be chosen by Firepit Tech to pilot their ideas with Warner Music labels. If successful, the projects will be rolled out across other artist campaigns and business areas throughout the company’s global network.
Emmy Lovell, VP digital at Warner Music UK, said: “This project with BLINK is just one of the ways that we’re working with the start-up community. We want to support and develop the most innovative companies in the market who are leading the way with smart new thinking. We can work with them in a number of ways – be that offering mentoring and advice, access to music rights and Warner Music’s impressive catalogue as well as financial investment. We’re hoping this will uncover some entrepreneurs who will help us to excite fans and enable them to feel even more connected with their favourite artists.”
Justin Cross, head of start-up and accelerator programmes, MediaCom UK added: “With more and more businesses looking to harness the potential of start-ups, it’s great to see such a prominent name in the music industry investing significantly in the scene. We’re delighted to be working with Warner Music UK’s Firepit Tech to open up a direct route for start-ups into their business and look forward to unlocking opportunities with Emmy and the Firepit Tech team.”