Warner Music Group has introduced WMX, a services arm that is meant to link musicians with fans and boost companies. The new division includes a rebranded WEA commercial services & marketing network as well as the company’s media & creative content arm. The WMG distribution unit was formerly known as WEA, an acronym that dates back 50 years. Warner-Elektra-Atlantic has long been the name of WMG’s physical-product distribution unit.
According to the press release, the rebrand places emphasis on key elements of Warner Music’s value proposition for musicians, such as a centralized in-house creative agency that includes merchandise and D2C, as well as streaming, vinyl, ticketing, fashion collaborations, gaming, social media management.
The press release adds that WMX has a “connected, culturally inquisitive audience of music enthusiasts with more than 249 million monthly unique visitors.” The firm’s owned media, including Uproxx, a youth culture and music destination; Songkick, the live music application; and HipHopDX, the hip-hop media platform, are all influential. WMX, meanwhile, is a top five video media company for 18-34 audiences in the United States, with over 46 billion monthly views through music-centric content on YouTube channels such as Pit and Indie Mixtape, as well as streaming and social platforms.
The WMX rebrand, led by President Maria Weaver, who joined WMG a year ago, unifies five key functions that collaborate to increase reach and effect:
- Commercial Services
- Media Business
- Artist & Fan Experiences
- E-Commerce & Retail
- Audience Strategy
“Record labels are becoming more important, artists are stretching creative parameters, and consumer behavior is ever-changing,” Weaver added. “The WEA Music Group was the first to provide a worldwide distribution network and really expand what a music company may do. We’re taking our business in a new direction to position Warner Music and its artists for significant opportunities today and in the future with the same sense of innovation that we brought to our foundation. MXM is bringing artists, audiences, and advertisers together in powerful ways through immersive, creative, and impactful experiences. We’re thrilled to be able to bring artists, fans, and marketers together in innovative ways.”
WMG’s CEO of recorded music, Max Lousada, said “The music business is no longer linear, commercial, or based on a single format. It’s a complicated, multi-faceted, and interactive process. There is an expanding universe of possibilities for individuals to establish devoted fan bases and expand their brands. WMX is a new approach to music and entertainment that provides top-tier songwriters, producers, recording artists, and labels with a wide range of services – from streaming to merch to branded content. Under Maria’s strong management, WMX will assist distinguish Warner Music by attracting and amplifying unique performers.”
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