Frane-headquartered advertising and communications giant Havas has launched a record label, called VOLYUM, built to connect emerging artists with global brands.
Universal Music Group‘s Virgin Music Group will handle VOLYUM’s global distribution.
Havas is led by CEO Yannick Bolloré, who also chairs the supervisory board of French media group Vivendi.
His family’s Bolloré Group is Universal Music Group‘s largest single shareholder.
Universal, in turn, owns VOLYUM’s distribution partner, Virgin Music Group.
Havas announced the launch on Tuesday (June 2).
The label is being run by Art of Sound, Havas’ global sonic marketing agency, and is led by Damien Escobar, CEO of Art of Sound and Chief Music Officer of Havas.
Escobar, an Emmy Award-winning and Billboard chart-topping musician, is a former member of the violin duo Nuttin’ But Stringz.
Havas said the launch comes as music becomes increasingly central to advertising, social storytelling and platform-first campaigns.
For artists, the company says VOLYUM offers access to global brands, distribution and the visibility to build careers; for brands, a way to build campaigns around emerging talent.
The first VOLYUM projects will debut this fall with select brand partners, according to Havas.
“As sound continues to shape culture and connection, VOLYUM marks an important evolution in how we help brands build deeper, more desirable relationships with people.”
Yannick Bolloré, Havas
“As sound continues to shape culture and connection, VOLYUM marks an important evolution in how we help brands build deeper, more desirable relationships with people,” said Yannick Bolloré, CEO of Havas.
“Bringing these capabilities together in a strategic, integrated way has long been a shared ambition. By uniting the power of music, the cultural impact of emerging artists, and the strategic vision of Damien and the Art of Sound team, we are creating a new platform for brands to engage audiences, offering intentional and emotionally resonant audio music experiences.”
“We built VOLYUM to give rising artists access to the resources and reach they deserve, while also giving brands a way to participate in culture that feels intentional, not interruptive.”
Damien Escobar, Art of Sound / Havas
“This is where marketing and music meet with purpose,” said Damien Escobar.
“We built VOLYUM to give rising artists access to the resources and reach they deserve, while also giving brands a way to participate in culture that feels intentional, not interruptive.”
Virgin Music Group is the independent artist and label services division of Universal Music Group.
The company will provide VOLYUM’s collaborations with global distribution, promotion and label services, Havas said.
“At Virgin Music Group, we’re always looking to support innovative models that elevate independent artists and push the industry forward,” said Nat Pastor, Co-CEO of Virgin Music Group.
“Partnering with Havas to bring VOLYUM to life is exactly that. It’s about amplifying new voices and unlocking real opportunities through brand collaboration done right.”
“Partnering with Havas to bring VOLYUM to life is exactly that. It’s about amplifying new voices and unlocking real opportunities through brand collaboration done right.”
Nat Pastor, Virgin Music Group
VOLYUM is not the first time Havas has worked with Universal.
In 2015, Universal and Havas-owned French agency BETC launched a jointly-run label, POP Records, under Polydor.
Three years later, Havas partnered with UMG’s Capitol Music Group on Annex Tower Creative, an in-house agency built to connect brands and artists.
Founded in 1835 in Paris, Havas employs nearly 23,000 people across more than 100 countries, according to the company.
Havas and Universal also share a major investor.
The Bolloré Group controls 28% of Universal through a direct stake and its holding in Vivendi.
The group is run by Chairman and CEO Cyrille Bolloré, brother of Havas CEO Yannick Bolloré.
Late last month, Cyrille Bolloré urged Universal to reject a $64 billion takeover bid from Bill Ackman‘s Pershing Square.Music Business Worldwide
