UnitedMasters launches Independent(s) Exchange to give major brands access to independent artists, with Diageo as a founding member
Diageo has long been an advertising innovator at the forefront of consumer trends and saw the opportunity to engage with the Independent(s) Exchange to further entrench itself in the world of independent music, through UnitedMasters. This partnership establishes Diageo’s commitment to supporting a network of diverse and independent artists while ensuring they stay connected to their consumers through the music they love.
The Independent(s) Exchange will open up new economic avenues for creators and allow Diageo to design brand experiences powered by independent artists and access a library of music from top UnitedMasters artists. Powered by 1.3M independent artists UnitedMasters, the Independent(s) Exchange is an opportunity for brands to participate directly in the growth of the creator economy and invest in the next generation of artists who will shape the pop culture of tomorrow.
“Brands aren’t investing enough in black media, and the creator economy reveals clear gaps in how diverse creators are celebrated, monetized, and capitalized for brand relationships. The Independent Exchange(s) is directly related to UnitedMaster’s mission to create a fairer ecosystem for artists, ensuring that brand dollars are distributed instead of only being paid out to top performing artists,” said Steve Stoute, Founder and CEO of UnitedMasters. “The ability of artists to create wealth from their cultural influence has long been co-opted without investing in or crediting the original creators. It’s time for that to change. The Independent(s) Exchange creates a unique opportunity for ambitious brands to innovate in a new model of direct media investment focused on equity and inclusion.”
The Diageo brands will be prominently displayed alongside UnitedMasters through a series of activations, including the release of Who Made The Beat presented by Crown Royal 18 and a nationwide artist search with Bulleit’s Local Bar Sundays.
Additionally, Diageo and future Independent(s) Exchange partners will have first access to the UnitedMasters community of more than one million diverse young creators representing culture across diverse races, genders and mindsets, uncovering valuable cultural intelligence. . The exchange will provide brands with a rare opportunity to support up-and-coming artists, create high-profile content soundtracked by UnitedMasters artists, and ultimately invest in the independence of artists.
“Our partnership with UnitedMasters will further cement Diageo’s brands as pillars of culture and embed our portfolio in the music sphere for decades to come. Our excitement about how our brands will be organically integrated into a community of diverse young adult creators cannot be underestimated,” said Sophie Kelly, Sr. Vice President, Whisky, Diageo North America.
UnitedMasters is a platform for creators, giving independent artists the tools, resources and access that music labels reserve for big bands. The platform allowed artists to operationalize their independence and maximize their creative and economic potential while retaining full ownership of their master recording rights.
The Independent(s) Exchange will continue to bring complementary members, joining Diageo in giving emerging artists access to top brands looking to champion independent artists.
About United Masters:
Launched in 2017 by Translation founder and music industry veteran Steve Stoute, UnitedMasters offers a new industry alternative to independent artists. UnitedMasters gives artists access to premium music distribution services, a suite of tools to help them connect directly with fans, and unique partnership opportunities with some of the world’s biggest brands. The UnitedMasters platform allows artists to operationalize their independence and maximize their creative and economic potential while allowing them to retain full ownership of their master recording rights.
Diageo is a global leader in alcoholic beverages with an outstanding collection of brands including Johnnie WalkerCrown Royal, Bulleit and by Buchanan whiskeys, vodkas Smirnoff, Cîroc and Ketel One, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanquerays and Guinness.
Diageo is listed on the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and its products are sold in more than 180 countries worldwide.
For more information about Diageo, its people, its brands and its performance, visit www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives and ways to share best practices. Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.