Universal Music Australia Officially Extends Its Optus Partnership

Universal Music Australia and Optus have extended their strategic partnership.

Optus, officially known as Singtel Optus Pty Limited, is the second largest telecommunications company in Australia.  It's been a wholly-owned subsidiary of Singapore-based Singtel since 2001.

In the said partnership, Universal Music Australia and its in-house creative agency, BRiNG, will continue to collaborate closely with Optus.  The focus is on promoting Australian and global artists, which Optus customers can stream music without using their data on Google, iHeartRadio, Play Music, and Spotify streaming apps.

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In the past, their partnership spelled success.  It has produced a series of artist partnerships that revolved around immersive live events and original artist content.  Its roll call has already included Shawn Mendes, Sam Smith, The Preatures, Troye Sivan, Lorde, and Justin Bieber.

All great product differentiation for Optus, which is also poking into other areas like sports.  That includes a major FIFA tie-in, as well as a big investment in the Gold Coast's GC2018 Commonwealth Games.  Music is another category that promises tighter customer engagement.

"With music consumption rising across the board, more and more brands are embedding the power of music in their customer engagement and branding practices," said Roddy Campbell, Managing Director at BRiNG.  "It goes without saying that Optus committed to an always-on approach and we're delighted to see that it's working for consumers, for artists and labels and importantly, for their business."

Bushra Abel, Optus Associate Director Content Entertainment pointed to a full slate of live events, premium video, and music streaming ahead.  "Over the past few years, we have been able to create amazing music moments, tailored for the fans, and our partnership with Universal Music Australia has allowed us to work alongside local and global talent such as Justin Bieber, Lorde, Sam Smith, Troye Sivan, and INXS," Abel relayed.

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