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Transforming Cultural Moments Into Brand Impact
We connect brands to culture through exclusive data, premium media, and the world’s most influential artists. We can tap into any market and build something real with the scale that matters.
Why Propel Media
Built on unmatched global reach
We don’t just have music. We have the infrastructure, data, and cultural authority to move markets. Propel Media is a supporting partner to Globe, extending and amplifying what Globe do for brands.
7,000+
artists in our network
40%
of the world's music
Unmatched scale
The largest artist roster and catalogue on earth, controlling the sound of culture.
Exclusive first-party data
Three billion identifiers and omnichannel insights that reveal who listens and why.
Cultural creativity
Licensing, content production, live events, and direct artist partnerships that build real connection.
Premium media reach
Number one music provider to YouTube with sixteen billion monthly impressions guaranteed.
Intelligence
The data engine
Proprietary artist data, global research, and cross-platform consumption patterns unified into actionable audience intelligence.
1P artist data
3B+ online identifiers from official
artist touch points
Global research
500K+ panelists surveyed
worldwide each year
Consumption data
Omnichannel insight on fan engagement
with artist
Audiences
Audience targeting and insights
We tap into the vast data and insight sets at our disposal to find the best artist fits for our custom brand audiences.
Ready-made
audiences
Pre-built segments across every category.
Tech
Millenial males 25-34
- Tech-forward and trend-concious.
- Gaming audiences demand authenticity, and music delivers it.
Beauty
Gen Z females 18–24
- Beauty and pop culture obsessives.
- Beauty brands reach their most engaged audiences through music culture.
Tech
Millenial males 25-34
- Tech-forward and trend-concious.
- Gaming audiences demand authenticity, and music delivers it.
Beauty
Gen Z females 18–24
- Beauty and pop culture obsessives.
- Beauty brands reach their most engaged audiences through music culture.
Scale
The most diverse music offering for unparalleled scale.
UMG’s premium content includes official artist music videos, art tracks, behind the scenes, lyric videos, live and acoustic sessions, influencer and superfan content and more.
Brand safety
Guaranteed brand safety through UMG’s dual verification process. Because this is premium, official artist content, brands also gain cultural relevance – appearing in environments rooted in real artists, real fans, and real fandom, not just “brand safe” inventory. Brand safety is a given; culturally relevant content is the differentiator.
Available
formats
Non-Skippable
20s
Skippable
12s+
Bumper
6s
Unskippable
(coming soon)
30s
Case Studies
Recent success stories
Real results from real partnerships.
- Dove Solar x Nina Simone
- D&G light blue
- PayPal BNPL
- Hermès a lighthearted day
- Huawei FreeBuds Pro 2
- Pokémon 25th anniversary
Dove Solar x Nina Simone
Integrated Campaign: Content, song licensing, media amplification etc.
Goal
Drive awareness of Dove’s CROWN Act campaign and new Nina Simone “Feeling Good” video among key audiences A18-49 to celebrate black natural hair and end hair discrimination.
Solution
Curated packages of premium video content from Nina Simone and other artists that over index against fans who are interested in Beauty content. Sold on GroupM Billable Impressions as measured by DoubleVerify.
90% VCR (vs. 35% Benchmark)
1.9M+ Impressions
$0.015 eCPV
Dolce & Gabbana Light Blue – Summer ‘22 Campaign
Media Amplification
Goal
Generate awareness and consideration for D&G’s summer Light Blue campaign, focusing solely on the Italian market. Deliver an efficient CPV.
Solution
We looked to create a custom audience for D&G, focusing on a small group of artists and content that we knew engaged strongly in the perfume and cosmetics interest categories. We were able to deliver high VTR and keep our eCPV lower than the benchmark.
85+% VTR
5M+ Impressions
€0.015 eCPV (vs. €0.021 Target)
PayPal – Buy Now Pay Later
Media Amplification
Goal
Target digital natives and online shoppers through a custom UMG Digital Finance audience, built especially for PayPal.
Solution
We delivered a remarkable VCR of over 80& on our skippable format, which has led to repeat bookings from the client across several PayPal’s different credit and evergreen campaigns.
80% VCR
10M+ Impressions
£0.011 eCPV (vs. £0.023 Target)
Hermes A Lighthearted Day Campaign – Launch
Media Amplification
Goal
Reach fashion forward music fans with Hermes latest branding campaign, a lighthearted day across the United Kingdom and Italy.
Solution
We built out a two-tier targeting strategy for Hermes to reach their core objectives, one mass awareness among fashion focused music fans, with a custom audience containing artists from Justin Bieber to Elton John. The other a localized hyper focused targeting strategy across specific parts of London and Milan.
40+% VCR (vs. 35% Benchmark)
8M+ Impressions
€0.021 eCPV
Huawei FreeBuds Pro 2 – Launch
Media Amplification
Goal
Create buzz and raise awareness among music enthusiasts, of the launch of the latest in the Huawei FreeBuds Pro product.
Solution
Developed a custom audience that aggregated our artist’s content into a custom consumer electronics audience for Huawei. We were able to leverage this to reach the most engaged fans in this space across the United Kingdom, Belgium and the Netherlands.
85+% VTR
1.5M+ Impressions
€0.013 eCPV (vs. €0.025 Target)
Pokémon 25th Anniversary
Integrated Campaign: Year-long campaign celebrating the franchise’s 25th anniversary through the reaction of music videos, merch, a Pokémon 25 album and more.
Goal
Drive awareness of P25 campaign’s launch moment – an exclusive new Post Malone AR live stream event – among core and new fanbases.
Solution
Curated package of premium video content from Post Malone and similar artists. Amplification of organic social posts from Post Malone’s Instagram and Facebook pages to his first-party audiences.
26.6M+ Impressions
$0.018 eCPV (vs. $0.030 Target)
Questions
Everything you need to know about partnering with Propel Media.
WHAT’S THE DIFFERENCE BETWEEN UMG AND VEVO?
- Vevo are a partner of UMG. We own a 50% stake in Vevo and license the majority of our artist’s official MVs to them.
- UMG claim the remainder of official MVs, as well as lyric videos, art tracks, BTS, live and acoustic sessions, influencer and superfan content (UGC).
- We therefore act as a complement to Vevo in reaching the broadest spectrum of music and entertainment fans, extending their reach through the diversity and scale of our claimed content.
HOW CAN WE ACTIVATE THROUGH Propel Media?
- Programmatically via the agency’s DV360 seat
- OR we run it as a Managed Service for the client upon them signing an IO.
- If an advertiser uses Google Ads rather than DV360, we can run it as a Managed Service for them without charge.
CAN’T WE ACCESS THE SAME CONTENT VIA AUCTION?
- No – you will not get the same level of brand safety + relevance. We ensure brands are aligning with truly premium, suitable content, rather than videos that are simply tagged with a certain artist name/keyword.
- We can guarantee 100% share of voice around an artist’s catalogue of content – this is not available via auction.
- At auction, there is
BRAND SAFETY: UMG’S VERIFICATION PROCESS
- Content ID (YouTube system) – UMG rights-owned content is claimed, and any inappropriate content is automatically removed.
- UMG’s Content Claiming team – manually look through every piece of claimed content and check it meets guidelines.
- UMG’s Ad Ops team – verify all content served within different ad packages is relevant and brand-appropriate.
BRAND LIFT STUDIES
- YouTube doesn’t yet allow those on their sales partner program to run the proprietary YouTube BLS, so we do it through Kantar instead.
- No fixed min. spend, but has to be ‘significant’ (approaching £100k).
- Open to working with each brand on a case-by-case basis to determine what the required investment level looks like.
Harnessing our full-service capabilities to authentically integrate brands into music and culture.
Partner with us
Let’s create culture together
We’d love to hear from you
